In a brand new advert marketing campaign for E.l.f. Magnificence, Matt Rife stars alongside drag performer Heidi N. Closet as fictional private damage attorneys “E.l.f.ino & Schmarnes.” The model might have been hoping the comedic duo would deliver laughs, however as a substitute, the advert has been stirring up controversy.
Prospects took to social media to decry the casting of Rife, a slapstick comedian who beforehand got here beneath hearth for making jokes blaming victims of home violence in his 2023 Netflix particular Pure Choice, and on the expense of trans folks in his 2024 Hollywood Bowl present.
“I do know a factor or two about crimson flags,” Rife says within the new advert, occurring to say that prospects deserve higher than overpriced make-up.
Enjoying on the cost-saving focus of the advert, one commenter on Instagram who gained over 20,000 likes questioned whether or not E.l.f. lacked the price range for a comic who doesn’t joke about abuse. Dozens of different commenters urged the model to take down the video, with some taking the video because the model’s condonation of Rife’s earlier statements towards home violence victims.
In a press release posted to E.l.f.’s Instagram and TikTok accounts, the model acknowledged the controversy surrounding the advert, however stopped wanting straight apologizing or eradicating the video.
“ us. We’re at all times listening and we’ve heard you,” the model wrote. “This marketing campaign aimed to humorously highlight magnificence injustice. We perceive we missed the mark with folks we care about in our e.l.f. group. Whereas E.l.f.ino & Schmarnes closes at this time, we’ll proceed to make the case towards overpriced magnificence.”
The assertion did little to mollify these upset by the advert, who famous in later social media feedback that the advert continues to be obtainable to observe and that the assertion didn’t deal with the issues underlying Rife’s casting.
“It is a non-apology. Actually. It’s all intentional outrage advertising. I’m sick of it,” one consumer wrote on Reddit.
Outrage advertising—which includes sparking damaging reactions to garner consideration and engagement with a model—appears to be on the rise, whether or not intentional or not. Sydney Sweeney’s American Eagle advert and Gavin Casalegno’s Dunkin’ Donuts advert each spurred equally damaging reactions just lately.
E.l.f. Magnificence didn’t instantly reply to a request for remark in regards to the objective of the advert marketing campaign and whether or not prospects’ claims that the model is participating in “outrage advertising” have any validity.
