AutoBeta(AutoBeta.net)05/18 Report--

On May 18, Changan Ford posted a video on its official Weibo with the caption "is it true that boys are running at high speed and lifting girls' skirts in Japanese anime?" After that, there are inscriptions such as "# interesting experiment # # sharp PLUS to feast your eyes #".

The video quickly became a hot topic among netizens and went viral on Weibo. Some netizens said that "vulgar, now there is no bottom line", "deliberately eye-catching bar!" Otherwise, the advertising planner had a cerebral thrombus for 10 years, and some netizens questioned, "how did this advertising plan pass, and what is the significance of the evaluation?"

At noon that day, Changan Ford official apologized: "the editor realized that he had made a mistake and immediately deleted the published content and sincerely apologized. It will not happen again and strictly abide by the correct concept of network content. Thank you for your supervision and correction!"

It can be seen that the Weibo comment reached more than 400, but the comment area was officially closed, with selected comments showing: "correct if you know what is wrong, and add a drumstick at noon", "what's going on" and so on. In response, some netizens pointed out that closing the moments shows that the mistakes have not been recognized, and there are still few incidents reported on the Internet, so it is obviously not necessary to close the comment area.

It is worth mentioning that this is not the first time Ford ads have been questioned. At the end of January this year, Ford China officially released a "China, here we come" Weibo, accompanied by a publicity poster that read "2021 Chinese year of the Horse".

Many people find it strange to see here. Isn't 2021 the year of the Ox? how did it become the year of the Horse? Could it be Ford's copywriting error and the emergence of typos? As a result, many netizens complained about such a low-level mistake in Ford China under the Weibo. Some netizens even joked directly, "in ancient times, Zhao Gao referred to deer as horses, but now Ford does not know cattle and horses."

In the face of complaints from netizens, Ford China did not immediately delete the Weibo, and even retweeted comments from car blogger "Fat Brother Yang Li" that Ford will introduce MUSTANG MACH-E this year, the first year of electric Mustang manufacturing in China, so it is called the "Chinese year of the Horse". On the same day, Ford China posted a poster on Weibo with two horns added to the word "Horse" in "2021 Chinese year of the Horse", which seems to imply the real "year of the Ox".

Only here did netizens understand that this was a marketing of Ford, and the reversal of the plot did not buy it, and many netizens criticized Ford's "smart" behavior. On February 1, Ford China posted a Weibo response: the previous tweets about MUSTANG MACH-E made in China were not rigorous and accurate, which caused misunderstandings and troubles in the process of dissemination. We humbly accept criticisms and suggestions, and sincerely thank you for your concern, supervision and correction.

Prior to this, People's Daily commented publicly: "when brands do publicity and marketing, they all have the theme they want to express, but advertising is for everyone, so naturally we have to consider the feelings of the vast majority of people." The possible social impact should not be ignored for the sake of publicity. There is nothing wrong with being creative and clever in marketing, but you can't break the bottom line. Abiding by the law and abiding by the rules, respecting public order and good customs is the red line and the bottom line. Any means or routines that try to challenge the public bottom line and break through the boundary of humor will not only add luster, but will be counterproductive. "

Xinhuanet commented on Changan Ford vulgar advertising event in three sentences: 1, advertising is a kind of economic behavior, but health and civilization is the bottom line, do not regard vulgarity as personality. 2. Advertising is also a kind of artistic creation, but grandstanding is not creativity. 3. If you know your mistakes, you will improve greatly, but you should learn from them.

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