OPPO 翻车了：一句话让高管降两级

是关于一个手机公司的。

About a phone company.

这个公司叫 OPPO。

The company is called OPPO.

你听过吗？

Have you heard of it?

是中国的一个大公司，做手机做了很多年。

It's a major Chinese company that has been making phones for many years.

在中国，很多人买。

Lots of people in China buy them.

最近，OPPO 出大事了。

Recently, OPPO got into big trouble.

事情是这样的。

Here's what happened.

五月十号是母亲节。

May 10 was Mother's Day.

你知道母亲节吧？

You know Mother's Day, right?

是给妈妈的节日，全世界都有。

It's the holiday for moms — celebrated all around the world.

母亲节快到的时候，

As Mother's Day was approaching,

OPPO 想做一个广告，

OPPO wanted to make an ad —

是关于妈妈的广告。

an ad about moms.

他们跟一本杂志合作。

They partnered with a magazine.

杂志叫《三联生活周刊》，

The magazine is called Sanlian Lifeweek —

是一本很有名的杂志。

a very famous magazine.

他们一起写了一张海报。

Together they made a poster.

海报上有一段话。

The poster had a paragraph on it.

那段话是这样的：

The paragraph went like this:

"我妈有两个'老公'。

"My mom has two 'husbands.'

一个是我爸。

One is my dad.

另一个一年见两回。

The other she sees twice a year.

跟我爸约会，她基本不打扮。

When she goes out with my dad, she basically doesn't dress up.

见另一个，她恨不得穿婚纱。

When she sees the other one, she'd practically wear a wedding gown."

OPPO 觉得这段话很有意思。

OPPO thought this paragraph was clever.

为什么？

Why?

让我给你解释。

Let me explain.

"另一个老公"，

"The other husband"

不是真的。

isn't real.

是一个明星。

It's a celebrity.

妈妈喜欢的明星。

A celebrity that Mom likes.

什么是明星？

What's a celebrity?

就是有名的人。

A famous person.

唱歌的，演戏的。

Singers, actors.

很多人喜欢他们。

Lots of people love them.

现在很多妈妈，

Now, many moms

也喜欢明星。

also like celebrities.

跟年轻人一样。

Just like young people.

有的妈妈一年去看两次演唱会。

Some moms go to two concerts a year.

打扮得很漂亮。

They dress beautifully.

去见自己喜欢的偶像。

They go to see the idol they love.

OPPO 想说的意思是：

What OPPO was trying to say is:

现在的妈妈，跟以前不一样。

moms today are different from moms in the past.

她们也有自己喜欢的事。

They have their own interests too.

她们也很年轻。

They're still young inside.

她们也很有趣。

They're still fun.

但是网上的人，

But people online

完全不这样想。

totally didn't see it that way.

他们生气了。

They got angry.

非常生气。

Furious.

为什么？

Why?

第一个原因：

First reason:

"两个老公"这种话，听起来就不舒服。

"Two husbands" — that phrase alone sounds wrong.

妈妈只有一个老公，那就是爸爸。

Mom only has one husband, and that's Dad.

说"两个"，意思就很不好。

Saying "two" carries a bad meaning.

第二个原因：

Second reason:

跟爸爸不打扮，跟明星才打扮，

Not dressing up for Dad, but dressing up for a celebrity —

这是在说妈妈不爱爸爸。

that's saying Mom doesn't love Dad.

谁都看得出来。

Anyone can see it.

第三个原因：

Third reason:

明天就是母亲节。

Tomorrow is Mother's Day.

今天怎么能这样说妈妈？

How can you talk about Mom this way today?

应该说妈妈最好，

You should say Mom is the best,

不应该开妈妈的玩笑。

not crack jokes about Mom.

很多人在网上骂 OPPO，很多妈妈也骂。

Lots of people scolded OPPO online; lots of moms scolded too.

社交网站上一片火气。

Social media was on fire.

OPPO 看到这种情况，就把广告删了。

OPPO saw this and took down the ad.

然后发了一个简短的道歉。

Then they posted a short apology.

但是大家还是生气。

But people were still angry.

觉得 OPPO 的道歉说得太轻。

They felt OPPO's apology was too light.

更像是在解释，不是真的道歉。

More like an explanation than a real apology.

第二天五月十号，正好是母亲节当天。

The next day, May 10, was Mother's Day itself.

