The good people of Gateshead, England are proud of their mining history and post-industrial present. A statue called The Angel of the North stands 66 feet tall on the outskirts of town, boasting a wingspan of 177 feet. It’s a symbol of their proud culture.
Now’ it’s at the center of a grocery store’s publicity stunt gone wrong.
In an effort to promote its low prices, Morrisons projected a 177-foot baguette with the slogan, “I’m cheaper,” onto the angel’s wings.
Many called it “cultural vandalism
The statue’s sculptor, Antony Gormley, was understated and succinct in his opinion about the ad, telling British news outlets, “I’d rather the Angel is not used for such purposes, but it’s out there.”
The supermarket itself issued the following apology
to the British media:
We're sorry if you thought we got carried away by shining a baguette on the Angel of the North and apologize unreservedly to those to whom we have caused offense. We were trying something different which was meant to put a smile on people’s faces but clearly it wasn't to everybody's tastes. We're so proud of our northern roots and the last thing we want to do is offend anybody.
You can see the stunt (and opinions of it) in multiple tweets: