Baskin Robbins Korea under fire for controversial CF involving a child model

Article: Baskin Robbins controversial ad with child model Ella Gross...ad deleted online

Source: sports.khan.co.kr

Baskin Robbins Korea is under fire for a controversial ad featuring a child model.

The ice cream company is under fire for sexualizing an ad featuring a child model Ella Gross. The ad video released on June 28 made headlines with the appearance of world-famous children's model Ella Gross. However, in the released video, Ella Gross appeared in dark makeup and a sleeveless dress, sparking controversy that she was portrayed as an adult woman and made into a child sex product.

Controversial "Pink Star" ad featuring child model Ella Gross

On June 29th, Baskin Robbins posted a lengthy message on its Instagram and apologized to customers and said, "We have received opinions from our customers about the inappropriateness of an image featuring a child model Ella Gross in our company's "Pink Star" CF video that was released on June 28th through our official SNS account. The ad was designed to link the image of a pink star with the confident and unique look of Ella Gross. We obtained sufficient prior discussions with the parents of the child model in question through her agency and the filming took place in the presence of her parents. She wore fashion model-like makeup for children as well as a children's clothing brand. But despite the series of procedures and preparations, we have decided to stop sharing the video after our customers expressed discomfort with the image of Ella Gross in the commercial. From now on, we will try to become a brand that listens to the diverse opinions and advice from our customers. Once again, we apologize to all customers of Baskin Robbins."

Message posted on Instagram by @baskinrobbinskorea 

You can check out the controversial ad below. 

1. [+32, -13] What is that? It's so embarrassing. Why are you sexualizing a baby? This is a sex product. What's wrong with these people!!
2. [+7, -3] She was born in '08 are they crazy!!
3. [+6, -4] What's wrong with this though? I just see a cute little kid eating ice cream~
4. [+5, -2] Is that how you guys dress up your daughters?? They must be some strange kids..
5. [+3, -5] I feel like this ad is interpreted differently based on each person's point of view? If you're looking at it like that it might seem that way..