中国广告协会出来说话了。

The China Advertising Association spoke up.

什么是中国广告协会？

What is the China Advertising Association?

就是管全国广告的一个组织。

It's a national organization that oversees ads.

他们平时不太公开骂某一家公司。

Normally they don't publicly call out specific companies.

但是这次他们公开发了一份声明。

But this time they issued a public statement.

声明里说：

The statement said:

广告不能调侃家庭。

ads cannot mock family.

广告不能拿婚姻开玩笑。

Ads cannot make jokes about marriage.

广告要尊重妈妈，

Ads should respect mothers,

要尊重家庭，

should respect family,

要有底线。

should have limits.

这件事让 OPPO 压力很大。

This put serious pressure on OPPO.

到了五月十一号，

By May 11,

OPPO 又发了一份道歉。

OPPO put out another apology.

这次的道歉比第一次重多了。

This one was much heavier than the first.

而且，OPPO 还做了一件大事。

What's more, OPPO did one more big thing.

他们处罚了几个高管。

They punished several executives.

而且把处罚名单公开了。

And they made the punishment list public.

公开处罚名单，这本身就很罕见。

Publishing a punishment list itself is very rare.

最大的是中国区的老板。

The biggest one was the head of OPPO China.

名字叫段要辉。

His name is Duan Yaohui.

他被降了两级。

He was demoted by two levels.

工资三十六个月不能涨。

His salary was frozen for 36 months —

也就是三年。

that's three years.

还有一个部门部长，名字叫王怡。

Another department head was named Wang Yi.

他降了一级，工资一年不能涨。

He was demoted one level, salary frozen for a year.

公关部部长叫马新，工资也一年不能涨。

The PR head, Ma Xin, also had his salary frozen for a year.

还有一个项目主管，也降了一级。

And a project lead was demoted one level too.

知道这个行业的人说：

People who know this industry said:

这是 OPPO 历史上最严的一次处罚。

this is the harshest punishment in OPPO's history.

为什么这么严？

Why so harsh?

我说几个原因。

Let me give a few reasons.

第一，

First,

这件事让全国生气。

this incident made the whole country angry.

不只是几个人，是几千万的人。

Not just a few people — tens of millions.

第二，

Second,

事情发生的那天正好是母亲节前。

the day it happened was right before Mother's Day.

全国都在想妈妈。

The whole country was thinking about moms.

你这时候开妈妈的玩笑，谁都受不了。

Cracking jokes about moms then — nobody could stand it.

第三，

Third,

还有一所大学也说话了，是武汉大学。

another university also spoke up — Wuhan University.

他们公开说 OPPO 错了，

They publicly said OPPO was wrong,

这个广告越线了。

that this ad had crossed the line.

大学公开说一家公司不好，是很不常见的。

A university publicly calling out a company is very rare.

所以这件事的影响特别大。

So this incident's impact was unusually large.

OPPO 也明白了。

OPPO also got the message.

他们说："我们的内容审查出了问题。

They said: "Our content review process had problems.

"以后会改，会建立更严格的审查机制。

We'll fix it. We'll build a stricter review mechanism."

这就是这件事的故事。

So that's the story of this incident.

最后我想说几句。

Lastly, a few thoughts.

这件事告诉我们：

This story tells us:

写广告很难。

writing ads is hard.

特别是关于家人的广告。

Especially ads about family.

你想做创新，

You want to be creative,

你想让大家记住，

you want to be memorable —

这没问题。

that's fine.

但是不能越线。

But you can't cross the line.

什么是"越线"？

What does "crossing the line" mean?

就是说了不该说的话。

Saying something you shouldn't say.

跨过了大家心里的那条线。

Stepping past the line in everyone's heart.

很多公司，

A lot of companies,

为了让人记住，

to be memorable,

就想说一些出格的话。

want to say something outrageous.

但是出格也要有度。

But "outrageous" also has limits.

不能拿妈妈开玩笑。

You can't make jokes about Mom.

不能拿婚姻开玩笑。

You can't make jokes about marriage.

希望以后的广告，

I hope future ads

能更尊重普通人。

will respect ordinary people more.

能更温暖。

And be warmer.

好。

OK.

今天关于 OPPO 母亲节的故事就到这里。

Today's OPPO Mother's Day story ends here.

我们明天再聊别的事情。

We'll talk about other things tomorrow.