OPPO Fires Execs Over Tone-Deaf Mother's Day Ad

OPPO has taken disciplinary action against senior executives, including Senior Vice-President Duan Yaohui, due to a controversial Mother's Day marketing campaign. The promotion sparked backlash for its suggestion that a mother had two husbands: her actual spouse and a celebrity idol.

The company issued a new apology on Monday, admitting to "serious shortcomings" in its values and judgment. OPPO acknowledged that in pursuing online traffic, it had deviated from its original intention for the holiday and failed to respond sincerely to initial public criticism.

This incident has led to a comprehensive internal review and a restructuring of OPPO's content review processes to ensure better adherence to social norms. The company aims to prevent similar missteps in the future.

The campaign's creator, a former student from Wuhan University's School of Chinese Language and Literature, has also been criticized by the university for contradicting its educational principles. The China Advertising Association and China Women's News have also warned against marketing tactics that cross ethical boundaries or disrespect traditional values.