Morrisons apologises over Angel of the North baguette stunt

Morrisons has apologised after people criticised its projection of a baguette onto Antony Gormley's Angel of the North statute in Gateshead.

Morrisons: apologises for Angel of the North baguette ad
Morrisons: apologises for Angel of the North baguette ad

The projection of a baguette was beamed onto the statue over the bank holiday weekend as part of a wider campaign devised by Morrisons’ agencies DLKW Lowe, MEC and Kinetic.

The projection came under fire from both Gormley, who was quoted in an article in The Guardian, and from the wider public.

A Morrisons spokesman said: "We’re sorry if you thought we got carried away by shining a baguette on the Angel of the North and apologise unreservedly to those to whom we have caused offence.

"We were trying something different, which was meant to put a smile on people’s 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."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published