Autoblog Commentary: VW viral ad
We don't make many hard and fast editorial judgments here at Autoblog. There isn't some set in stone guideline that lists what is and is not appropriate to post. A few days ago when the much talked about VW viral ad featuring a suicide bomber surfaced we were sent the link by numerous people. If you haven't seen it yet a quick Internet search will most likely find it for you. We won't be linking to it though. The ad was so distasteful we just didn't want to show it here. But now that Ad Rants is discussing how much VW is disavowing the ad we figured we should at least comment.
The ad is wrong. It shows a suicide bomber driving his VW up to a sidewalk caf?nd detonating himself. Except the car doesn’t blow up he just goes splat inside it, showing how safe the car is. It doesn’t matter if some people find it funny or think only those with thin skin can’t take a joke. It’s just wrong. Perhaps Europeans are more distanced from suicide bombings than Iraqis, Israelis and Americans are but that doesn’t mean they should make light of what American troops, Iraqi civilians and even prior to that Israeli and Palestinians have to legitimately worry about.
Autoblog is apolitical for the most part but that doesn’t mean we don’t get offended. If VW had any part in the ad, and from Ad Rants it sounds like they did, they better step up and take accountability and apologize. It’s surprising the big time media hasn’t picked up on the story too. You’d think it would be provocative enough.
Anyway, if you were wondering why we hadn’t run the story on the ad this is the reason. We don’t get on our soapboxes often but there has got to be a hundred other ways VW can try and sell a car that doesn’t offend so many people.
Reader Comments (Page 1 of 1)
rob rudorf 10:59PM (12/18/2005)
there needs to be serious repercussions at VW for that ad. no question about it. you can follow the links to the ad through ad rants site.
Reply
Arnie 10:59PM (12/18/2005)
What exactly is wrong with this ad? You might want to explain that before you condemn it. Everybody is insulted by something and if that must always be taken into account, there will not be any freedom to do anything. So I say to those who are insulted: A) Explain what in the commercial is distasteful (seeing a suicide bomber blowing himself up doesn't disturb me - why should it?) and B) Move to some fairyland where you can live your live agreeing with everybody.
Reply
David Thomas 10:59PM (12/18/2005)
Arnie,
It's this thing called taste. That was our point. And you have to admit the commercial is pretty extreme to say the least even if you aren't offended by it personally. I think VW put it out to spark controversy anyway and I didn't want to fuel the fire. It's kind of perverse and although you can appreciate the humor the context isn't really right. And I'm the last one to say don't speak your mind but you don't have to be this grotesque either.
Reply
Jon 10:59PM (12/18/2005)
I'm seeing a few sites say that this was a hoax and not done by VW at all.
Here's one:
http://adweek.blogs.com/adfreak/2005/01/vw_suicidebombe.html
Reply
Geun Lee 10:59PM (12/18/2005)
I found the ad mildly funny, but once I let it sit in, I did think it was kind of distasteful due to the prevalence of suicide bombings throughout the middle east. I guess the ad did it's job of being provocative, but I'm sure the ad company or volkswagen or whatever could of chosen other means.
Reply
David Thomas 10:59PM (12/18/2005)
geun,
I felt the same way as you. at first I was like oh how clever then thought wait a second that's pretty sick. I don't know why clever came first though.
Jon,
I think ad rants too posted that VW denied it but did spell out how it could have come from somewhere in the company
Reply
Geoff 10:59PM (12/18/2005)
It's interesting - I thought the ad would be seen as offensive because the perpetrator was dressed as a Palestinian, thus playing to distasteful stereotypes. I, and others I know didn't think that using a suicide bomber for humor was all that bad. To wit, I showed the ad to some people I know who have had an immediate family member killed by terrorists with similar ideology (albeit different methods) and they thought it was hilarious. Obviously such anecdotal evidence doesn't proove anything, but it does give another prespective.
