Vegans are having beef with Hyundai over a Super Bowl ad that mocked them.
The commercial features elevator passengers being dropped off at various scenarios of unpleasant experiences ranked by descending order.
At the start of the controversial ad, a couple enters an elevator operated by Jason Bateman as a wisecracking bellhop. When the couple enthusiastically tells him they're car shopping, he pushes a button while muttering, "You're going waaay down."
For Hyundai, nothing could be further from the truth.
Along the way to their respective destinations, passengers catch a glimpse of other experiences like "Root Canal" and "Jury Duty." The floor for "Middle Seat," reveals the interior of a very cramped and rowdy airplane cabin.
"Who's got vitamin C?" says Bateman after a jet setter sneezes into a tissue.
When the operator announces the destination for the "Vegan Dinner Party," he quips, "Is that even a thing?"
Animal-free dieters were not pleased with this specific scene as one of the passengers visibly dry-heaves at the sight of a chirpy party hostess offering a maroon slab of jiggly "Beetloaf."
You can watch the YouTube clip for Hyundai's ad titled, "The Elevator," below.
The Elevator | 2019 Super Bowl Commercial | Hyundaiwww.youtube.com
People for the Ethical Treatment of Animals (PETA) didn't appreciate the jab toward vegans and went after Hyundai.
"The trend of 2019 is taking the elevator UP to vegan dinner parties (and an Earth, heart, & animal-friendly lifestyle),
"Instead of buying a car from people with outdated ideas, we suggest a vegan Smart car by Mercedes. great mileage & acceleration, turns on a dime."
Vegans found the lampooning difficult to swallow.
While many of the Twitter comments bashed the ad for making a mockery out of animal-protectors, others remarked that "The Elevator" wasn't worth getting worked up over.
Those with other dietary restrictions commiserated with vegans.
Many commented on an overly sensitive society and encouraged people to lighten up.
Meanwhile, vegans proved they can provide a knockout Super Bowl party spread as good as, if not better than, anyone.
With the car company going nowhere fast, Hyundai spokesperson Michael Stewart declared they do support veganism and were happy to discover renewed interest in the topic.
"We are responding in social media that we totally respect veganism and are happy that it has become mainstream."
"We also hope that vegans have a sense of humor just like the dentists, parents, judges, flight attendants, doctors and even car dealers, the others stops represented on 'The Elevator.' "
By the time the Patriots claimed their victory, Hyundai reconciled with vegans by sharing their favorite Beetloaf recipe.
"We actually love vegan food and are glad it's going more mainstream."
There was peace in the land. For now.
This user dished on his personal experience being the butt of a joke, in the spirit of having a sense of humor.
What are your thoughts? Was Hyundai's commercial tasteless?
@jaketapoer/Bluesky
@BillAckman/Twitter