10:10 apologized for their blood-drenched “No Pressure” PSA within hours of releasing it, but it was one of those “Sorry if you’re offended” apologies. Eugenie Harvey, the director of the project, has just issued a much more genuine-sounding apology:
As you may have heard, last week, 10:10 made a mistake by releasing a short film about cutting carbon which was supposed to be humourous but in the event upset a lot of people. We quickly realised that we had made a serious mistake and took it down from our website within hours.
We also issued a statement apologising but there has subsequently been quite a lot of negative comment, particularly on blogs, and understandable concern from others working hard to build support for action on climate change.
We are also sorry to our corporate sponsors, delivery partners and board members, who have been implicated in this situation despite having no involvement in the film’s production or release.
I am very sorry for our mistake and want to reassure you that we will do everything in our power to ensure it does not happen again.
Somehow I don’t think that will be an issue! The campaign might have trouble finding a whole new set of sponsors for its next lighthearted foray into splatterporn, now that donors like Sony are publicly distancing themselves from the whole thing.
It couldn’t happen to a more deserving bunch of smug, blinkered scolds.
(Hat tip: Simbits)