Reply
Harry 10:59PM (12/18/2005)
What happens is this. You're a young film director who wants to get into commercials (and who doesn't, it's very lucrative and can lead to a feature films). But there's hundreds of commercials directors out there, most of whom have made far more ads than you have. So you make an ad yourself, at your own expense, and email it to the Creative Directors of ad agencies and hope it gets you work. The more impactful or shocking the ad is, the more likely it is to grab their attention. And hey, you don't mind if it gets out, causes a stir - just adds to your notoriety (Creative Directors LOVE hiring notorious film directors). Volkswagen are a big, German company. Risk-averse doesn't even begin to cover it. I'd bet my mortgage this is some idiot with an expensive camera who wants to make it in movies...
Reply
David Thomas 10:59PM (12/18/2005)
here's an update
http://www.nypost.com/news/worldnews/21487.htm
Reply
Paul 10:59PM (12/18/2005)
"Perhaps Europeans are more distanced from suicide bombings than Iraqis, Israelis and Americans are" You're kidding right? Americans?
Perhaps the IRA isn't hitting as hard as they used to, but those Basque separatists are doing some damage. Is Turkey no longer part of Europe?
And the US has had what, 2 suicide bombings (9/11 and Oklahoma City) in their entire history?
Reply
Zeke 10:59PM (12/18/2005)
I guess that must mean you find me pretty crass for sending you the link, I apologize. The only thing I found offensive about it was the use of a VW. Mine couldnt handle daily use without falling apart. Maybe Hummer could appropriate the guy who did this; am I the only one who finds any reminder of the Cold War era on 4 wheels appalling?
Reply
Zeke 10:59PM (12/18/2005)
Honda has much better viral ads anyway.
Reply
Jennifer 10:59PM (12/18/2005)
Yet again, we all get our pants in a wad because someone, somewhere might be offended! If you don't like it ... then don't look at it. If I see something I don't like, I just don't look at it instead of complaining about it. What's distasteful to one person is a delicious dessert to another, and who are we to judge who's right? I thought it was different, and creative -- if unusual (I'll give it that but I won't comment on whether I think it's distateful or not) -- and at least that Polo doesn't have the notoriously fussy window regulators!
Reply
J 10:59PM (12/18/2005)
I think Autoblog made the right call not to run with it. Sure, you could have put it up and gotten some quick traffic like the other car blogs did, but the ad is very offensive on a number of levels.
I don't see the reason for us to promote things like this.
Now that it has grown into a meta-conversation I'm fine with us blogging about it.
There is no way VW had anything to do with this ad--as the NYPOST story says. I don't know if they can sue the folks who made it because I think it is so over the top that only a complete idiot would think VW would create a commercial like this. I figured this was a Mad TV skit or something.
Now, I've got a sense of humor, and I understand the role of comedy in healing wounds and helping people cope with anxiety filled subjects like terrorism. However, I respect Dave's judgement in not running stuff like this... it might be funny to some people with a sick sense of humor, but for the rest of us it is just in poor taste.
Reply
James Taylor 10:59PM (12/18/2005)
I'd just like to mirror the sentiments of what the poster at #10 said.
No offence, but Europeans have been dealing with terrorist threats for a lot longer than America has.. in fact I find it pretty insulting that such a comment could be made off the cuff with clearly no real knowledge into the background of it.
Like why in the UK we still don't have bins on the platforms of train stations and other croweded public areas because they were always a target for bombers.. or how when I lived in Germany we used to have to check under the car before we got into it because of threats being made to UK citizens living in Germany. In fact our car was checked underneath with a mirror every time we went back into our army barracks we lived in.
The world does not revolve around America and the rest of Europe is well aware of the issues and sensitivity surrounding terrorism and suicide bombing. Think before you make such a comment please!
Reply
David Thomas 10:59PM (12/18/2005)
I didn't want to say one group was more influenced by terrorists. its horrible wherever it happens. i also didn't want to say anything that was german specific but that was implied because of VW. But as far as americans being targeted I was clearly talking about troops in iraq not here in the states themselves. and all the families of troops that are seeing those reports daily on the news.
Zeke no big deal.
Reply
David Thomas 10:59PM (12/18/2005)
I also wanted to say now that it "appears" to be a hoax/stunt that we're even more confident in our decision not to go for the quick web hits via disturbing content.
Reply