Who the hell would buy a car after Hyundai's suicide joke advert?

The car firm is under fire for an extraordinarily insensitive advert.

Hyundai is under fire for an astonishingly insensitive "viral" advert which depicts a man trying to commit suicide and being thwarted by his zero-emission car.

Content warning: contains depictions of attempted suicide:

Holly Brockwell, whose father killed himself in the same way, has written a powerful open letter to Hyundai and its ad agency Innocean:

When your ad started to play, and I saw the beautifully-shot scenes of taped-up car windows with exhaust feeding in, I began to shake. I shook so hard that I had to put down my drink before I spilt it. And then I started to cry.

Brockwell's letter has sparked a wave of protest against the advert, but astonishingly, before she wrote it, the advert had been praised by other writers. The Guardian's Jason Stone picked it as one of the "best adverts of the week", writing:

In order to demonstrate the benign nature of the advertised vehicle's emissions, we find out what happens when a desperate man feeds his exhaust pipe into the car in a bid to end his life. Mind you, as he trudges back to his house to continue his meaningless existence, it doesn't seem likely that the car has saved his life for very long – unless, of course, his suicide attempt was prompted by despair about global warming.

While The Drum picked it as ad of the day last week, writing:

This viral is bound to put the cat among the pigeons but even its harshest critics won't be able to deny that it manages to communicate its message.

It certainly does communicate a message. Probably not the one that Hyundai wanted communicating, though.

The Times' Kat Brown confirms it's a Hyundai advert, but adds:

 

 

 

 

It's worth noting that the Drum selected it as advert of the day on 19 April and the Guardian chose it as one of the best ads of the week today. As Ben Goldacre writes, it's not the "reaction" which is the problem here. The advert is "almost surreally misguided":

There is clear evidence that this kind of content increases the use of specific suicide methods… No responsible broadcaster should give this advert airtime, and I hope nobody at Hyundai will be childish enough to regard the attention given to them in this blog post as some kind of victory for their irresponsible, exploitative, attention-seeking and dangerous behaviour.

If any of the content of this story affects you, the Samaritans are available to talk 24 hours a day, 365 days a year.

Update

The Guardian has edited its comment about the advert to remove the claim that it's one of the "best" adverts, and to take out the joke about him trudging back to his "meaningless existence". It now reads:

In order to demonstrate the benign nature of the advertised vehicle's emissions, we find out what happens when a desperate man feeds his exhaust pipe into the car in a bid to end his life.

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

Getty
Show Hide image

Theresa May "indifferent" towards Northern Ireland, says Alliance leader Naomi Long

The non-sectarian leader questioned whether the prime minister and James Brokenshire have the “sensitivity and neutrality” required to resolve the impasse at Stormont.

Theresa May’s decision to call an early election reflects her “indifference” towards the Northern Ireland peace process, according to Alliance Party leader Naomi Long, who has accused both the prime minister and her Northern Ireland secretary James Brokenshire of lacking the “sensitivity and neutrality” required to resolve the political impasse at Stormont.

In a wide-ranging interview with the New Statesman, Long – who is running to regain her former Belfast East seat from the DUP for her non-sectarian party in June – accused the Conservatives of “double messaging” over its commitment to Northern Ireland’s fragile devolution settlement. The future of power-sharing province remains in doubt as parties gear up for the province’s fourth election campaign in twelve months.

Asked whether she believed the prime minister – who has been roundly criticised at Stormont for her decision to go to the country early – truly cared about Northern Ireland, Long’s assessment was blunt. “We have had no sense at any time, even when she was home secretary, that she has any sensitivity towards the Northern Ireland process or any interest in engaging with it at all... It speaks volumes that, when she did her initial tour when she was prime minister, Northern Ireland was fairly low down on her list.”

The timing of the snap election has forced Brokenshire to extend the deadline for talks for a fourth time – until the end of June – which Long said was proof “Northern Ireland and its problems were not even considered” in the prime minister’s calculations. “I think that’s increasingly a trend we’ve seen with this government,” she said, arguing May’s narrow focus on Brexit and pursuing electoral gains in England had made progress “essentially almost impossible”.

“They really lack sensitivity – and appear to be tone deaf to the needs of Scotland and Northern Ireland,” she said. “They are increasingly driven by an English agenda in terms of what they want to do. That makes it very challenging for those of us who are trying to restore devolution, which is arguably in the worst position it’s been in [since the Assembly was suspended for four years] in 2003.”

The decisive three weeks of post-election talks will now take place in the weeks running up to Northern Ireland’s loyalist parade season in July, which Long said was “indicative of [May’s] indifference” and would make compromise “almost too big an ask for anyone”. “The gaps between parties are relatively small but the depth of mistrust is significant. If we have a very fractious election, then obviously that timing’s a major concern,” she said. “Those three weeks will be very intense for us all. But I never say never.”

But in a further sign that trust in Brokenshire’s ability to mediate a settlement among the Northern Irish parties is deteriorating, she added: “Unless we get devolution over the line by that deadline, I don’t think it can be credibly further extended without hitting James Brokenshire’s credibility. If you continue to draw lines in the sand and let people just walk over them then that credibility doesn’t really exist.”

The secretary of state, she said, “needs to think very carefully about what his next steps are going to be”, and suggested appointing an independent mediator could provide a solution to the current impasse given the criticism of Brokenshire’s handling of Troubles legacy issues and perceived partisan closeness to the DUP. “We’re in the bizarre situation where we meet a secretary of state who says he and his party are completely committed to devolution when they ran a campaign, in which he participated, with the slogan ‘Peace Process? Fleece Process!’ We’re getting double messages from the Conservatives on just how committed to devolution they actually are.”

Long, who this week refused to enter into an anti-Brexit electoral pact with Sinn Fein and the SDLP, also criticised the government’s push for a hard Brexit – a decision which she said had been taken with little heed for the potentially disastrous impact on Northern Ireland - and said the collapse of power-sharing at Stormont was ultimately a direct consequence of the destabilisation brought about by Brexit.

 Arguing that anything other than retaining current border arrangements and a special status for the province within the EU would “rewind the clock” to the days before the Good Friday agreement, she said: “Without a soft Brexit, our future becomes increasingly precarious and divided. You need as Prime Minister, if you’re going to be truly concerned about the whole of the UK, to acknowledge and reflect that both in terms of tone and policy. I don’t think we’ve seen that yet from Theresa May.”

She added that the government had no answers to the “really tough questions” on Ireland’s post-Brexit border. “This imaginary vision of a seamless, frictionless border where nobody is aware that it exists...for now that seems to me pie in the sky.”

However, despite Long attacking the government of lacking the “sensitivity and neutrality” to handle the situation in Northern Ireland effectively, she added that Labour under Jeremy Corbyn had similarly failed to inspire confidence.

“Corbyn has no more sensitivity to what’s going on in Northern Ireland at the moment than Theresa May,” she said, adding that his links to Sinn Fein and alleged support for IRA violence had made him “unpalatable” to much of the Northern Irish public. “He is trying to repackage that as him being in some sort of advance guard for the peace process, but I don’t think that’s the position from which he and John McDonnell were coming – and Northern Irish people know that was the case.” 

Patrick Maguire writes about politics and is the 2016 winner of the Anthony Howard Award.

0800 7318496