Korean dairy conglomerate dragged across social media for ad describing women as milking cows
- A South Korean dairy conglomerate has apologized for its latest ad.
- The 37-second commercial features a man with a video camera stumbling over women dressed in white who later turn into mooing cows.
- The announcement sparked outrage, with YouTube users calling the company to compare women to cows.
- For more stories, visit Business Insider.
A South Korean dairy conglomerate has been embroiled in a social media storm for running an ad describing women as cows.
In a 37-second commercial for Seoul Milk, one of South Korea’s biggest milk brands, a man carries a huge video camera as he walks through the woods to an idyllic grove. Arrived in this wooded area, he secretly films women drinking the clear water of a stream and stretching out in a field.
The ad opens with the man recounting his way through the forest, saying, “We finally managed to capture them on camera in a pristine place where nature is preserved in its purity.”
“They drink pure nature’s clean water, consume environmentally friendly organic food and live peacefully in a placid environment. I will try to approach them with caution,” the man’s narrative continues.
The filmmaker then accidentally breaks a twig and surprises his subjects – who have gone from women to mooing cows.
The ad ends with the slogan: “Clean water, organic food, 100% pure Seoul milk.” Organic milk from an organic ranch in the pleasant nature of Cheongjang. “
According to The Korea Herald, the video was first uploaded to Seoul Milk’s official YouTube channel on November 29. It was removed on December 8 after the ad sparked a backlash on social media.
“I will never drink Seoul milk again,” read a comment on the Seoul Dairy Cooperative’s Instagram page seen by The Korea Herald. “Humans should never be described as cattle, and spy cameras can never be used as advertising material. ”
Some YouTube commentators on the original video criticized the ad, saying it encouraged the filming of sexually explicit hidden camera footage, also known as “molka,” according to screenshots documented by the site. Koreaboo pop culture,
“Molka plus Misogyny. Simply amazing,” read a YouTube comment from a YouTube user with the ID “bK Jj”.
While the original video has been pulled, comments have also been posted on the ad’s re-downloads.
“How did this disgusting advertisement even get approved?” Was there no thought given to its planning and production? Read a YouTube comment from user PenKeiYiKeu.
In response to the swirling controversy, Seoul Milk released a statement on its website on December 8.
“We sincerely apologize to anyone who felt uncomfortable with the milk advertising,” the company statement read. “We accept this matter with a heavy heart and will conduct an internal review and take extra precautions to prevent similar incidents from happening again in the future. We bow our heads in apologies.”