Greece is embroiled in a legal battle following an Adidas advertisement that controversially featured a drone-operated shoe seemingly "kicking" the ancient Acropolis. The ad, which utilized a high-tech drone show, has sparked widespread outrage and prompted the Greek government to initiate legal proceedings, citing unauthorized commercial exploitation of a UNESCO World Heritage site.
Acropolis Ad Sparks Outcry
The Adidas advertisement, which reportedly took place late on a Thursday, depicted a drone-controlled shoe in close proximity to the Acropolis, creating an optical illusion of it interacting with the historic monument. This imagery quickly circulated on social media, leading to public condemnation and accusations of disrespect towards Greece’s cultural heritage.
Legal Action and Investigations Underway
Greece’s Culture Minister, Lina Mendoni, confirmed that a lawsuit has been filed "against anyone and everyone responsible" for the advertisement. Mendoni stated that the legal procedure for using the monument was not followed and described the image as aesthetically akin to the Adidas shoe "kicking the Acropolis." The Athens prosecutor’s office has launched an investigation into how Adidas obtained permits for the drone show. Both the Ministry of Culture and the Finance Ministry are seeking clarification from the Civil Aviation Authority regarding the issuance of aerial permits.
Key Takeaways
- The Greek government is pursuing legal action against Adidas for the unauthorized use of the Acropolis in an advertisement.
- The ad featured a drone-operated shoe that appeared to "kick" the ancient monument, causing widespread outrage.
- An investigation is underway into the permit acquisition process for the drone show.
- The incident highlights the sensitive nature of commercializing Greece’s cultural heritage, especially given ongoing debates about the return of ancient artifacts.
Adidas’s Defense and Political Fallout
Adidas has maintained that all required permits were obtained and adhered to, stating, "No image of the Acropolis monument was used by Adidas for advertising or other purposes." However, this assertion has been met with skepticism in Greece. The incident has also become a political hot potato, with opposition parties criticizing the center-right government for alleged negligence. The Pasok party stated that the Acropolis "cannot be treated as a backdrop for commercial use," while the left-wing Syriza party condemned the ad as "commodification of Greece’s cultural heritage."
A History of Sensitivity
The controversy underscores the deep sensitivity surrounding the Acropolis, a global symbol of democracy and culture. This incident follows a recent outcry when the Greek culture ministry rejected a request from Oscar-winning director Yorgos Lanthimos to film his latest movie, Bugonia, at the monument, deeming the proposed scenes "incompatible with the symbolism … and the values the Acropolis represents." The stark contrast in decisions has led to public criticism, with some social media users lamenting, "No to Yorgos Lanthimos. Yes to Adidas. No to art, yes to money."
