Are these Kia ads too hot for comfort?
Kia is distancing itself from two award-winning ads that have sparked a backlash for its 'creepy' sexual undertones.
Published June 28, 2011
Kia is distancing itself from a pair of award-winning ads that have sparked a backlash for its sexual undertones.
The eyebrow-raising Kia advertisements, which were produced by Moma ad agency in Brazil, show an innocent scene featuring cartoony characters on the left side, and a hyper-sexualized, "adult" version of the same scene on the right side.
One of the ads in particular, which features a teacher and a student, has come under fire for its “creepy” pedophilic intimations.
Related: Five controversial car ads
It may be hard to tell, but the ads are meant to illustrate dual-zone air conditioning, a feature in the Kia Sportage, by contrasting the hot and cold scenes. The small print at the bottom of the ads reads: “A different temperature on each side.”
According to AOL Autos, the ads were honoured with an award at the 2011 Cannes Lions International Festival of Creativity in France this month.
Kia Motors of America immediately distanced itself from the ads, saying they have no business relationship with the Brazilian agency behind the campaign. The automaker slammed the ads as “offensive” and “inappropriate.”
“This ad was not created in the U.S. by Kia Motors America or any of its marketing partners and does not reflect the opinions or values of KMA or Kia Motors Corporation,” the company said in a press release. “The ad is undoubtedly inappropriate, and on behalf of Kia Motors we apologize to those who have been offended by it. We can guarantee this advertisement has never and will never be used in any form in the United States.”
The press release went on to say Kia’s global headquarters in Seoul, South Korea, would be addressing the ads with the independent Brazilian distributor.
What do you think of the two ads below? Do they go too far?
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