Monday, June 14, 2010

Got a message from Hyundai

I got this email from Hyundai today:

Hello and thank you for your feedback regarding Hyundai advertising.

Hyundai Motor America would like to thank you and other consumers for sharing concerns about a new ad titled "Wedding" which aired during the opening games of the FIFA World Cup broadcast last week. We take comments of this nature very seriously. Because of feedback like yours, we have removed the ad from all Hyundai communications and stopped airing it.

We credit the passionate World Cup viewers and Hyundai owners for raising this issue to us. The unexpected response created by the ad, which combined both soccer and religious motifs to speak to the passion of international soccer fans, prompted us to take a more critical and informed look at the spot. Though unintentional, we now see it was insensitive. We appreciate your feedback and hope you will accept our sincere apologies.

With appreciation,

Hyundai Motor America

Here was my original message to them:

Dear Hyundai USA:
My attention was recently drawn to the "Soccer Mass" ad that is playing for Hyundai during the Word Cup. I'm sure no one at Hyundai intended this to be offensive or insulting, but you should realize that many will find it as such. I think I would best describe it as "disturbing," since it seems to take such a cavalier attitude towards something which I, as a Catholic Christian, hold so dear. Imagine an ad where a soccer game interrupted the funeral of a serviceman, and you might get a sense of how disturbing that would be.
I hope you decide to pull this ad for the remainder of the World Cup, and try to show a little more sensitivity to us Catholics in the future.
I don't think I could have asked for a better response. Thanks, Hyundai!


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