YOUTUBE CASE STUDY: Hyundai's Pipe Job About Hyundai

About Hyundai

The Hyundai Motor Company was started in Korea back in 1967. In the 1980s, cars like the Hyundai Excel and Sonata became very popular in North America. A decade later, the Korean auto giant began developing fuel cell electric vehicles and solar-powered cars. The company's eco-friendly automotive ventures continued into the new millennium with the launches of hybrids and more electric cars. In 2012, the Korean brand was even "named the most fuel efficient and least CO2 emitting brand by the U.S. Environmental Protection Agency."

Hyundai's Pipe Dream Becomes a Nightmare

In April 2013, a Hyundai advertisement produced in Europe appeared online. Mujo Learning Systems Inc. 2018 It showed a depressed man attempting to kill himself in his garage while breathing in the exhaust fumes produced by his SUV, the ix35. He does not succeed because Hyundai's ix35 produces water-only emissions. Hyundai's ad was also unsuccessful. In fact, the one-minute spot received scathing criticism on social media and some people took to their blogs to express their outrage. The ad was particularly upsetting to individuals who had loved ones who had killed themselves in this manner.

Hyundai's Response to the Controversy

Hyundai Motor Europe attempted to quell public outrage by doing three things: apologizing, taking down the video,and promising not to include it in any future marketing. Suicide prevention activists responded positively to the company's decision to pull the ad, "'We know from research that graphic depictions of suicide in the media can inadvertently lead to further suicides, a phenomenon known as contagion,' said Robert Gebbia, executive director for the American Foundation for Suicide Prevention. 'This advertisement was particularly graphic and potentially dangerous. We are pleased that Hyundai has decided to pull this campaign.'"

QUESTIONS

1. Why did "Pipe Job" fail?

2. How did the fact that the ad was launched on YouTube, rather than TV affect the public response?

3. Many would argue that suicide should never be used as the subject matter of an advertisement. It is one of those topics that people worldwide will respond negatively to. Are there any other topics or subject matter that you think would have a similar impact and should be taboo? Discuss this with your classmates, thinking about YouTube as the advertising platform.