Another epic fail in European Commission communications

I don’t often blog twice per day – in fact it is simpler than that – I have never blogged twice per day.

But I found this gem from the EU. From the DG Enlargement to be precise and didn’t want my fellow communicators go without it. Take 90 seconds out of your life and watch it.  It’s so bad it might become a cult. How will  Kung Fu, capoeira and kalaripayattu raise anyone’s interest in (possible) future EU enlargements?

Of course, the EU has received strong criticism to this horror movie. In fact it received so much criticism it was removed from YouTube. But the Internet cannot forget – I found it here. Therefore, to apologise for a video you can no longer watch, but certainly gets curious of when reading the apology – the DG of the DG Enlargement sends this message to the English-speaking press only – another communications gaff if you ask me:

We have received a lot of feedback on our latest video clip, including from people concerned about the message it was sending.

It was a viral clip targeting, through social networks and new media, a young audience (16-24) who understand the plots and themes of martial arts films and video games. The reactions of these target audiences to the clip have in fact been positive, as had those of the focus groups on whom the concept had been tested.

The clip featured typical characters for the martial arts genre: kung fu, capoeira and kalaripayattu masters; it started with demonstration of their skills and ended with all characters showing their mutual respect, concluding in a position of peace and harmony. The genre was chosen to attract young people and to raise their curiosity on an important EU policy.

The clip was absolutely not intended to be racist and we obviously regret that it has been perceived in this way. We apologise to anyone who may have felt offended. Given these controversies, we have decided to stop the campaign immediately and to withdraw the video.

Stefano Sannino, Director General of DG Enlargement

Honestly, this is tax money – have they nothing better to do? First, it was the video celebrating the Euro’s 10th anniversary. And now this. I spot a business opportunity for any sane video producer.

Are professional communications and the European Commission like east and west – never shall the two meet?


2 svar till “Another epic fail in European Commission communications

  1. Ping: Keep calm- it’s just another crisis! « Eclayre

  2. Ping: European Commission’s communication failures | Swede in Paris - Svenska i Paris


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