A major U.S. tech company has pulled its advertisements from the ongoing Paris 2024 Olympics in response to the opening ceremony’s controversial segment that parodied Leonardo da Vinci’s “The Last Supper.” The decision comes amid a wave of backlash from viewers and religious groups who found the performance offensive.
The company’s executives released a statement explaining their decision to withdraw their ads. “We strongly believe in respecting cultural and religious values,” the statement read. “The portrayal of ‘The Last Supper’ in the opening ceremony was deeply inappropriate and does not align with our company’s values. As a result, we have decided to halt our advertising campaign for the duration of the Games.”
The opening ceremony, which aimed to celebrate diversity and inclusion, featured a segment where performers reenacted the famous painting in a modern, theatrical context. The portrayal was intended to highlight themes of unity and breaking traditional boundaries, but it sparked significant controversy instead.
Religious organizations and many viewers criticized the segment, describing it as disrespectful to a sacred religious image. “This performance was a clear mockery of a deeply significant religious moment,” said a spokesperson for one of the largest religious advocacy groups. “Such depictions should be approached with the utmost sensitivity and respect.”
The backlash led to heated discussions on social media, with many calling for companies and sponsors to reconsider their association with the event. The U.S. tech company’s decision to pull its ads is one of the most high-profile responses so far.
The International Olympic Committee (IOC) responded to the controversy by defending the artistic choices made during the ceremony. “The opening ceremony is designed to be a platform for artistic expression and cultural celebration,” an IOC spokesperson said. “We regret that the segment offended some viewers, but we stand by our commitment to inclusivity and creative freedom.”
Despite the IOC’s defense, the incident has highlighted the challenges of balancing artistic expression with cultural and religious sensitivities. Other sponsors and advertisers are now facing pressure to address their stance on the issue.
The withdrawal of the ads by the tech company underscores the impact that public perception and values alignment can have on corporate decisions. The company’s move is expected to resonate with its customer base, who may appreciate the stand taken on respecting cultural and religious sentiments.
As the Olympics continue, the debate around the opening ceremony’s controversial segment serves as a reminder of the complex interplay between art, culture, and commercial interests. The situation also highlights the importance for global events to navigate these sensitivities carefully to maintain broad support and respect from a diverse audience.