VW's angelic ad: Is it sexist?

2014-02-04 13:02

Volkswagen has caused a bit of an uproar at the Super Bowl with its new ad. Some believe it's "arrogant and sexist".

WATCH VW's Super Bowl ad here

The video posted on Volkswagen's YouTube channel reads: "Watch as a father tells his daughter that every time a Volkswagen hits 100 000km, a German Engineer gets his wings.

"Learn more about the power of German engineering and Volkswagen vehicles with more than 100 000km."

The video shows a man and a woman in a lift and the engineer accidentally touches the woman's rear with his wings as its sprouts.

YouTube readers have slated the commercial as "sexist" saying VW doesn't employ female engineers.

Disciprine4 said: "VW doesn't hire female engineers."

AndrogyneMichinaga2 said: "It would be a good advert, except for the 'his wings bit.'  So the dad in the advert thinks of all the engineers as being male and indeed all of them shown in the advert are male.

"So no female engineers then? What, you feel like people would trust the reliability of your product less if any of those actors playing engineers were female?

Alyssa Hawkins6 said: "A German engineer gets HIS wings? What if the engineer is a woman? Sheesh..."

David Schneider6 said: "Why are all the "engineers" male? Couldn't they have made at least one female? Instead, the only woman with any presence is there to get goosed in an elevator.  Pretty sad, VW."

Email us and we'll publish your thoughts or use the Readers' Comments section below...

  • Willem Steyn - 2014-02-04 13:20

    Sexist? I suppose as much the same as a certain Insurance Company that only insures women. BUT alas - nothing is said about that by the sexist-crying women. So girls, before you get your jugs in a jangle, stop being such hypocrites.

      Henning Pantke - 2014-02-05 07:29

      ROFL, I think we should all start complaining that the same woman "getting their jugs in a jingle" never complained about the sexist Spice Girls, who never had a male in the group. Anyway, brilliant ad!!!

  • Joe Black - 2014-02-04 13:33

    WTF? As if okes would mind seeing a female in wings. They are reading too much into this.

  • Neil Russell - 2014-02-04 13:34

    LOL What is 100 000km? Ususally it means the expiry of their maintenance plans, and then the euro trash start costing more than they are worth in repairs.

  • Franziska Sukow - 2014-02-04 13:35

    Me thinks this whole feminism fad is a conspiracy by copywriters to earn more without actually working more (assuming, of course, they get paid by the word). E.g. "Watch as a mother/father/parental caregiver person tells his/her/its daughter/son/offspring person that every time a Volkswagen hits 100 000km, a German Engineer/Engineereress gets his/her/its wings." Had it been a female actor sprouting wings, even more potential for uproar... But I guess its ok if a men's deodorant has women with wings and not many clothes - not sexist at all.

  • Jahinata Jacobs - 2014-02-04 14:11

    Women who claim this is sexist are themselves sexist. Why are we so entitled that every ad MUST have a women in or be DAMNED as sexist. Get a life!

  • Vickers Vermeulen - 2014-02-04 20:43

    Sick and tired of these PC "pisbalies" It was a good ad and in no way did it have any hidden agendas. Why are there always some humourless grey oxygen thieves that wants to squeeze the fun out of everything?

  • Gert Mouton - 2014-02-05 05:48

    Idiotic to think of it as sexist.. It's an ad 4 5 6...

  • Leander Moller - 2014-02-05 07:20

    It is a 100 000 miles, not kilometers..... 100 000 mi = 160 934.40 km Who is writing this nonsense?

  • Jan-Nico Kleinhans - 2014-02-05 08:48

    Pretty smart advertising, love it. Apart from the Miles vs. Km confusion, I am proud to say my Polo Classic TDi has done 211 000 hassle free km's. And I should ad, still the original turbo. Thx VW!!

  • Luyanda MaBee Mabhongo - 2014-02-05 18:43

    Okay stop the lorrie right there........at first its a dad and daughter thing, now i get confused when the wings touch the rear of the girl. anything wrong with this picture?

  • Arnold Dumas - 2014-02-05 19:31

    And it is also racist!!!!!???? Only one black engineer?????? Not to say not BEE compliant either, so politically incorrect as well!!!!!?????? The three worst sins in the NSA today...... Shame.... LOL

  • Albertus Smith - 2014-02-06 10:09

    Gr8 ad I dont understand the issue....

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