Mobile taxi hailing app Grab has pulled it’s gory advertisement featuring a bloodied up girl after a social media backlash. It has replaced the ad with a shortened version without any zombie apocalypse like blood and gore.
In a statement to Mumbrella Mediko Azwar, Grab Indonesia’s marketing director said:
[su_quote]Grab’s ‘Choose Safety’ campaign aims to raise awareness of how road safety standards can be improved in Indonesia. We had hoped for our ‘Choose Safety’ online video to be thought-provoking – to encourage people to be more concerned about the safety and service levels of their day-to-day motorcycle taxi rides.[/su_quote]
[su_quote]There have been mixed reactions to the video and we thank everyone for sharing their feedback. On hindsight, we acknowledge that the graphics may have been grim and disturbing. We hope that those who have watched the ‘Choose Safety’ video will understand that our intention was not to shock, but to reinforce the consequences of accepting lower safety standards.[/su_quote]
Here is the new, much more toned down version of the ad:
Here is the original that set social media ablaze:
Grab’s latest Indonesian ad says it’s much safer to to use their service than with conventional drivers. Evidence doesn’t support it. pic.twitter.com/s0fm6Tycrs
— Aulia Masna (@aulia) September 20, 2016