Volkswagen AG said Thursday it had pulled an ad depicting a distraught man standing on the ledge of a tall building after suicide prevention groups said they were concerned about its message.
In the ad, which first appeared on network television on Monday, the man decides not to jump after learning that Volkswagen offers three vehicles for less than US$17,000.
“While our current advertising campaign is all about the optimism inherent to the Volkswagen brand, sensitivity is also a key element. With that sensitivity in mind, we have withdrawn this television spot,” Volkswagen of America spokesperson Keith Price said in a statement.
It was the latest ad campaign involving an automaker to draw criticism from suicide prevention groups. General Motors Corp. said last week it would edit a Super Bowl ad that showed a quality-obsessed robot jumping off a bridge in a dream sequence after messing up on the job.
Volkswagen had not received any complaints from consumers, owners or dealers, Price said, but had received letters from suicide prevention organizations.
