A well-known consumer electronics giant sparked a nationwide controversy with a Mother’s Day campaign poster on May 8, 2026, triggering fierce public criticism and a major public relations crisis.

2026 年 5 月 8 日，中国著名消费电子巨头 OPPO 因一则母亲节活动海报引发全国性争议，遭到公众激烈批评，陷入重大公关危机。

The controversial poster featured an image of a mother holding a fan sign at a concert, paired with the provocative caption: “My mom has two ‘husbands’—one is my dad, the other she sees only twice a year. She barely dresses up for dates with dad, but for the other one, she’d wear a wedding dress.”

争议海报画面为一位母亲手持演唱会应援牌，配文极具争议：“我妈有两个‘老公’，一个是我爸，另一个一年见两回。跟我爸约会基本不打扮，见另一个，她恨不得穿婚纱。”

OPPO later explained that the “other husband” referred to the mother’s favorite celebrity, aiming to “break stereotypes and showcase diverse, multi-faceted images of modern mothers.” However, the attempt to use fan culture slang backfired, as the phrase “two husbands” directly clashed with traditional family ethics and public decency.

OPPO 随后解释称，“另一个老公” 指母亲的追星偶像，初衷是 “打破刻板印象，展现当代母亲多元立体的形象”。然而，这场饭圈黑话尝试适得其反，“两个老公” 的表述直接触碰传统家庭伦理与公序良俗的底线。

The public reacted with immediate outrage, accusing OPPO of degrading maternal roles, distorting family values, and vulgar marketing. Critics questioned: “Would a Father’s Day ad saying ‘My dad has two wives’ ever be released?”

公众当即愤怒声讨，指责 OPPO 贬低母亲形象、扭曲家庭价值观、营销低俗。有网友反问：“父亲节文案写‘我爸有两个老婆’，品牌敢发吗？”

Within hours, OPPO removed the content and issued an apology, stating it would “listen carefully to all criticisms.” But the apology was undermined by the brand’s move to enable comment filtering, hiding thousands of critical comments, which was seen as insincere and defensive.

数小时内，OPPO 下架相关内容并发布致歉声明，称将 “认真倾听各方批评”。但品牌随后开启评论精选功能，屏蔽数千条批评评论，被指道歉毫无诚意、态度敷衍。

The scandal escalated as Wuhan University, alma mater of the copywriter, publicly condemned the campaign, stating it “strongly disapproves of the content and value orientation” that contradicts the university’s educational philosophy. The China Advertising Association also criticized OPPO for “distorting family bonds and using vulgar gimmicks to grab attention.”

事件持续升级，文案策划者的母校武汉大学公开点名批评，称 “极不认同文案内容与价值倾向”，严重违背该校育人理念。中国广告协会也发声，批评 OPPO“扭曲亲情、低俗玩梗博眼球”。

On May 11, OPPO took further action, demoting several senior executives including the head of China business, and issuing a second apology, admitting the marketing was “offensive” and the initial response was “perfunctory and arrogant.”

5 月 11 日，OPPO 升级处理，对中国区业务负责人等多名高管作出降级处罚，并再次发布致歉声明，承认营销内容 “具有冒犯性”，且初期应对 “敷衍傲慢”。

This is more than a single PR disaster—it is a profound lesson. In the name of creativity, no brand has the right to trample on public emotions or trivialize sincere family bonds. Marketing that chases short-term traffic at the cost of moral bottom lines will only lose public trust and leave a permanent stain on the brand image.

这远不止一场单次公关危机，更是一记深刻的教训。任何品牌，都无权以创意之名，践踏公众情感、消解真挚的亲情联结。为了短期流量，不惜突破道德底线的营销，最终只会透支公众信任，给品牌形象留下难以抹去的污点。