Supermarket chain Jumbo makes a huge slip with their World Cup commercial. That is the opinion of Breda retail expert Paul Moers. In the advertisement promoting an orange jersey for the World Cup in Qatar, construction workers can also be seen rushing. According to Moers, the advertising agency has ‘completely failed’ and the commercial must be taken off the tube quickly.
The commercial can be seen both online and on TV and has received a lot of criticism. In Jumbo’s advertising, several construction workers pass by, including hopping on a construction site. Qatar has been criticized for years for its dealings with guest workers. More than 6,000 workers have died in recent years, according to research by the British newspaper The Guardian. There were also casualties in the construction of World Cup stadiums.
“This is very painful.”
Omroep Brabant has asked Jumbo for a response. The advertising agency that created the campaign, Alfred, referred to the supermarket chain for comment.
“I understand that they don’t respond,” says Moers. “This is very painful. Jumbo has a really good name and then a slip-up like this follows. As an advertising agency you have to know that you have to protect companies like Jumbo against this kind of damage.”
“Jumbo has not sounded the alarm either.”
Moers calls it an ‘insult to Jumbo that the advertising agency has dared to present this’, although he thinks that Jumbo itself is also to blame. “They too saw this, and they didn’t sound the alarm either.”
According to the expert, it is now important that the commercial disappears from the tube as soon as possible. “Or will be adapted and shortened, without the construction workers. This is really not possible right now. There in Qatar there is little to dance for the construction workers.”
Comments under the Jumbo commercial are disabled on YouTube, but it is possible to leave a response on YouTube among other commercials from the company. People can comment on Jumbo’s Facebook page. It’s raining criticism there.
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