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RIDE-HAILING startup Grab has withdrawn an advertisement in Indonesia after the video’s portrayal of a woman covered in blood sparked an online furore.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