Essential reading for retailers and suppliers in the home improvement market

German DIY chain slammed for 'racist' ad

Published: 29 March 2019 - Kiran Grewal
 

An advertisement produced by German DIY chain, Hornbach, has met controversy and has even been called "racist" by members of the South Korean community.

The controversial commercial depicts several white men doing garden work. They are then encouraged to remove their sweaty, dirty clothing — including underwear — and place it in a box.

The 46-second advertisement then cuts to a grey city where an Asian woman purchases one of the bags of dirty clothes, opens it up and inhales deeply. The woman then rolls her eyes back and appears to become aroused while a soundtrack of a woman moaning plays in the background.

The advertisement ends with a slogan reading: "That's how spring smells."

Defending the advertisement, Hornbach tweeted a response to one user, which said: "Our ad is not racist. View the ad as a discourse on the increasing urbanisation and decreasing quality of life in cities. The smell of the spring only available in vending machines. For everyone. Not only asian people."

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

What do you think?


Are we seeing a rise in consumers interested in smart home security?



Latest reader comments

re: Further Homebase closures ahead

Shaun Collorick
Cheltenham homebase has closing down signs outside, but not Gloucester homebase.... Yet!...

re: B&Q sales slide, as Screwfix decision to exit German market costs millions

B&Q bob
No surprises from us on the shopfloor management paralysed by fear of jobs and to weak to take chances so bumble around. Ranges boring, and ...

re: Further Homebase closures ahead

Miss l'a tesha gc Wilson
Please keep me updated regards all Store closures Thank you...

re: Graham Bell to head up B&Q as part of Kingfisher reshuffle

Peter Earl
I HOPE GRAHAM BELL THE NEW CEO OF B&Q GETS TO GRIPS OF THE COMPANY VERY SOON.MY WIFE WENT FROM SHADOXHURST TO GILLINGHAM TO GET SOME ...

re: Quick and easy wood treatment oil from Frogsuit

Helen
hi, I have some brand new teak garden furniture would the clear be suitable to keep the new look of the wood....

Most read stories