First GM, now VW: Suicide Prevention Group Targets Ads

Suicide prevention groups have a new auto company in their sights: VW.

At least five mental health groups are demanding that Volkswagen drop a new TV spot that features a distraught guy on a ledge who ultimately opts not to jump off the building after he hears there are three VW vehicles available for under $17,000.

VW has no plans to yank the ad. "We see no reason to stop at this point," says Keith Price, a VW spokesman. "We are willing to continue the discussion. But controversy is not something VW had shied away from in its marketing."

The complaints come just days after General Motors — under pressure from activists —agreed to change the ending of a Super Bowl spot featuring a suicidal robot. A few days earlier, Masterfoods USA pulled a Snicker's Super Bowl spot in which two men accidentally kiss over a Snickers bar. Gay activist groups complained the men's over-the-top reaction was homophobic.


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lewissalem - 2/16/2007 10:34:09 AM

+2 Boost

I don't know about this one. On one hand, suicide is a serious matter. At the same time, I'm concerned that a vocal minority is getting too powerful on dictating what the majority of us find funny.

If people get offended by the ad, it only hurts themselves in sales. There's always going to be some group upset about something, and you can't please everybody. That's a risk you take when pushing the envelope.

Neverfollow - 2/16/2007 10:57:44 AM

+1 Boost

If you don't push the envelope in mass media marketing, you'll never get noticed. You may as well be talking about a bar of soap. That's why when marketing types put an ad on TV, they make it count by being controversial. If they offend some people in doing so, all the better. Then people are talking about your product at work, in the newspapers, CNN, Auto Spies etc. Make a big enough splash and the ripple effect can last even longer.

trd1 - 2/16/2007 5:38:05 PM

+1 Boost

wow thats so weird, thats what i said the first time i saw the commercial. i was like, oh snap there going to get in trouble for that.

chewy - 2/16/2007 7:07:35 PM

+1 Boost

The ad has been cancelled, see it here.

http://www.adforum.com/affiliates/EvS/051/ad_detail2.asp?ID=6693670&tdi=VD1WKAGERs