Baskin-Robbins Tears Down Commercial For Apparently ‘Sexualizing’ Child Model
By Izza Sofia, 08 Jul 2019
Ice cream company Baskin-Robbins in South Korea has received criticism for supposedly sexualizing an 11-year-old model.
The ad featured American model Ella Gross, who was promoting the company’s new ‘Pink Star’ ice cream flavor. The clip, which included exploding elements, showed Gross savoring the new flavor off a spoon.
However, some South Korean viewers felt the commercial featured overtly sexualized elements of the young girl. As reported by NextShark, many labeled the company “weird and disgusting” for making Gross look like a mature young woman by posing her in heavy makeup.
Baskin-Robbins has taken down the ad and issued an apology. According to Korea Times, the company assured that the concept was discussed with the model’s parents before it went into production. They were also on set while the commercial was being filmed.
Now, Gross’ mother, Wynne Gross, has weighed in on the backlash, stating that she is “disappointed” with the way viewers have perceived her daughter in the video. In an Instagram post, the mother described that she was “saddened how certain segments of the public reacted to this commercial.”
Wynne Gross hopes those who are speaking out against the commercial would stop claiming they are “doing this for Ella,” and has thanked those who stand by the young model.
View this post on Instagram
I wanted to take a moment to address the reaction that Ella received to a recent project that she worked on with Baskin Robbins Korea. I’m saddened to see how certain segments of the Korean public reacted to this commercial. What was honestly meant to be a fun commercial for a new ice cream flavor is being perceived by them as something disgusting and horrific. As most women, I have many roles in my life. However, I am first and foremost a mother, a title in which I take great pride and value above anything else. Ella is my daughter who I would gladly give my life for. It pains me that people have lashed out in such a careless and combative way. Ella continues to grow up with strong faith in God and I pray she will be a role model for other girls. What matters most is how you are on the inside. Ella is a beautiful soul because she truly does not have any bad intentions. She is one of the most hard working, strongest, sweetest, down to earth girls you will ever meet. She is intelligent, she is humble, and she really is a great girl. To those that are rallying against the Baskin Robbins commercial, stop saying that you are doing this “for Ella.” She is surrounded and loved by many strong and powerful women who wholeheartedly have her best interests at heart and who are confused and angered by your hurtful and negative reactions to a beautiful child. To Ella’s fans, her friends and family that pour love onto our sweet girl, I truly want to say Thank You from the bottom of my heart. I have realized how a few words of kindness really mean more than a thousand words of hate. I am so thankful for you all! ~Ella’s Mom
A post shared by Ella G. 🦋 (@ellagross) on
[via Mumbrella Asia, opening image via 한국어광고HUB【KOREAN COMMERCIALS HUB】1]
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