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Audi Takes Heat Over Ad Suggesting Husbands Shop for Brides Like They Do Used Cars

Chinese commercial sparks global outrage, sharply counters anti-sexism Audi Super Bowl spot.

by on Jul.20, 2017

Shown on Chinese TV and movie screens, an Audi ad depicts a bride-to-be being closely inspected by her future mother-in-law.

The same automaker that aired an ad about a young girl overcoming sexism during the 2017 Super Bowl is now facing a global backlash over a television spot that suggested husbands-to-be give their prospective brides the same scrutiny they do a used car – or horse.

The 30-second commercial shows the mother of the groom running up to closely inspect the bride-to-be, at one point opening up her mouth to check her teeth. She later gives a disapproving look at the young woman’s chest, which the bride quickly tries to cover up.

Global News!

“An important decision must be made carefully. Only with an official certification can you relax,” the narrator says in an English translation of the Chinese script, the commercial then cutting to a shot of a new Audi vehicle.

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