Abercrombie & Fitch Doesn’t Think Much of “The Situation”

August 17, 2011 at 11:41 AM 2 comments

I have never watched a full episode of “Jersey Shore,” but the bits and pieces I have seen are embarrassing to me as an American.  The fact that a show featuring an entire cast of dumbed-down airheads was even produced is a sad commentary on the state of our nation.  I mean, until the other day, “Snookie,” the “star” of the show, didn’t know Montana was a state.

So I empathize with Abercrombie & Fitch.  They are so embarrassed by the show they’re offering to pay cast member Michael “The Situation” Sorrentino not to wear their clothes:

With their quick rise to fame, the cast of MTV reality show “Jersey Shore” has cashed in on a number of endorsement deals, including weight loss supplements, alcohol and bronzer.

But here’s a first. Teen apparel retailer Abercrombie & Fitch Co. is offering to pay Michael “The Situation” Sorrentino not to wear its merchandise.

The New Albany, Ohio company released a statement Tuesday evening titled “A Win-Win Situation,” in which it stated a “deep concern” over the association between Mr. Sorrentino and the brand. A&F offered up a “substantial payment” to Mr. Sorrentino “to wear an alternate brand.”

“We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans,” the statement read.

The company also extended the pay-to-not-play offer to the other Jersey Shore reality stars and said it was “urgently waiting a response.”

This has to be a first in the annals of advertising history.  Retailers historically love product placement but apparently they feel much as I do when it comes to “Jersey Shore” bimbos being associated with their brand.

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Entry filed under: Consumerism, Dumbed Down, Education, They Think We're Idiots/We ARE Idiots. Tags: .

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2 Comments Add your own

  • 1. Di  |  August 17, 2011 at 12:15 PM

    I have a mixed opinion about this, perhaps not mixed just cynical. Part of me truly wants to believe that A&F really has strong core beliefs in what they want their brand to represent. The other part of me says what a great publicity stunt. As for what they’re paying the bonehead… please. Ask any public relations specialist what press like this costs.

  • 2. Say It Ain't So Already  |  August 17, 2011 at 3:09 PM

    Di –

    Very good point. Hadn’t thought about that.

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