Video screenshot via Hyundai USA
Some members of the vegan community are raising their forks at Hyundai’s Super Bowl commercial, which seemingly demeaned plant-based meals as unappetizing.
In the spot, the South Korean automotive manufacturer names a series of experiences it deems unpleasant, such as “the talk” about the birds and the bees, a root canal, and a “vegan dinner party.”
Hyundai measures the dreadfulness of each experience with an elevator. The lower it goes, the more unpleasant it seems. A vegan dinner party ranks the second-lowest, and hovers just above shopping for a car that isn’t from Hyundai.
As the elevator door opens at the “vegan dinner party” floor, a woman is seen offering “beetloaf,” at which a passenger gags.
A number vegans are understandably taken aback about a plant-based dinner event being likened to some very nasty experiences.
“I make some really great vegan dinner food,” replies Twitter user ‘jeremypair’. “But I’d never invite you anyway. Good job perpetuating the myth [that] vegan food is bad. People could offset your products’ carbon footprint by going vegan. But you got a cheap joke in.”
The People for the Ethical Treatment of Animals (PETA) has even called for a boycott, urging drivers to switch to, “a vegan ‘Smartcar’ by Mercedes. Great mileage and acceleration, turns on a dime.”
Hyundai has since responded to the criticism, defending on Twitter that, “We actually like vegan food. That guy [who gagged] just wasn’t a fan of ‘beetloaf’.”
For good measure, it has even attached a recipe for the dish. Judging by its ingredient list of organic beets, carrots, rice, panko breadcrumbs, and more, it actually doesn’t sound half-bad.
— …like the movie (@__likethemovie) February 3, 2019
@Hyundai I make some really great vegan dinner food. But I’d never invite you anyway. Good job perpetuating the myth vegan food is bad. People could offset your products’ carbon footprint by going vegan. But you got a cheap joke in. #superbowl
— Pair (@jeremypair) February 3, 2019
Vegan dinner party is hell? Come on Hyundai. Mocking people who care about animals is not cool. Way to alienate your demographic. Want hell? Try visiting a slaughterhouse.
— Amber (@veganamber315) January 30, 2019
ICYMI: The trend of 2019 is taking the elevator UP to vegan dinner parties (& an Earth, heart, & animal-friendly lifestyle). Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes. Great mileage & acceleration, turns on a dime. #SuperBowl https://t.co/nA3UDjRLrE
— PETA (@peta) February 3, 2019
Nothing wrong with being vegan. That guy just doesn’t like beetloaf. We’re really lucky to have you in the Hyundai family.
— Hyundai USA (@Hyundai) February 4, 2019
We actually really like vegan food. Here’s a recipe! pic.twitter.com/eMNE40PY04
— Hyundai USA (@Hyundai) February 3, 2019