Grab pulls gory ad af­ter on­line uproar

The Myanmar Times - - World -

RIDE-HAIL­ING startup Grab has with­drawn an ad­ver­tise­ment in In­done­sia af­ter the video’s por­trayal of a woman cov­ered in blood sparked an on­line furore.

Sin­ga­pore based Grab is the lead­ing ride-hail­ing plat­form in South­east Asia and plans to ex­pand its pres­ence in In­done­sia.

The ad, re­leased on­line as part of a cam­paign to high­light Grab’s safety stan­dards, shows the young woman be­com­ing pro­gres­sively blood-spat­tered as she walks down a street, with a voiceover say­ing she is about to make a “big de­ci­sion”.

By the time she reaches a group of mo­tor­bike taxi driv­ers – a com­mon form of trans­port in In­done­sian cities – she is drip­ping with gore. But when the woman re­fuses to use the driv­ers not work­ing for Grab, the app ap­pears on her phone and the blood dis­ap­pears.

The 45-sec­ond ad ends with her walk­ing to­ward a mo­tor­bike taxi driven by a man work­ing for Grab.

Ne­ti­zens were shocked at the graphic ad and the video was pulled late Septem­ber 20.

The ad sparked a storm on Twit­ter, with many say­ing it looked more like a trailer for a zom­bie movie than part of a safety cam­paign.

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