MGM International is being slammed online for a new television commercial released this week just weeks after the deadly mass shooting at the company’s Mandalay Bay Resort and Casino earlier this month.
“I saw an ad for MGM properties on TV using the tragedy as a reason to spend money with them…. SICK AND DISGUSTING!!!!” wrote one commenter on Twitter.
“Are you monetizing off a mass shooting?” wrote another.
The 30-second spot, titled “Together We Shine,” creates a pastiche of Las Vegas imagery to the tune of “This Little Light of Mine” by Odetta.
Overlaid on the video were a series of inspiring messages, including “Together We Shine.” “Together We Are One,” and “Together We Rise.” It was all capped off with MGM Resort’s logo immediately followed by the #VegasStrong hashtag.
The ad was a hastily created replacement for a previous spot called “Welcome to the Show” released just before a gunman opened fire on a country music concert from the 37th floor of the Mandalay Bay, killing 58 people and injuring 546 others.
That TV spot was considered a bit too festive in the post-massacre environment and was pulled by the company earlier this month, Adweek reported.
“We created this spot to reflect the strength and resilience of Las Vegas, of MGM Resorts, of Mandalay Bay and of all of our employees,” Lili Tomovich, chief experience and marketing officer of MGM Resorts International, said of the ad. “The response to the message has been overwhelmingly positive. It reinforces our promise to the world that we’ll remain strong and united in the face of adversity.”
Still, the new ad created some new rumblings on Twitter, with many unimpressed with the corporation’s latest effort and attempt to profit off the tragedy.
The MGM Resorts #VegasStrong ad seems oddly capitalistic in the wake of a horrific tragedy. Maybe ban guns from your hotels and screen bags.
– G.E. Anderson (@g_e_anderson) October 15, 2017
This Vegas MGM memorial ad just makes me think of the Vince Staples intro which is …
– Nathaniel Friedman (@freedarko) October 18, 2017
I saw an ad for MGM properties on TV using the tragedy as a reason to spend money with them…. SICK AND DISGUSTING!!!!
– ????evolution Streams (@RisePDX) October 17, 2017
– Jared Moore (@MooreJared0) October 18, 2017
How dare you use the attack on innocents for gain‼️DISGUSTING‼️‼️
– Michelle Wenz (@MichelleyWenz) October 15, 2017
Tasteless promoted tweet. Zero mentions to tributes to victims, just an ad for your resorts.
– René (@renedipeach) October 15, 2017
Are you monetizing off a mass shooting?
– Robbie’s Clone (@kloehnwars) October 15, 2017