Comercial do 2019 Volkswagen e-Golf é banido no Reino Unido por apresentar estereótipos de gênero

O spot de trinta segundos acima, que a Volkswagen criou para o e-Golf possui algumas cenas dignas de nota e outras nem tanto, como pessoas acampando à beira de um penhasco, uma pessoa fazendo um sanduíche em uma cozinha, uma pessoa lavando roupa, pessoas em uma estação espacial realizando experimentos, uma pessoa que possui uma perna amputada praticando salto em distância, e uma pessoa no parque com um carrinho de bebê.

Conectando as cenas, uma mensagem diz: "quando aprendemos a nos adaptar, podemos conquistar qualquer coisa". Isto parece uma propaganda simples e direta, mas há algo a mais acontecendo aqui?

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Volkswagen has been transforming since 2015, working to atone for the damage of the diesel matter while improving the core business, instituting new ethics and compliance programs with real teeth, and aggressively investing in electric vehicle development and production. Next the company needed to address its iconic brand. But before Volkswagen could credibly lay out a new direction, it had to take a moment to properly address what led to it.

The campaign begins with “Hello Light,” which airs tonight during Game 3 of the NBA Finals. The limited-run spot is a moment for the company to clear the air on the diesel matter, acknowledge what happened and all that it brought about. The point of the message is simple: What matters most is how you respond.

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