Skip to comments.Exploitation of 9/11?
Posted on 01/29/2005 7:48:01 PM PST by Hildy
Robert De Niro and American Express are being criticized for a new 30-second TV ad airing in the U.S. and the U.K. which includes shots of the now barren site of the World Trade Center. In the ad, directed by Martin Scorsese, De Niro walks through New York, referring to "My East .. my West Side." When he arrives at Ground Zero, he remarks, "My heartbreak." (The spot's tagline is: "My life. My card.") Brand Republic, an online publication covering advertising and marketing, said that the spot is drawing flak for exploiting the 9/11 tragedy.
Sounds pretty tasteless.
Will they do one with Penelope Cruz (Spanish) where she walks through Madrid and stops at the train station?
Well my immediate reaction is that it isn't bad.
Why is it bad for him to say "my heartbreak" as he looks at the wreckage of 9/11? Are we now to pretend that this event and area does not exist? it is valid for public figures to mention, it is valid for commercials, if done tastefully, sounds like this one is tasteful.
Crass, tacky - but if it serves to remind a wide audience of what we stand to lose if we forget that day, I can live with it.
Try this one: http://us.imdb.com/news/sb/
If you knew what AMEX did for (and is doing) NYC in the aftermath of 9-11 you'd sign up now. The spots are no more exploitive of the terrorist attact than the bronze statue of 1st responders is.
Of course, like the libs, some just need to disparage.
I've seen it and I hate it, but only because DeNiro is such a self-indulgent jackass, sort of like an even older version of Sean Penn than Sean Penn.
There was once a time when boundaries of respect were just understood. Now...the envelope is just constantly pushed.
Really? Tell us. I really want to know.
Hmm...I'm not sure if it's completely tasteless.
America is built on enterprise. New York is a shopping, money spending city.
If the ad attracts people - particularly overseas visitors -back to New York, to spend money, while still remembering what happened on 9/11..why not?
I'd like to see the advert on-air to see if I think it's offensive. Normally, I get an immediate 'gut' reaction from something on seeing it, if it's tasteless.
I believe its tasteless. Sure he has the right think of it as his "My Heartbreak" but don't use it to sell a credit card.
I see it all the time. I think it is fantastic.
I've seen the commercial, don't see a problem with it. DeNiro is an old school New Yorker, and identified with the city by outsiders more than any one else. Should they just pretend 9/11 didn't happen? It changed the face of the city, changed the mood of the city, changed the concept of the city, 9/11 is as much a part of the city as the buildings that were there before it happened.
Maybe we could short sell the stock and donate the profits to the survivors.
I haven't decided how I feel about this. As people, I'm not crazy about DeNiro or Scorsese because of their politics so I tend to automatically think this is tasteless, but I'm not sure.
I hate that commercial, i always thought it was absolutely ridiculous for a credit card.
I think it's a great ad! It catches my attention every time it airs. DiNiro is a New Yorker who is very supportive of his city. Can't he be heartbroken like all of us about what happened on 9/11?
I think it's a good and thoughtful ad. Vintage DeNiro. No one "owns" 9/11.
Yes it is. Just scroll down and you'll see the item. It's nearer to the bottom of the page.
I have seen it many times. I find nothing wrong with it.
Sure he can be "heartbroken" but why use it to sell a credit card fro American Express. Are they going to send the money DiNiro made from the commercial to the victims and family members?
Sure he can be "heartbroken" but why use it to sell a credit card for American Express. Are they going to send the money DiNiro made from the commercial to the victims and family members?
I've seen it and consider it tasteless. I don't understand the reason for referring to a tragedy to sell anything.
Apparently DeNiro teamed with AMEX after 9/11 to fund some kind of arts rejuvenation in the area. I guess putting back to work the number of arts related businesses ruined by the attack. So maybe the money goes to that...or not...who knows?
I've seen the commercial several times on TV---but I never caught the reference to Ground Zero. It can't really be that offensive if its' never even registered with me...
The vibe I got from it was a guy who was proud of his city. And that is a good thing.
I don't know, or care, what DeNiro's politics are. What I do know is that he is a fine actor. Apparently New York is to him what Athens was to Socretes. Who can fault him for that?
I've seen it and I think it is a good commercial. Then again, I don't go out of my way to be offended about things.
I've seen the ad a few times and think it's both poignant and tasteful. While the ad doesn't make me want to apply for an AMEX, It makes me want to visit NYC again.
I think it's a great ad. Well-written, and photographed, and nothing exploitative at all.
No different, or maybe less so; than either political party using it for campaign purposes.
The commercial is very well done. Totally respectful and not offensive. It's not like he's saying "our prices are coming down like the towers".
To tell you the truth, DeNiro hasn't made a good movie in quite a long time...his newest one is getting horrible reviews (The thriller with Dakota Fanning). He's getting a reputation of being a hack. Taking movies just for the money. NOT THAT THERE'S ANYTHING WRONG WITH THAT! Just name the last good movie DeNiro was in. He is a good actor, that's not in question.
They made a commercial about the city, and included the most important thing that's happened in the city for the last 30 years. You've got two choices: they use it or they pretend it never happened, which do you like better? Personally I think way too many people are in denial about 9/11, I appreciate the fact that neither AmEx nor DeNiro are in that list.
Most ads are generally bankrupt anyway, trying to link emotions to their brand name. American Express trying to cash in (promote it's image) by linking itself to 9/11 through the financial genius of a Movie actor (sarcasm)... well if you think about it for a nanosecond, it's all vapor.
No matter how "tastefully done" AMEX is using 911 to sell something and that is crass.
Hows that any different than all the rah-rah-America commercials that came out the end of 2001?
The AMEX part of the commercial is unobtrusive; the message compelling; the cinematography astounding. Now AMEX is doing a rah-rah New York commercial when it's no longer hip to do so. Good for them.