VW attracted attention with an advertising spot - albeit unpleasant. After the advertisement for the new Golf 8 there are allegations of racism. The group comments, the PR agency follows suit.
- Like the entire automotive industry, VW is going through difficult times in the corona crisis.
- With a commercial on the Internet, the company attracts attention, but also has to listen to accusations of racism.
- The company only gives in after a half-baked apology.
Update from May 23, 4:51 p.m .: After massive criticism of an advertising spot for the new VW Golf 8 posted on Instagram , the agency responsible apologized to the Volkswagen Group (see below) : "I am horrified and deeply affected, how something like this could happen in our area of responsibility, ”said Tobias Pschorr, Managing Director of Voltage OMC GmbH , in a message
Racist VW commercial: agency is considering drastic steps
The criticized advertising video for the VW novelty did not in any way correspond to the agency's ethical and moral standards and rightly triggered indignation and incomprehension. "We have already started to determine the entire process of creating this post," said Pschorr. "If it turns out that one of our employees or a supplier has deliberately created xenophobic or racist content , this will result in immediate termination and legal measures." The previous approval processes would be checked by Voltage OMC GmbH.
There are different reactions to the polarizing commercial on the Internet . Some users think the moving image material is just unfortunate and do not believe that there should be a hidden message in the VW video :
Puuuh ... the letters are 100% coincidence and the criticism is constructed. What would VW have to win? They are an economic enterprise and racism sells nothing, quite the opposite. I would call it insensitive at best.
- Eric (@ Eric41749306) May 19, 2020The VW Golf 8 also caused problems for the Group outside of the campaign: due to a technical problem, delivery of the new compact class was put on hold.
Racism allegations due to VW commercial: "Wrong and tasteless"
Original article from May 21, 2020:
Wolfsburg - Due to the Corona crisis *, the automotive industry is groaning anyway because sales are plummeting. VW also makes life particularly difficult on its own initiative. Due to an advertising spot posted on Instagram and Twitter, the company is exposed to accusations of racism from Wolfsburg .
The short clip shows how a dark-skinned man is pushed through the area by two large, light-skinned hands . As if that weren't bad enough, the word “Negro” borrowed from colonial times and slavery is indicated in large letters. Incomprehensible!
A black man flicked away by a huge white hand, string of letters that might suggest a racist word. #VW apologizes for commercial: “We distance ourselves from it and apologize for it. We will explain how this could happen. “Pic.twitter.com/cUvGqLnTXA
- EHA News - German (@eha_deutsch) May 20, 2020Racism allegations due to VW commercial: Group finds video "wrong and tasteless"
After violent reactions on the Internet , the car maker apologized and deleted the video from its social media platforms. "Without question: the video is wrong and tasteless, " said the company. One can understand that the clip leads to outrage and anger among many observers. And further: “ We distance ourselves from it and apologize for it. We will explain how this could happen - and draw the consequences. "
Volkswagen also said: "Against the background of our own company history, Volkswagen is positioning itself against all forms of racism, xenophobia and discrimination ."
Racism allegations due to VW commercial: works council demands complete clarification
But now there is also an internal threat. Works council chief Bernd Osterloh found clear words: “ I am ashamed of this spot. I am certainly speaking for the entire workforce. ”The employee representative now demands complete clarification as to who is responsible for the Insta story, Osterloh said. "The incident must now be fully investigated," said the 63-year-old. "The works council will not allow the responsibility for this incident to be permanently shifted down from top management."
Tahir Della, spokesman for the Initiative Black People in Germany , also found clear words : "The video is borderline and completely racist in its effect ." For him it is astonishing that the violent reactions in the social media needed, so that VW itself that See video critically.
Racism allegations due to VW commercial: Group initially felt misunderstood
Initially, the carmaker was "surprised and shocked" that "our Instagram story can be misunderstood in this way". Only afterwards VW stepped back more decisively and found: "Many initiatives in the company and in our global workforce promote diversity, integration and unprejudiced cooperation ."
User “Katharina S.” aptly summarized the entire process: “VW would like to be picked up from the last century, please. VW please. ”Meanwhile,“ Peddler Pitter Potter ”drew an interesting conclusion:“ If VW were clever and had a backbone, they would post the clip again with a black hand and a white man . ”
We report on the effects of the Corona crisis on the German economy in our news ticker. We also keep you up to date on developments at VW.
At merkur.de * we inform you about what you should pay attention to when buying a car. The portal also provides information on how to prepare for the TÜV main inspection.
* merkur.de is part of the nationwide Ippen-Digital editors network.
dpa, mg