Modern Marketing Body Shaming News

Chloe Moretz blasts body shaming Snow White marketing in series of tweets


By John Glenday | Reporter

June 1, 2017 | 4 min read

US actress Chloe Moretz, famous for taking on the role of foul mouthed under-age superhero Hit Girl in Kick Ass, has turned her fire on the ‘body shaming’ advertising team behind her latest venture, an animated re-imaging of the classic Snow White tale.

Chloe Moretz

Chloe Moretz takes down body shaming Snow White marketing in series of tweets

In a series of tweets Moretz criticized a Cannes promotional poster in which slim and stocky depictions of Snow White are captioned: “What if Snow White was no longer beautiful and the 7 dwarfs not so short.”

When the advert was brought to the attention of Moretz, who provided the voice for one of the characters, the actress took to Twitter to apologise for ‘offense that was beyond my creative control’.

In the wake of the controversy, Red Shoes and the 7 Dwarfs producer Sujin Hwang apologised for the advertising slant, withdrawing the campaign along with the film’s first trailer.

In a statement Hwang said: “Our film, a family comedy, carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasising the importance of inner beauty.

"We appreciate and are grateful for the constructive criticism of those who brought this to our attention.”

'Body shaming' ads have become a point of contention in recent months with London mayor Sadiq Khan going so far as to promise a ban on such campaigns from appearing on the Tube network.

Modern Marketing Body Shaming News

More from Modern Marketing

View all


Industry insights

View all
Add your own content +