An open letter to Innocean and Hyundai


I understand that companies need to come up with creative ideas to keep their products in our minds, to make us more likely to buy. There are times, however, when companies go too far with insensitivity and lack of understanding of certain issues when trying to accomplish that goal. Suicide is not something to be taken lightly, and someone considering suicide needs help. The man who couldn’t kill himself because of Hyundai’s 100% water emissions would simply find another way to do it. Hyundai isn’t sending the right message with this ad, and I can understand this woman’s anger and sadness that they would create something like this. Share far and wide; help get Hyundai to pull this ad.

Holly Brockwell

Dear Hyundai and your advertising agency, Innocean,

This is my dad.


His name is Geoff. He married my mum in the eighties and had two little girls, by all accounts the loves of his life.

This is the note he left when he committed suicide in his car:


And this is your new ad.

As an advertising creative, I would like to congratulate you on achieving the visceral reaction we all hope for. On prompting me to share it on my Twitter page and my blog. I would not like to congratulate you on making me cry for my dad.

When your ad started to play, and I saw the beautifully-shot scenes of taped-up car windows with exhaust feeding in, I began to shake. I shook so hard that I had to put down my drink before I spilt it. And then I started to cry. I remembered looking out…

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