This season CoverGirl started an ad campaign that was directed at the female fan base of the NFL, which is a sizeable group, since females make up 40% of the NFL’s fans. As you can see, the ad depicts a woman wearing an NFL jersey, and she has used makeup to decorate her eyes in support of her favorite team.
The commercials that show these images pair them with the tagline, “Get Your Game Face On!” They also make it known that CoverGirl is the official beauty sponsor of the NFL. At face value, these commercials do not appear to be offensive at all.
However, the circumstances surrounding them have gotten a lot of females riled up about the ads. Since the ad campaign was released, there have been several well documented cases of physical abuse by NFL players. Players in hot water for abusing their wives include Ray Rice, Greg Hardy, and Jonathan Dwyer. CoverGirl’s continued partnership with the NFL despite these circumstances is what is getting people upset.
Some people took the liberty of retouching the ads to depict the women as battered and bruised.
Surprisingly, these ads are being used as a call for female fans to boycott not only the NFL, but CoverGirl as well. Rather than boycott the NFL, CoverGirl decided to please both parties by releasing a statement explaining that the kind of abuse being displayed by NFL players is not acceptable.
CoverGirl’s full statement is as follows: “As a brand that has always supported women and stood for female empowerment, CoverGirl believes domestic violence is completely unacceptable. We developed our NFL program to celebrate the more than 80 million female football fans. In light of recent events, we have encouraged the NFL to take swift action on their path forward to address the issue of domestic violence.”
Apparently, the statement was not enough to appease the people who are calling for the boycott of CoverGirl. Clearly, CoverGirl’s detractors think that their actions and their words are saying two different things.
CoverGirl is in a very tight spot right now. I find it unfair that people would expect CoverGirl to cut their ties with the NFL because of the recent unfortunate developments. It really seems like a knee jerk reaction to me. The NFL has been looked upon fondly for years, and now that it is finally under some scrutiny, you are expected to abandon it totally? That does not seem reasonable to me.
Spargo, C. (2014, September 16). CoverGirl defends their continued support of NFL days after photoshopped versions of their ads depicting battered women go viral. Retrieved September 18, 2014, from http://www.dailymail.co.uk/news/article-2758322/CoverGirl-defends-continued-support-NFL-days-photoshopped-versions-ads-depicting-battered-women-viral.html