After incurring the wrath of Courtney Love, shoe giant Dr Martens has apologised for the ad that features her late husband Kurt Cobain.
Washington, May 25 : After incurring the wrath of Courtney Love, shoe giant Dr Martens has apologised for the ad that features her late husband Kurt Cobain.
Dr. Martens CEO David Suddens in a statement apologised on behalf of the company, and admitted that using Cobain, and other late rock stars in the ad campaign was "offensive".
"We are really, really, really sorry. We do think that it is offensive. We made a mistake. My message to Courtney Love is: This is something we shouldn't have been doing," People quoted him, as saying.
Love, on Wednesday, May 24, had slammed Dr Marten shoes for carrying a picture of her late husband, Nirvana front man Kurt Cobain, in their commercial.
The singer's rep said that Love would have never approved such an advertisement.
The rep added that the rocker thought that it was 'outrageous' that the company tried to commercially gain from the 'despicable' use of the late musician's picture.
"Courtney had no idea this was taking place and would never have approved such a use. She thinks it's outrageous that a company is allowed to commercially gain from such a despicable use of her husband's picture," People magazine quoted the rep, as saying.
The ad that is out in the United Kingdom, features Cobain in an angelic robe, wearing Dr Marten shoes and seated on heavenly clouds.
The ads that have not been released in the US also feature several other dead rockers including Sid Vicious from The Sex Pistols and Joey Ramone from The Ramones.
Suddens also told People that the ad, which ad appeared in a single UK publication, was intended for a one-time use only. However, he admitted that it had been a mistake to have used it at all.
He also insisted that Dr Martens had parted ways with the agency, Saatchi and Saatchi London, that came up with the advert.
"I wasn't even aware of it. I was still unaware until [Wednesday]. When I found out what happened, I fired [the agency]. We never should have done that. It's not a campaign we want to be associated with," he said.
ANI