Advertising Agency Heads Comment on Rannarootsi Controversial Ad
Estonian meat producer Rannarootsi's ad featuring men with Ukrainian flags and smoke has sparked debate over hate speech. Ad experts say the ad is straightforward, but they would not have created it themselves.
Estonian meat processing company Rannarootsi Lihatööstus has come under fire after posting an advertisement on social media. The image shows two men with Ukrainian flags on their sleeves grilling meat against a backdrop of smoke. The slogan reads: "Õige grill muudab kibeda sibula magusaks" ("The right grill turns a bitter onion sweet"). The word "sibul" (onion) can be used as a derogatory term for Russian speakers in Estonia.
Indrek Viiderfeld, head of advertising agency Tabasco, said he does not see the situation in such gloomy tones and life in Estonia will not stop because of it. He noted that he would not have made such an ad for his client Pakendikeskus. His agency avoids taking public stances on serious topics.
Madis Ots, co-founder and creative director of agency Salama, stated that the ad is quite straightforward and lacks subtlety. He said it is unsurprising that it can be interpreted as inciting hatred. However, regarding the war in Ukraine, he emphasized that the primary inciter of hatred is Russia, not the ad. Ots drew parallels to Nike's campaign with Colin Kaepernick and BrewDog's anti-World Cup campaign.
Rannarootsi's team decided not to remove the ad. Ots believes removing it would change nothing, as the reaction has already occurred. He noted that Estonian companies rarely take a stance on political issues.
