Hyundai has annoyed the vegan community for comparing a vegan dinner to a root canal, the middle seat on a long-haul flight, getting "the talk" from your dad, and a colonoscopy.
The advertisement for Hyundai's new car shopping app aired during Monday's Super Bowl, and starred Jason Bateman.
In his role as elevator operator, Bateman delivers various people down multiple floors into various harrowing situations - one of which is a vegan dinner party.
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The couple who exit at this floor are obvious in their distress. The woman responds "Yay" in a less than favourable tone while the man gags and covers his mouth.
After the commercial aired, social media exploded with angry vegans boycotting the company, and posting pictures of their own vegan dinner parties to show the company how delicious it can be.
"Wow," writes one offended vegan "Hyundai is super tone deaf. I will never invite them to my vegan dinner party, not will I ever drive a Hyundai."
Another posted a picture of their meal saying: "Here was my vegan dinner party and it was delicious. Piss off Hyundai."
PETA posted a tweet weighing in on the controversy, writing: "The trend of 2019 is taking the elevator UP to vegan dinner parties (and an Earth, heart and animal friendly lifestyle).
"Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes. Great mileage and acceleration, turns on dime."
Not everyone was angry, however, with some people saying they loved the ad, calling it "hilarious" and saying the vegan line was their favourite.