Recently, an advertisement titled ‘Take a Breath Meal Set’ displayed in a subway station of a Chinese city sparked public controversy. Featuring the slogan ‘Working late into the night? Try our Take a Breath Meal Set!’, the ad depicted an exhausted office worker sitting alone in a fast-food restaurant with a simple meal in front of them. While the campaign aimed to promote a late-night discount combo from a chain restaurant, many netizens criticized it for glorifying ‘overwork culture,’ framing brief moments of relief after grueling overtime as a lifestyle choice—and even implying that working late is normal. Critics argued that such marketing exploits urban workers’ anxieties, lacks empathy, and may reinforce unhealthy workplace norms. In response to the backlash, the brand quickly removed the ad and issued an apology, stating their intention was simply to offer comfort food to those returning home late at night, not to endorse excessive work hours. Experts advise companies to exercise greater caution in emotional marketing, avoiding sensitive social issues and focusing genuinely on consumer well-being rather than opportunistic messaging.This incident reflects growing public awareness around workplace stress and mental health, and serves as a reminder that advertising creativity must strike a balance between empathy and social responsibility.
近日，某城市地铁站内一组名为“松口气套餐”的广告引发公众热议。该广告以“加班到深夜？来份松口气套餐！”为标语，配图是一位疲惫不堪的上班族坐在快餐店中，面前摆着一份简餐。广告本意是推广某连锁餐饮品牌的夜间优惠套餐，但不少网友认为其美化了“过劳文化”，将高强度工作后的短暂喘息包装成一种生活方式，甚至暗示“加班是常态”。有评论指出，此类营销利用了都市打工人的焦虑情绪，不仅缺乏人文关怀，还可能助长不健康的职场风气。面对舆论压力，品牌方迅速下架广告并致歉，称初衷是希望为夜归人提供温暖餐食，未料引发误解。专家建议，企业在进行情感营销时应更审慎，避免触碰社会敏感议题，真正关注消费者福祉而非仅借势炒作。此次事件反映出公众对职场压力、心理健康等议题日益增强的关注，也提醒广告创意需在共情与责任之间找到平衡。
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