How do these things keep happening? It feels like every week there is a company or celebrity apologizing for taking part in an insensitive campaign.
Under fire today are those involved in the upcoming animated film Red Shoes & the 7 Dwarfs. The movie’s recent advertising campaign that debuted at Cannes has received widespread criticism, and rightfully so.
Model Tess Holliday brought attention to the campaign, tweeting:
How did this get approved by an entire marketing team? Why is it okay to tell young kids being fat = ugly? ??@ChloeGMoretz pic.twitter.com/PVhgwluGTM
— Tess Holliday ? (@Tess_Holliday) May 30, 2017
The marketing materials have since been removed, and the actors and producers of the movie are speaking up and apologizing.
Actress Chloe Grace Moretz, voicing the lead, tweeted:
I have now fully reviewed the mkting for Red Shoes, I am just as appalled and angry as everyone else, this wasn’t approved by me or my team
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
The film’s producer Sujin Hwang also released a statement, which said:
“As the producer of the theatrical animated film ‘Red Shoes and the 7 Dwarfs,’ now in production, Locus Corporation wishes to apologize regarding the first elements of our marketing campaign (in the form of a Cannes billboard and a trailer) which we realize has had the opposite effect from that which was intended. That advertising campaign is being terminated.”
I’m having a hard time understanding what this movie is about. Those involved in the project say it’s about challenging beauty standards and highlighting the importance of inner beauty, but this campaign is making me nervous. Seems like the film will be questionable. We’ll have to wait and see for a proper trailer to be released.