【CXO动向】大众品牌CMO因“广告门”下课

不久前大众汽车发布一则全新高尔夫广告宣传视频，被指严重涉嫌种族歧视问题，并导致重大传播事故，为此相关负责人将要“下课”了。CXOUNION CXO联盟 cxounion.cn

据德国媒体最新报道，大众新款高尔夫的种族歧视广告造成的传播事故，由大众品牌首席市场营销官CMO约亨·森皮尔（Jochen Sengpiehl）承担责任，后者即将离职。

5月中旬，大众汽车为全新高尔夫车型做宣传，并在官方帐户上发布了一则仅9秒的广告视频。在视频中，一只白色肤色的手将一名黑人推到一辆黄色的高尔夫前，然后又将其‘弹’入一间名为“Petit Colon”的咖啡馆，视频中还出现了歧视黑人的单词，因为在视频的最后，“DER NEUE GOLF”（全新高尔夫）的英文字样竟然是以N-E-G-E-R（黑佬）的顺序飞入画面。值得注意的是，Colon在法国殖民地正是殖民者的称谓。CXOUNION CXO联盟 cxounion.cn

对此，众多海外网友愤怒不已，在大众官方账号下留言质疑甚至谩骂。网友留言称，大众汽车官方似乎是故意做的视频，如此明显的歧视居然没被意识到。该事件在网上持续发酵，社交媒体也纷纷曝光大众汽车官方的行为。CXOUNION CXO联盟 cxounion.cn

很快，大众汽车高层出来道歉。大众汽车销售和市场部董事会成员发文表示诚挚的歉意，并称仇恨、种族主义、歧视，在大众公司毫无生存的余地，保证处罚的透明度和后果。

大众方面也很快删除了该广告视频，并发文称：“大众汽车坚决反对一切形式的种族主义、排外主义和歧视。广告以创新故事的形式创作，与人物的种族或国籍无关。为了不再引起误解，我们决定从现在起停止播放这个视频。”CXOUNION CXO联盟 cxounion.cn

大众在一份公告中承认广告视频内容是错误且无趣的。“我们对此表示深深的歉意。我们将对此进行深入调查，给公众一个满意的答复，并承担所有后果。”

但依然有众多网友不买账，继续向大众质询事件处理结果。CXOUNION CXO联盟 cxounion.cn

种族歧视问题近期在美国警察暴力执法事件中也被‘点燃’，因此此刻大众品牌首席市场营销官CMO下课，也相当于给消费者及网友就重大传播事故给出一个明确的说法，以此平息事件。

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翻译：

Volkswagen is to be sacked after a new golf advertising video was found to be racist and caused a major publicity accident.

Vw’s chief marketing officer, CMO Jochen Sengpiehl, is leaving the brand after being blamed for a communications accident caused by a racist advertisement for its new golf, according to a new German media report.CXOUNION CXO联盟 cxounion.cn

In mid-May, Volkswagen promoted its new Golf model with a nine-second video AD on its official account. In the video, a white hand pushes a black man in front of a yellow golf and then ‘flicks’ him into a cafe called Petit Colon. The video also includes discriminatory words because at the end of the video, “DER NEUE GOLF” (new golf) appears in the sequence of N-E-G-E-R (black guy). It is worth noting that Colon was the name of the colonist in the French colonies.

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In response, many overseas netizens were angry and left questions and even abuse on the official account of Volkswagen. Netizens commented that Volkswagen officials seemed to have deliberately made the video, and such obvious discrimination was not realized. The incident continued to spread online, and social media also exposed the actions of Volkswagen officials.CXOUNION CXO联盟 cxounion.cn

Soon after, Volkswagen executives came out to apologize. The members of the board of directors of Volkswagen’s sales and Marketing Department expressed their sincere apologies in a post, saying that hatred, racism and discrimination have no place in Volkswagen, and guaranteed the transparency and consequences of the punishment.

Vw quickly removed the video, saying in a post: “Volkswagen is firmly opposed to all forms of racism, xenophobia and discrimination. Advertisements are created in the form of innovative stories, regardless of the race or nationality of the characters. In order not to cause any further misunderstanding, we have decided to stop showing the video from now on.”CX

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Vw acknowledged in a statement that the AD video content was wrong and uninteresting. “We are deeply sorry for this. We will conduct an in-depth investigation to give the public a satisfactory answer and bear all the consequences.”CXOUNION CXO联盟 cxounion.cn

However, many netizens were not convinced and continued to ask the public about the outcome of the incident.

The issue of racial discrimination has also been “ignited” in the recent incidents of police brutality in the United States. Therefore, the dismissal of the CMO, the chief marketing officer of Volkswagen brand, at this moment is equal to giving consumers and netizens a clear statement on the major communication accident, so as to calm down the incident.

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本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源:搜狐网；编辑/翻译：CXO UNIONCXO联盟小C。
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