If news of the BBC's disgraceful gender pay gap hasn't had you with your head in your hands this afternoon, a quick glance at this sexist car advert in China will.
An Audi commercial which aired in theatres and online in China this week has been criticised after thousands of internet users have deemed it sexist.
The advert opens with a bride and groom about to take their wedding vows before the mother-of-the-groom interrupts and rushes up to the bride to 'inspect' her future daughter-in-law.
The woman proceeds to pinch the bride's nose, pull back the bride's ear, examine the inside of her mouth, and stare furiously at the bride's breasts.
The commercial then cuts away to footage of a red Audi sedan driving along an empty highway, as a male narrator's voice says: 'An important decision must be made carefully.
'Only with an official certification can you rest easy,' he adds.
Unsurprisingly, the advert hasn't gone down well with viewers, with some calling for a boycott of the German carmaker - which is recognised as one of the big three in China, along with Mercedes Benz and BMW - according to the BBC.
On Weibo, a Chinese social media platform similar to Twitter, one user wrote: 'I am not a woman and I am disgusted. I'll turn to Cadillac.'
'From the inception of this idea to its broadcasting, was there a single woman who worked on this commercial?' asked one Weibo user.
The advert has also generated outrage among viewers who felt the mother-of-the-groom's role in the marriage failed to represent contemporary marital values.
Others called it sexist and 'disgusting', with one Weibo commenter writing: 'We had a Volkswagen at home and my husband planned to get an Audi. I was against it — and now I see it is definitely impossible to buy any Audi car. They build shoddy cars and make a huge profit in China, and now release such a vulgar commercial. Shame on you, Audi.'
An Audi spokesman told the South China Morning Post that the car markes were looking into the advert, which had been made with a joint venture partner.
Seriously, where was the one right-minded person in the board room the day this advert idea was suggested?
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
