Angel causes Anger
Antony Gormley designed the Angel of the North to be a focus of hope in a time of difficulty in the 1990’s, when the people of the North East were facing the closure of the Lower Tyne Colliery and many other industries in the area.
But early last week leading supermarket chain Morrisons were forced to apologise as it created uproar for using the giant wings of the Angel of the North as a free billboard to advertise the price cut of a French baguette.
The baguette was projected onto the wings and bore the words “I’m cheaper” in the bottom corner. Many people have described the act as guerrilla marketing, as Morrisons were unable to confirm whether or not they had permission from Gateshead Council to pull such an act.
It is clear that Morrisons thought it would be a good publicity stunt after falling sales, instead it has backfired and caused offence to many people including Antony Gormley himself.
Gormley said: “I was shocked and appalled by that, I have to say… To see it trivialised like that was shocking and stupid.”
Available from: http://www.telegraph.co.uk/culture/10812525/Antony-Gormley-Morrisons-Angel-of-the-North-stunt-shocking-and-stupid.html [Accessed 9 May 2014]
What are your views? Should it be allowed for public art to be used as a marketing tool for large companies?
Antony Gormley, Angel of the North, 1998 (Photograph by Tony Grist)