Duncan Campbell
Ridley and Tony Scott, two of Britain’s most celebrated film directors, reacted with fury and more than a little embarrassment to an advertisement placed by their company that critics say is offensive to black people and women.
They apologised profusely for the advert, in the trade weekly Shoot, which has led to picketing of the company’s Hollywood offices and protests by civil rights groups.
It shows an elderly bare-breasted African woman with the caption: “In South Africa, this is what SAG means.”
The ad promotes the commercial film- making facilities in South Africa and announces that a member of the Scotts’ company, RSA USA, will be setting up a temporary office there during the strike by members of the American Screen Actors Guild – better known in the business as SAG.
Ridley Scott’s film Gladiator is currently enjoying great success in the United States.
The strike started nearly three weeks ago by SAG and the American Federation of Television and Radio Advertising (Aftra), involves 135E000 actors. They are objecting to proposed changes to the way they are paid, which they claim would cost them money. Makers of commercials have threatened to shoot their ads abroad or use non-union actors.
“We are shocked and appalled,” SAG said. “It clearly insults women, actors and advertisers.”
A protest supported by the National Association for the Advancement of Coloured People, Aftra and the AFL-CIO union federation was held outside RSA’s offices on Thursday.
Initially, RSA USA defended the ad. A rpresentative said: “It’s a bit of shock value for shock value’s sake. But there is a lot of business at stake here.”
But when the Scott brothers became aware of what had been done, their response was as explosive and spectacular as their films.
“We knew absolutely nothing about this advertisement and are as upset, sickened and appalled by the situation as anyone else,” they said in a statement.
The company said: “We made a huge mistake … we are truly and deeply sorry.”