Ogilvy & Mather apologises for controversial ad campaign featuring Malala Yousafzai being shot

Ogilvy & Mather India has apologised for an ad created in India that depicts cartoon images of Malala Yousafzai, the Pakistani schoolgirl shot in the face by the Taliban, in a campaign for Kurl On mattresses. The campaign, released on Campaign Brief Asia on Tuesday, features Malala, Mahatma Gandhi and Steve Jobs.

The ads were stories about famous personalities bouncing back or reclaiming their lives to become legends. The Malala poster features images of her being shot and falling backwards covered in blood, being put on a drip and then bouncing off a mattress and recovering to receive an award.

Ogilvy’s press spokesman for Asia Pacific, Greg Carton has apologised to Yousafzai and her family.

The Guardian Newspaper quotes Carton: “The recent Kurl-On ads from our India office are contrary to the beliefs and professional standards of Ogilvy & Mather and our clients. We deeply regret this incident and want to personally apologise to Malala Yousafzai and her family.”

“We are investigating how our standards were compromised in this case and will take whatever corrective action is necessary. In addition, we have launched a thorough review of our approval and oversight processes across our global network to help ensure that our standards are never compromised again.”