It’s time once again to play the game: « How Many Marketing People Approved This Before It Got to the Masses? »
We’re going to guess at least 12.
So, this Cleveland Cavaliers skit passed through marketing and PR folks (and hopefully at least one woman) and not one person took a step back and thought, « Hmm, this might not be the best angle for the promotion, seeing as it kind of makes light of domestic violence and it’s a hot button issue right now? » That’s unfortunate, because the ad played on the Jumbotron during Wednesday night’s game against the Chicago Bulls and it was not received well at all.
The ad starts with a couple in the kitchen, dancing to « Time of My Life » from Dirty Dancing. The boyfriend is obviously a big Cav’s fan, and when it comes time to do the infamous lift, the girlfriend is revealed to be wearing a Bulls shirt, so the boyfriend instead throws her over his head and onto the floor.
« Bulls fan? I didn’t know you were a Bulls fan, » he says. « I can’t believe she’s a Bulls fan. »
While the girlfriend writhes in pain on the floor, the team’s catchphrase « all in » comes on the screen, because we all know it’s better to be alone and sad than with someone who loves you but doesn’t cheer for the same sports team as you do.
The commercial ends with the couple on the couch, the girlfriend nursing a head wound with an ice pack and the boyfriend asking her « I thought you were ‘all in?' »
« Well, I’m ‘all in’ now, » she insists, probably now scared for her well-being. « Let’s just watch the game. »
The end. A fairy-tale romance, eh?
Sure, we understand the gist of the skit and we understand the point they are trying to make. But c’mon, guys. There are literally hundreds of better ways you could have made this skit without a boyfriend hurting his girlfriend.
So, yeah, it’s quite tasteless and it’s not even funny. Also, it’s kind of poorly produced but we suppose that’s not the point. The Cavs received tons of heat for the skit on social media, with tons of people claiming it makes light of domestic abuse:
Seriously #Cavs?Not cool.There’s the whole domestic violence issue. AND why do u want to imply that u have to FORCE people to be your fans?
? Amber (@ambermichele83) May 7, 2015
? Amanda LovizaVickery (@alovizavickery) May 7, 2015
? Melissa Stetten (@MelissaStetten) May 7, 2015
Please tell me this Cavs video where a man throws a woman and causes a head injury is not real.
? Tim Reynolds (@ByTimReynolds) May 7, 2015
I imagine the #Cavs will be hiring a new marketing/promo team what a embarrassment for the organization, how does that video get approved
? Trevor Pridie (@loveofthegame10) May 7, 2015
Apparently the Cavs are on board with domestic violence jokes https://t.co/AQyqjKzxrL
? Bob Polglaze (@BobPolglaze) May 7, 2015
So do the #Cavs fire their entire marketing department, or do they have a fall guy?
? Sean Penney (@spenney83) May 7, 2015
The Cavs issued a statement regarding the skit on Thursday, insisting the video was not intended to be offensive and that it was a mistake to run it:
« During a timeout at last night’s Cavaliers vs. Bulls playoff game at The Q in Cleveland, we ran a 1-minute in-arena video that was intended to be a humorous spoof on a popular commercial centered on a song and dance from the classic movie ‘Dirty Dancing.’ While the video was not intended to be offensive, it was a mistake to include content that made light of domestic violence.
Domestic violence is a very serious matter and has no place in a parody video that plays in an entertainment venue. We sincerely apologize to those who have been affected by domestic violence for the obvious negative feelings caused by being exposed to this insensitive video.
The Cavaliers organization has a strong and lengthy track record of supporting domestic violence-related causes and efforts. We will continue to proudly work with our regional partners at the Domestic Violence Child Advocacy Center in support of their numerous programs to end domestic violence in our country once and for all. »
Do you think the commercial was in bad taste or did people overreact to a stupid skit?