A still from the Hyundai ad.
A still from the Hyundai ad. YouTube

'Suicide' Hyundai car ad withdrawn after outrage

A HYUNDAI car advert that features a man attempting suicide in his garage before being thwarted by a zero-emission engine was withdrawn Thursday night after attracting fierce criticism.

The viral campaign for the South Korean car manufacturer, which was posted online last week, includes a graphic depiction of a man trying to end his own life.

But the firm removed the advert on Thursday after it was condemned for making light of suicide.

Holly Brockwell, a freelance advertising copywriter from London whose own father Geoff committed suicide in a similar way, wrote an impassioned open letter to the car-maker and its advertising agency Innocean.

She wrote: "When your ad started to play... 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."

Ms Brockwell told The Independent: "It's worse because I work in the advertising industry and I know the pressure to get a good response, but that's not the way to do it."

Innocean was unavailable for comment at the time of writing, but a Hyundai spokeswoman said: "There is no plan to use [the advert] in any of our advertising or marketing and it has been taken down."


Road crash rescue heroes up to speed on modern vehicles

Premium Content Road crash rescue heroes up to speed on modern vehicles

Crews are training to keep up to date with vehicle technology

Contractor fined for illegal renovations at holiday home

Premium Content Contractor fined for illegal renovations at holiday home

The East Ballina property was renovated without permission in 2019

We passed your test QLD, now open up

Premium Content We passed your test QLD, now open up

NSW Health Minister says Qld Premier’s approach was “lacking logic”