Hyundai pulls offensive World Cup TV ad
June 15, 2010
Hyundai, the Korean auto manufacturer, has pulled a television advertisement that was being broadcast during World Cup soccer games, acknowledging that the ad had drawn angry protests from Catholic viewers.
Hyundai officials said that they were surprised by the protests against the ad, which showed soccer fans in a parody of the Mass. "Though unintentional, we now see it was insensitive," the company said in an announcement that the ad had been withdrawn.
Advertising officials from agencies not connected with Hyundai speculated that the ad had been deliberately provocative, but its sponsors had underestimated the strength of the reaction.