Advertising: How far is too far?

Trigger Warning: This article and the video with it contain mention of suicide and self-harm.

In today’s media, it seems as if nothing is too risqué. From half naked women to dancing hamsters, advertisers are trying to find the next big thing to promote their products. However, one company may have taken things too far. The European Branch of Hyundai released this online ad that showed a man sitting in his car attempting suicide. The man turns the car on in the closed garage and waits for the fumes to overtake him. After a few moments, the man gets out of the car and enters the house.

Why did Hyundai release this advertisement? It was to show that the new ix35 emissions are 100% water vapor. As many people know, if you leave a car running in a garage, the fumes from the exhaust, which is Carbon Monoxide, can kill people in the garage, and harm the people in the room above. What was supposed to be a joke has turned into another sad parody. Many people who saw the ad were triggered by their own problems, or by what has happened to a loved one in the past. Even if a person does not have a past with suicide, the commercial still brought on uncomfortable feelings. Hyundai apologized, stating: “Hyundai Motor deeply and sincerely apologizes for the offensive viral film. The film runs counter to our values as a company and as members of the community. We are very sorry for any offense or distress the video caused.” Sadly, this is not the first suicide themed car commercial to be shown. In 2007, a Super-Bowl ad made by GM shows a robot who is put out of a job. The robot considers killing itself, but thankfully it was just a dream. The ad was supposed to show how GM uses the best technology, and people, to build their cars. The ad has not aired since the Super-Bowl.

While the companies have apologized for the advertisements, the video from Hyundai will forever be out there. People who may be harmed by the ad are still out there and could stumble upon it accidentally. This also begs the question: Is anything off limits for advertisements? Suicide is not a joking matter, and while this video did not make fun of it, it did also not discourage the act. The ad only showed that the car will not be the cause. There is a dangerous slope of glamorizing self-harming acts, and if more companies start advertising this way, who knows how far the glamorization will go.

What do you think? After watching the ad, if you did, are people over reacting, or is this a real concern?

(Elizabeth Cox)