Big billboards at a subway entrance in China's largest metropolis read: "You do not need to wear formal dress if you choose to take the subway. Some people wait at the stuffy subway station while some drive Polo Jinqu on whatever roads they want."

A billboard of Shanghai Volkswagen is shown here. [Metro Express]

"Don't forget to end your party before the last subway train departs. You must not have a Polo Jinqing," another billboard reads. Shanghai Volkswagen expects the revamped sedans to drive their sales up ten to 20 per cent this year.

The commercials triggered condemnation from regular subway commuters in internet chat-rooms. "Strong protest! The Volkswagen ads are insulting us. We demand Volkswagen to withdraw them and apologize to us," wrote a netizen who signed himself 'a northern Shanghainese.'

Another netizen Sun wrote that:" the ads are a showoff of car owners and an insult on the subway takers."

"The ads make me uncomfortable. Most of my relatives are irritated, " Xiao Bai who regularly takes the subway told chinadaily.com.cn.

The ads also caught the eye of other advertisers. "Advertisements should avoid comparisons. It is a rule not to compare products with those of competitors. How can they jeer at their target consumers?" publisher KAKASHI was quoted as saying by Metro Express.

But one subway rider netizen voiced support for Volkswagen, claiming most Chinese ads lack creativity, but as soon as one that is creative appears, people attack it.

Some other netizens advised web surfers not to be so sensitive.

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