A Chinese university has publicly criticized a controversial Mother's Day marketing campaign by smartphone maker OPPO, amid an online backlash over the ad's wording and the values it conveyed.

The controversy stems from a promotional campaign released by OPPO on Friday that drew criticism online for a line suggesting a mother had "two husbands" — one her actual husband and the other her celebrity idol, whom she sees only twice a year but dresses up to meet. Some social media users said the phrasing was inappropriate and misleading, while others defended it as a form of internet humor.

On Sunday afternoon, the School of Chinese Language and Literature at Wuhan University in Hubei province said in a statement posted on the university's official Sina Weibo account that it was "shocked" by the campaign created by a team led by a former student surnamed Yu.

The school said Yu had been known for his good character during his studies and had once been praised for helping an elderly passenger on a bus. However, it said the Mother's Day copy produced by the team "seriously contradicts" the school's long-standing educational principles.

"We strongly disagree with the content, especially the use of sensational wordplay, exaggerated language and the values conveyed," the statement said, urging the alumnus to face public criticism sincerely and take responsibility together with the company.

In a separate post, Wuhan University said it strongly disagreed with the ad's wording and the values conveyed, calling it inconsistent with the institution's emphasis on moral education.

On Sunday, the China Advertising Association issued a statement addressing what it described as a growing tendency among some brands to pursue traffic through controversial or lowbrow content. The association said advertising creativity should distinguish between genuine innovation and hype that crosses ethical boundaries, urging companies to abandon a traffic-at-all-costs mindset.

China Women's News said on its WeChat account that while creativity in marketing is encouraged, it must not cross ethical boundaries or deviate from widely shared social values.

The article said the ad's use of fan culture slang — in which admirers refer to celebrities as "husband" — ignored differences in meaning across contexts and risked offending public perceptions of motherhood. It added that innovation should be grounded in respect and responsibility.

OPPO issued an apology on Friday, saying it regretted the controversy and had removed all related materials. According to the company, the campaign had aimed to portray more diverse and multidimensional images of modern mothers, who may enjoy running marathons, engaging in literary creation and following their favorite celebrities.