Vadakara Cooperative Hospital in Kerala had to issue an apology for using Oscar-winning actor Morgan Freeman’s face to advertise treatments for various skin conditions.
Morgan Freeman may have essayed some memorable roles on screen, but he sure didn’t expect the popularity would lead to him becoming the face of a skin treatment ad in India. The incident took place in Kerala an advertisement by Vadakara Cooperative Hospital used a picture of the Oscar-winning actor with a tagline that read: “Get your skin tags, DPNs, warts, milia, molluscum and comedones removed through simple procedures easily in a single visit.”
The ad created a stir on the internet, with many calling it out for being ‘racist and ignorant’. The hospital immediately issued an apology for the ad. T Sunil, marketing head of the hospital, spoke to a news portal and said it happened ‘due to lack of knowledge and seriousness’.
Sir, .@morgan_freeman your picture is used as a poster at a dermatology department advt board in hospital in Kerala, India.
Using your picture as sample, they are claiming to make everyone free from dark tan, wrinkles, pigments…. pic.twitter.com/54plREcswi
— RejimonKuttappan (@rejitweets) January 31, 2022
Sunil added, “A dermatologist joined our out-patient department recently. In order to publicise that there are skincare treatment facilities at the hospital, the board was installed and kept there for four days. A local designer created it. Due to lack of knowledge and seriousness, the board was carelessly installed in front of the OPD. A person inquired why Nelson Mandela’s photo was printed for the ad. After that, we removed it on Saturday.”
“However, the ad went viral on social media by Sunday. We extended our apology on Facebook. We understand that Freeman is a great artist, admired by many people across the world. We sincerely say sorry for the lack of knowledge,” he added.
Sree Parvathy, a renowned author, had earlier posted a long list of accolades won by the actor while criticising the ad. She then addressed the apology posted on Facebook and said that she was glad the ad has been removed. “Happy about it. It is true that his admirers are saddened and distressed over using his photo for skin disease solutions.
For others, it will be like posting DiCaprio’s photo in front of hair saloons. Or else, its like taking a celebrity’s photo from Google for free to use in an ad. The difference between using Freeman’s photo for solution to skin problems like milia and using Di Caprio’s photo for hair saloon should not go unrecognized,” she wrote while underlining the implied racism.
“Nevertheless, respect to the hospital authorities who were willing to make amends after the mistake was pointed out. The earlier post has been enabled with ‘only me’ view option as there is no need to share it further,” she added.
(Featured Image Credits: Twitter)
