“We’re sorry if anybody thought we got carried away by shining a baguette on the Angel of the North and apologise unreservedly to those who were offended. We were trying something different which was meant to put a smile on peoples faces but clearly it wasn’t to everybody’s tastes. We’re so proud of our northern roots and the last thing we want to do is offend anybody.”
Statement from Morrisons Supermarkets provided to Front Row on Radio 4 this evening about their stunt, projecting an add for a cheaper baguette onto the Angel of the North without permission. Does it make things better? You decide. Rory Sutherland, vice chairman of Ogilvy and Mather UK is on the programme to discuss the incident and guerilla marketing in general, and we’ve also got a brief interview response from sculptor Anthony Gormley. You can listen to the discussion live at 715pm or on iplayer after.
I hadn’t heard of this ‘stunt’ but just checking out the photo, it made me laugh. Are we upset because a major supermarket behind it? Would it have been Art otherwise?
Apology too late, it says something when you can’t/won’t/don’t see how it could offend. Publicity is alright in the right place but for goodness sake think twice next time, or better still don’t bother.