Vegans are complaining that Hyundai went too far in their creative Super Bowl ad this weekend.
In a humorous commercial clearly intended to depict the uncomfortableness and frustration of undesirable situations, the car company showed a couple on their journey to the often very long process of “car shopping.”
The ad starts off with the couple entering an elevator full of people looking to reach an undesirable but necessary location. On their way to shopping for a new vehicle the couple encountered destinations from jury duty, to a root canal, all the way to a teen having “the talk” with his father. So, basically places most people would like to avoid if they can.
Vegans were ticked off when they were added to the list as a “vegan dinner party.”
Elevator Attendant: Vegan dinner party, is that even a thing?
Vegan Host: We’re having beet loaf, Sergio’s specialty.
Sergio: Why thank you.
After this short dialogue, the husband and wife attending the party tried to pretend excitement but the husband couldn’t help but gag. You know this set the meatless eaters off.
The People for the Ethical Treatment of Animals (PETA), no surprise, were at the front on the line to express their dissent for the commercial (before it’s release on TV), tweeting, “Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes.”
ICYMI: The trend of 2019 is taking the elevator UP to vegan dinner parties (and an Earth, heart, & animal-friendly lifestyle). Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes. Great mileage & acceleration, turns on a dime.— PETA (@peta) January 31, 2019
The offense was real.
Other vegans chimed in on Twitter as well, showing their inability to take a joke.
Vegan dinner party joke was really lame and outdated for 2019. Educate yourselves, please.— Empress Eve (@eveofdoom) February 3, 2019
Stupid move Hyundai. The world is going #vegan and all of the world's biggest organizations say we need to cut meat consumption for #Sustainability . Making fun of a vegan dinner party? I'll buy a leather free electric car, thanks. #govegan https://t.co/xD7U2douh5— Respectful Living Ⓥ (@respectfullivin) February 1, 2019
Notice how they no so subtly throw "vegan dinner party" in the spot, adding to the list of things that are meant to be undesirable? Talk about being out of touch with current trends. Yeah, that should win you all kinds of points.— Galen Holcomb (@galenholcomb2) January 31, 2019
@Hyundai I make some really great vegan dinner food. But I’d never invite you anyway. Good job perpetuating the myth vegan food is bad. People could offset your products’ carbon footprint by going vegan. But you got a cheap joke in. #superbowl— Pair (@jeremypair) February 3, 2019
As Business Insider reports, a Hyundai representative stated they hoped “vegans have a sense of humor just like dentists, parents, judges and flight attendants, the others stops represented on 'the elevator.”
Well that hope from Hyundai looks more like a fantasy that will never be fulfilled. Our world is becoming more sensitive and resistant to humor as the clock ticks, and unfortunately that looks to be an upward trend.