- Hyundai's Super Bowl ad is infuriating vegans.
- The commercial positioned a vegan dinner party, complete with "beetloaf," as a horrific experience on par with a root canal.
- "We actually love vegan food and are glad it's going more mainstream," Hyundai tweeted on Sunday.
Vegans are beefing with Hyundai over the car company's Super Bowl ad.
Hyundai's Super Bowl commercial features a couple riding an elevator that is dropping people off to different unpleasant experiences, such as a root canal or shopping for a car. One undesirable experience is a "vegan dinner party," complete with "beetloaf."
Read more: Here's the full list of all the Super Bowl commercials we know about
The People for the Ethical Treatment of Animals took issue with the ad when it was released on Twitter prior to the Super Bowl.
"Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes," PETA tweeted. "Great mileage & acceleration, turns on a dime."
Vegans expressed similar negative sentiments when the ad aired on Sunday evening.
"Hyundai's Superbowl ad should not have made fun of vegan food - it is the one diet that can help our health, help the planet & help the environment," one person wrote on Facebook.
"I need a new car. I was considering a Hyundai. I am a vegan," reads another. "It's hard enough to live this way with out being denigrated by a car company. Shame on you."
Hyundai did not immediately respond to Business Insider's request for comment. On Twitter, the company seems to be attempting to make amends with vegans by sharing an actual recipe for beetloaf.
"We actually love vegan food and are glad it's going more mainstream," Hyundai tweeted.
Watch the full Hyundai ad here:
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ICYMI: 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 Instead of buying a car from people with outdated ideas, we suggest a vegan Smartcar by Mercedes. Great mileage & acceleration, turns on a dime.
- PETA (@peta) January 31, 2019Hey @Hyundai this is actually what a vegan dinner party looks like... This is our super bowl spread! pic.twitter.com/W8vXcvSG6e
- ...like the movie (@__likethemovie) February 3, 2019@Hyundai Nice anti vegan ad Hyundai, I will never buy your cars
- Chris (@vegandiscussion) February 4, 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@Hyundai making fun of vegans is just sad and pathetic #superbowl
- Patrick (@canrugger) February 4, 2019@Hyundai making fun of vegans is just sad and pathetic #superbowl
- Patrick (@canrugger) February 4, 2019"Oh, Let's go make fun of the vegans and their crazy lifestyle... we're not hurting anyone!" #SuperbowlLIII #hyundai
- Christian McAlhaney (@Manberlin) February 3, 2019That looks delicious! Please share. We really do like this recipe. pic.twitter.com/o5tKQXNId9
- Hyundai USA (@Hyundai) February 4, 2019