Dive Brief:
- Actor David Duchovny is facing criticism for staring in an online beer commercial for Anheuser-Busch InBev's Siberian Crown.
- In the ad Duchovny, who was born in the former Soviet Union, imagines what his life might have been like if his family had never immigrated to the United States.
- The ad, which ends with Duchovny saying there are many things for Russians to be proud of, has been watched almost 2.5 million times on YouTube.
Dive Insight:
If the ad had gone online months ago, no one would have batted an eye. But given the conflict in Ukraine and the recent crash of the Malaysian airliner, Duchovny's commercial is infuriating loads of people.
And therein is the problem. A-B InBev posted the ad to YouTube on Friday -- as fury over the missile attack grew worldwide. It may not be fair to blame Duchovny for insensitivity. The ad was filmed long before the plane was attacked. But, this is most decidedly not the time to promote Russian pride.