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(Your email address will not be published)
2 + 5 =  
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

Latest reader comments

re: Latest update on Green Homes Grant and implications for homeowners and landlords

John Hart
After applying for a green homes how long will it take for a decision? thanks...

re: SX Rainproof Exterior Caulk

Wally
I need the exterior sx rain resistant caulk! Can't get it anywhere so please help! How can I order it? Need it yesterday...

re: BCT can replicate any material in a ceramic tile

Christina Tiritanou
Not sure if you can help as I require a tile which has the measurements of 6”x 6”? Thank you....

re: Latest update on Green Homes Grant and implications for homeowners and landlords

colin thompson
SarahVery clear and helpful information.Thanks...

Most read stories