Carmaker hits trouble with ad that takes pot shot at hunting

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CAR manufacturer Seat has been accused of “political advertising” after it used footage of foxhunting in an advertisement to represent “backwards” attitudes.

The advert, released last month, is themed around challenging the conventions of the past. It contrasts a series of traditional scenes with alternatives, such as commuting versus working on a laptop, and a dinner party versus a food truck.

One of the juxtapositions has footage of a group of foxhunters with hounds, with the words “Because they look back” emblazoned over it, contrasted with a group of young adults walking across a bridge with the message “We move forward”.

The advert has prompted an angry response from some in the hunting community. Country Life writer Octavia Pollock tweeted: “The ad is

‘It is a shame that Seat have gone out of their way to alienate so many potential customers.’

absolutely disgusting. Intolerant, prejudiced, ignorant.

“Never buy Seat UK, not a brand for any open-minded person with respect for the ways of life millions hold dear.”

The Countryside Alliance said that the advert should not have been given approval, claiming it breached rules banning political advertising. A spokesman said: “It is a shame that Seat have gone out of their way to alienate so many potential customers.”

A number of Seat owners have also criticised the advert for it’s representation of the hunting community.

Graham Atkinson, from Cumbria, wrote on Twitter: “I take part in countryside pursuits, and own a Seat Ibiza. I may now rethink my decision on this.”

Francesca Jones, from Crewe, added: “I don’t take part in country pursuits but don’t shame those who do.”

The Spanish car manufacturer said: “The advert is all about the strength of the individual. Seat UK supports and encourages those who contribute to a more inclusive society and the metaphors in this advertisement reflect that, encouraging people to move forwards in life and make a positive contribution to society.”