Quince Faces Boycott Calls Over David Schwimmer Ad Campaign
Translated & summarized from Al-Shams by baba
American fashion brand Quince is facing boycott calls after featuring actor David Schwimmer, a vocal supporter of Israel, in its new "The Red Sweater" ad campaign. Launched November 9th, the campaign recreates a "Friends" scene but has sparked political debate online, with some users canceling orders. Quince reported over eight million views in 48 hours, with a brand official highlighting audience engagement with the nostalgic and comedic elements.
The story in 6 lines · by baba
- Quince's "The Red Sweater" ad campaign featuring David Schwimmer has sparked social media backlash and boycott calls.
- Activists are targeting the brand due to Schwimmer's public statements supporting Israel.
- Some shoppers have canceled orders, while others defend Schwimmer against personal attacks.
- Schwimmer has publicly condemned sexual assault testimonies and rising antisemitism.
- Quince reported over eight million views in the ad's first 48 hours.
- The campaign is Quince's largest marketing effort to date.
American fashion brand Quince is facing backlash on social media for featuring actor David Schwimmer in its new advertising campaign. Schwimmer, known for his public support of Israel, has drawn criticism from pro-Palestinian activists who are calling for a boycott of the brand. Some shoppers have already announced they are canceling existing orders.
The campaign, launched on November 9th and titled "The Red Sweater," recreates a famous scene from the TV show "Friends," where Schwimmer played the character Ross Geller. The advertisement shows Schwimmer searching for a red cashmere sweater, only to discover many people wearing the same one while walking through New York City, echoing a well-known episode of the series.
However, the campaign, intended to leverage nostalgia for the popular show, has become a political debate. Many social media users focused on Schwimmer's political stances rather than the product. Critics argued that collaborating with an actor who openly supports Israel contradicts their position on the Palestinian cause and urged the company to remove the ad and end its partnership with Schwimmer.
Conversely, some users defended Schwimmer, suggesting the criticism of his pro-Israel views goes beyond evaluating the advertisement itself and targets him personally due to his Jewish background and anti-antisemitism stance. Schwimmer has made public statements since the October 7th attacks, condemning what he described as the disregard for testimonies of sexual assault during the event. He has also spoken out against rising antisemitism in American universities and urged fellow artists to reject hatred and discrimination against Jews.
Despite the controversy, a Quince brand strategy official told The Forward that the ad garnered over eight million views on the company's platforms within its first 48 hours and received international media coverage. The official noted that the campaign's comedic tone and "Friends" nostalgia resonated with audiences and introduced them to the brand. This marks Quince's first major collaboration with a celebrity and is considered its largest integrated marketing campaign to date, set to run across digital, social, and television platforms in the US, Canada, and the UK.
Not the same event — other stories that share this one’s people, places, or theme: background, reactions, and follow-ups.
