In a serious case of unfortunate timing, denim brandLevi's has had to postpone the release of their latest ad campaign, because it contains scenes of rioting.
Untimely? Levi's has postponed UK distribution of their new advert, which contains riot scenes. Photo:Levi's/YouTube
The short video contains footage of demonstrators confronting riot police in the street, in a manner comparable to the shocking scenes played out in real life across the UK over the past four nights.
Originally released on the Levi's Facebook page yesterday, distribution of the video advert has since been postponed in the UK, after the company came under fire for their poor timing. It will no longer be released on British television or in cinemas, as originally planned.
The advert, entitled Levi's Legacy and featuring the tagline Go Forth, was filmed during the May Day celebrations in Berlin.
To their credit, Levi's have been quick to act, releasing the following statement:
"We are deeply disheartened about the unprecedented events taking place in the UK at the moment and which have impacted communities across the country.
"While Go Forth is about embodying the energy and events of our time, it is not about any specific movement or political theme; rather, it's about optimism, positive action and a pioneering spirit.
"Out of sensitivity for what is happening in the UK, we have temporarily postponed our cinema and Facebook spots in the country."
It is thought that the brand are now working to edit the riot scenes out of the original advert, before re-release.
What do you think, should the ad distribution have been postponed in the UK? Vote below.