Hyundai apologises for suicide ad

Hyundai has apologised for a commercial that shows a man trying to kill himself by piping emissions into his car.

The 60-second ad was intended to be used in the UK, and shows the suicide bid failing because the ix35 SUV model used – a fuel-cell model not sold in Australia -- does not produce harmful emissions.

Hyundai said it did not order or approve the “offensive” ad, and apologised for it appearing.

“Hyundai Motor deeply and sincerely apologises for the offensive viral ad,” the Korean carmaker said in a statement. “It runs counter to our values as a company and as members of the community. We are very sorry for any offense or distress the video caused. More to the point, Hyundai apologizes to those who have been personally impacted by tragedy.”

The ad was created by Innocean, a global agency that handles most advertising for Hyundai and its stablemate Kia, and is owned by the auto group’s chairman Chung Mong-koo and his family.

The ad sparked outrage on social media, with one of the widest-spread responses being from UK copywriter Holly Brockwell, who posted an open letter to Hyundai --showing the handwritten note left by her father before he committed suicide in his car  – and describing her emotional reaction to the ad. "My dad never drove a Hyundai. Thanks to you, neither will I," she wrote.

* Readers seeking support and information about suicide prevention can contact Lifeline on 13 11 14 or the Suicide Call Back Service on 1300 659 467.