CoverGirl issues statement after protesters alter NFL ‘Game Face’ ads

Continuing to follow the fallout from Ray Rice’s expulsion from the NFL, which occurred only after outraged online protest, COVERGIRL launched their NFL advertising campaign (major sponsors of the NFL). Unfortunately titled “Get your Game Face On”, with images of their “Girls” dolled up in make-up to match the many NFL team colours.

A viral campaign has been launched against the CoverGirl campaign lead by photoshopped images of CoverGirl’s NFL campaign. As a result, the Ravens image has been pulled from the website (though CoverGirl denies this claim) and has issued another weak statement in response to the recent viral criticism. Interesting that a beer company will respond more sternly than a make-up company which one would think would more of an effort to support women.


Originally posted by The L.A. Times on September 16, 2014. Written by Ryan Parker.

CoverGirl issues statement after protesters alter NFL ‘Game Face’ ads

A CoverGirl ad campaign meant to draw female football fans has become the target of online protesters upset about the makeup company’s ties to the NFL in the wake of the Ray Rice domestic abuse scandal.

Ads for the “Get Your Game Face On” campaign have been altered to make it appear that a model in a Baltimore Ravens jersey has a black eye.

game face
The ad campaign features models made up in team colors and urges potential customers to “find your team’s official game face and fanicure, purchase products for every look, and more!”

After the pages were briefly unavailable Monday night, the site again displayed the team looks, minus the Ravens’ model. The omission was not noted on the website.

CoverGirl officials Tuesday acknowledged that the site was down at one point, but said no changes were made and the Ravens page remains online.

Shortly before 8 p.m. Monday, CoverGirl issued the following tweet:

<blockquote class=”twitter-tweet” lang=”en”><p>COVERGIRL supports women &amp;&#10;stands for female empowerment. We believe domestic violence is&#10;unacceptable. Read more at <a href=”http://t.co/d4tG5S37PL”>http://t.co/d4tG5S37PL</a>.</p>&mdash; COVERGIRL (@COVERGIRL) <a href=”https://twitter.com/COVERGIRL/status/511705147546677249″>September 16, 2014</a></blockquote>
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And posted this statement on its Facebook page:”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.”

The statement came after hours of protesters using the altered CoverGirl ad — several versions of which were circulating in social media — to demand an end to the relationship between the company and the NFL. Protesters also called for the ousting of NFL Commissioner Roger Goodell.

Goodell has been heavily criticized as initially doling out too weak a punishment to Rice, who has since been cut from the Ravens and indefinitely suspended from the league.

Working to repair his image and the league’s, Goodell announced Monday that the newly created position of vice president of social responsibility would be headed by NFL executive Anna Isaacson. In addition, Goodell named three female consultants who will work with Isaacson to help shape league policies on domestic violence and sexual assault.

The altered images, posted to Facebook and Twitter, were shared so many times that the faux ads went viral with anti-NFL hashtags and messages added.

<blockquote class=”twitter-tweet” lang=”en”><p>Who knew the <a href=”https://twitter.com/hashtag/NFL?src=hash”>#NFL</a> had an &quot;Official Beauty Sponsor&quot;? It&#39;s <a href=”https://twitter.com/COVERGIRL”>@COVERGIRL</a> <a href=”https://twitter.com/hashtag/GoodellMustGo?src=hash”>#GoodellMustGo</a> <a href=”http://t.co/g3LDd1vfly”>pic.twitter.com/g3LDd1vfly</a></p>&mdash; Adele Stan (@addiestan) <a href=”https://twitter.com/addiestan/status/510450963787051008″>September 12, 2014</a></blockquote>
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CoverGirl celebrity models include Pink, Drew Barrymore, Janelle Monáe, Katy Perry, Taylor Swift, Sofía Vergara and Ellen DeGeneres. As of late Monday, none had weighed in on the protests via social media.