Baskin Robbins Korea withdraws commercial starring 11-year-old model after online backlash
A new commercial for Baskin Robbins from Korea found itself at the centre of a controversy, after it was accused of sexualising its 11-year old model Ella Gross.
The commercial for Baskin Robbins Korea’s July flavour of the month, Pink Star, featured shots of Gross, who has a 3.2 million strong following on Instagram, interspersed with images of the ice cream and its ingredients. The campaign was set to run on cable television and YouTube according to an announcement on the Baskin Robbins website.
However, it aroused the ire of several online commentators who alleged the ad featured overtly sexualised imagery and insisted it be taken off air. They were countered by other commentators who believed there was nothing objectionable in the commercial.
With the news of the controversy travelling overseas, Baskin Robbins apologised and withdrew the ad. The apology which allegedly generated a further wave of adverse feedback was subsequently taken down according to a report in the Korea Times.
Baskin Robbins found an ally in Gross’s mother who took to the young model’s Instagram account – which she manages – to lash out at critics of the campaign. She said: “I’m saddened to see how certain segments of the Korean public reacted to this commercial. What was honestly meant to be a fun commercial for a new ice cream flavour is being perceived by them as something disgusting and horrific.
“To those that are rallying against the Baskin Robbins commercial, stop saying that you are doing this ‘for Ella.’ She is surrounded and loved by many strong and powerful women who wholeheartedly have her best interests at heart and who are confused and angered by your hurtful and negative reactions to a beautiful child.”
Good grief seriously I see nothing wrong with it.
ReplyExactly!! It looks fun and delicious ????!! How is it disgusting? After seeing this commercial I want to ACTUALLY go and get it !! What’s wrong with it?!
Replyexactly there’s literally nothing wrong about it
ReplyI think they have SUPER HIGH standard in censorship. The girl looks [Edited under Mumbrella’s community guidelines] for their preference.
Replyi honestly don’t see anything wrong with it and i find the commercial really cute so i even saved it on instagram honestly like i/m- wth
ReplyWhat in the world is wrong with a kid enjoying ice cream?
ReplyHow perverted do you have to be to see this as over sexualized?
The reaction is a clear reflection of the society over there.The protesters need to clarify before throwing stones in their glass house.
It’s sad how now people want to have so much negative input on simple and cute commercials. But they are ok with almost naked people promoting perfumes/colognes even food. So unbelievable SMH.
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