Scotts call anti-SAG ad 'huge mistake'

Brothers 'truly and deeply sorry' for employees' actions

By DAVE MCNARY

Directors Tony and Ridley Scott apologized to striking actors Thursday for a mocking attack ad by their RSA USA commercial production company.

Calling the ad “a huge mistake,” the brothers issued the apology several hours after 150 actors had staged a boisterous demonstration outside RSA offices in West Hollywood.

Chanting “Shame on you,” protesters from the Screen Actors Guild and the American Federation of Television & Radio Artists denounced an ad of a bare-breasted African woman in Shoot weekly magazine with the proclamation “In South Africa, this is what SAG means.”

In a joint statement, the Scotts said, “We knew absolutely nothing about this advertisement and are as upset, sickened and appalled by this situation as anyone else. We do not support the advertisement and apologize for the actions of our employees.”

The ad also said RSA had recently opened a temporary office in that nation “where production is cost-effective and they’ve never heard of SAG.”

RSA said Thursday its intent had not been to offend anyone, adding, “For that we are truly and deeply sorry.”

Too little, too late

But SAG spokesman Geg Krizman said the apology did not address issues such as disciplining the employees involved and whether the South African office will stay open. “The apology seems to be a day late and a dollar short,” he added.

RSA reps did not elaborate on the statement.

The office also offered no response during the noisy 90-minute demonstration. Visibly angry SAG board member Kari Keegan said, “We’re sending a clear message that this vile, inhumane attack is not going to float with us.”

“There can be no excuse for the racist, sexist image you have chosen for your ad and it appalls us that you’ve decided to use a racist, sexist image to promote your case of union-busting,” said SAG president William Daniels and AFTRA president Shelby Scott in a joint letter to RSA.

The executives pledged to ask RSA clients to drop the production house.

Utter disavowal

Ad industry negotiators distanced themselves from the ad, issuing a statement disavowing any connection with it. Chief negotiator John McGuinn said the organizations “neither authorized the announcement, had advance notice of it or condoned its content.”

“The industry has the highest regard and respect for the talent unions and the performers they represent,” he added.

The demonstration also underscored the divisions between advertisers and actors, with the strike now exceeding the length of the last actors’ work stoppage in 1988.

Strike captain Gordon Drake said leaders remain committed to not budging from their last negotiating positions before talks collapsed on April 14, adding, “We will not pick up that phone first.”

Federal mediators attempted to re-start negotiations this week but were told by both sides that neither will alter its position, AFTRA chief negotiator Mathis Dunn said .

Protests continue

Actors also picketed a U.S. Cellular shoot in Los Angeles and the “upfront” meetings for Fox and UPN in New York on Thursday. On Wednesday, about 75 protesters marched in front of Raleigh Studios in Hollywood, where 200 advertisers were meeting.

The ad industry continued to insist that production levels have not been affected by the strike.

“We have now met with over 600 advertiser, agency and production officials and can report that commercial production is continuing virtually unimpeded by the SAG/AFTRA strike,” said negotiator Ira Shepard.

“The only members of the industry being hurt are those actors refusing to audition and work while they strike on the sidelines.”