Dior pulls 'tone deaf' ad for Sauvage, starring Johnny Depp, that uses Native American themes

Mail Online | 8/30/2019 | Leah Mcdonald For Dailymail.com
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Dior has deleted ads from its social media accounts promoting its Sauvage fragrance after it faced a backlash because of its use of Native American culture.

A video on Twitter featuring a Native American dancer and an Instagram post explaining the campaign that was crafted with Native American consultants was deleted hours after the fashion house was called out for cultural misappropriation and being insensitive.

Part - Sauvage - Campaign - Johnny - Depp

As part of the Sauvage campaign, Johnny Depp stars in a film called 'We Are the Land' that is described in marketing materials as an 'ode to Mother Earth'.

In the ad, the narrator says, 'We are the land', as a Native American man performs a traditional dance before the screen goes black.

Johnny - Depp - Poncho - Guitar - Model

It also featured Johnny Depp wearing a multi-colored poncho while playing guitar, and a dark-haired model with long hair in Native American dress.

Hours after it was posted on Friday, the video was deleted from the luxury designer brand's social media accounts.

Company - Email - Comment - Ads - Deletion

The company has not responded to an email seeking comment on the ads or their deletion. One of the deleted posts had promised more details about the fragrance ad campaign on Monday.

It continued to receive heavy criticism for being insensitive and for the fragrance having an offensive name.

Sauvage - French - Variety - Meanings - Savage

Sauvage in French has a variety of meanings, including wild, unspoiled and savage. The fragrance is not new and has been produced by Dior since the mid-1960s.

Critics were also outraged at Depp's involvement. The actor is the celebrity face of the fragrance.

Depp - Portrayal - Tonto - Movie - Lone

Depp's portrayal of Tonto in the 2013 movie 'The Lone Ranger' was also criticized, despite the actor working with consultants from the group Americans for Indian Opportunity, which also consulted on the...
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