I simply have no words. I can’t believe will all the departments and people needed to sign off on a new ad creative, that no one thought this could possibly be offensive.

Believe it or not, the European division of Hyundai came up with the brilliant idea to feature a suicide attempt to highlight their vehicle’s new feature. At least with Ford’s controversial ads featuring the Kardashian sisters tied up was a bit tongue-in-cheek. The suicide clip is just in bad taste. Naturally given the uproar, Hyundai issued an apology and removed the ad from YouTube.

“Hyundai Motor deeply and sincerely apologizes for the offensive viral ad,” Hyundai says in a statement. “The ad was created by an affiliate advertising agency, Innocean Europe, without Hyundai’s request or approval … Hyundai apologizes to those who have been personally impacted by tragedy.” 

Titled “Pipe Job,” the one-minute commercial shows a man sitting in a car in a closed garage trying to kill himself with toxic exhaust fumes. In the end, his suicide attempt is thwarted due to Hyundai’s 100 percent water emissions. Surprisingly, a 2002 ad by Citroen and a 2009 ad by Audi were also based on similar concepts. Check out the yanked commercial below.

Hyundai Suicide ‘Pipe Job’ Commercial

What do you think of the commercial? Offensive or are people too sensitive? Sound off below.