Parent group boycotts 50 Cent's Reebok Advert

50 Cent's Reebok Advert is causing controversy since he is seen counting up in the ad "....2...3...4...5...." to nine, as many times as he got shot. Mothers Against Guns are now against Reebok, and the ad has been reported to the Advertising Standards Authority (ASA) by at least 36 people so far.

Reebok thinks the advert is "positive" and the company "socially responsible".
A spokesperson said: "Reebok does not condone or support every action, choice or view expressed by the hundreds of athletes and entertainers who wear our products. "However, we do support their individuality and their right to express themselves freely."

Reebok - 50 cent I am what I am

Mrs Cope, who founded campaign group Mothers Against Guns and has reported the ad to the ASA, said: "It is disgusting. My son died of one bullet. 50 Cent is very lucky to be shot nine times and survive.
"I say all parents should boycott Reebok until such time as they pull the ad and apologise."

Super adgrunts can see more Reebok ads here.

Reebok / RBK - I Am What I Am - Jay-Z - long

Reebok / RBK - I Am What I Am - Jay-Z - short

Reebok / RBK - I Am What I Am - Allen Iverson - long

Reebok / RBK - I Am What I Am - Allen Iverson - short

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    ulenn indiremiyomm

    May 05, 2005
  • Dabitch's picture

    sniffed too much spraymount today?

    May 05, 2005
  • philmang's picture

    yes it should work and it should be made. it's advertising, and it is designed to connect individuals with products via stories... seems that it does that ok, and if it generates buzz that further connects individuals into the product so be it. if you want to be socially responsible, make ads for non-profits and charities. but don't be all high and mighty about ads for profitable organizations that work.

    May 05, 2005
  • suddenwaffle's picture

    Guess it hits their target then. And, like typical teenagers, they'll love that it's controversial.

    Apr 13, 2005
  • Dabitch's picture

    Yup, I can picture suits and creatives alike working on this account high fiving each other right now.

    Apr 13, 2005
  • ernieschenck's picture

    So can I. And that's pretty sad. This isn't social responsibility. This is social exploitation. Yeah, no question, it'll probably work. But should it?

    Apr 15, 2005
  • andromeda's picture

    Who is doing the social exploitation? The anti-gun group who makes the ad more popular by connecting 50 cents counting to her sons sad demise? She is after all the person who makes a perfectly mediocre ad more popular.

    Apr 18, 2005

Leave a comment