Pretend you're Will Smith's publicist, and fix it.
What would you have done? Besides "go to the bar and order a martini" I want you to put on your white hat and be Olivia Pope and FIX IT.
I would have...
Pulled him from the ceremony the moment the slap happened. During commercial brake, he and Jada would have quietly leave and two seat fillers would have gotten the best spots in the house. I would have waited until Best Actor was announced and released a statement as a normal, gracious, and thankful acceptance speech. In this statement, I would not have one OUNCE of reference to the slap, Chris Rock, or anything that occurred that evening. As if he was out of town — sends his regrets, but is thankful. (Does it suck he's waited his whole life for this? Yeah... but also, don't hit people. Now you have to share a lame written-out statement acceptance speech.)
Separately, I would have released a statement that apologized to the academy, to the nominees, the Williams family, and to Rock ofc. I would have made this very heartfelt and made sure it fully accepted responsibility. I would NOT have conflated love with violence. I'd be a dog with the tail between the legs and said something like, "I am embarrassed by my actions tonight. I want to apologize blah blah blah. This is not representative of who I am, which is why I removed myself from the ceremony so it did not damper the evening. I hope to move forward and will continue to reflect on my actions in the coming days."
THIS IS BECAUSE... Will's speech — which will live on forever — will now always be linked to the slap. The question is: Do you want the Slap to be part of the conversation forever, or would you rather just not get to physically accept your Oscar? Personally, from a PR perspective, I think the latter is more ideal. Separating the two instances — the win, and the slap — felt like the only appropriate thing in my mind. I also would make sure there were NO JOKES HAPPENING on social media by anyone with the last name Smith. Jaden, you're grounded.
Holy moly. I’d hire you in a heartbeat. This is the right answer.
I agree with this PR plan 100%, brilliant, well thought out. But Hollywood is about timing so while this plan is going down, it's time to make some power moves.
First call is out to Chris Rock's team, apologize but ask if he would be open for a celeb boxing match. Say $100 mil each min with a bonus $100 mil to the winner. Now things will get interesting.
Set a call with WME (who owns the UFC) and with Triller (time to get some gen z tiktokers on board). They set the fight and promo.
You “Olivia Poped” this and then some👏👏👏👏 it’s too late for fixing now. He was lauded at the Vanity Fair party. He has the “respect and love” from NFL players(not sure why they’re chiming in) and Jada has been written as “courageous” for sharing her battle with her disease. There have been a lot of rumors about the Smith’s for a long time. I’m gonna finish with “When people show you who they are, believe them.” I think some true colors shine through on this one.
Bread, do you work in PR? I like this plan a lot. NO NOTES!
I would use the memory eraser from Men in Black. Bada bing. Bada boom.
Take him home immediately. Immediately write up an apology, and hand it to Samuel L. Jackson, the category presenter. He reads it ahead of the category announcement, indicates Will has left out of respect for the ceremony, and now it’s time to announce the winners.
Have an A-list friend read a prepared acceptance speech. Don’t go to ANY parties and tell your children not to post anything. The next day, release a joint statement with Chris, both expressing their regret.
You’re a mastermind!! 👏🏻👏🏻👏🏻👏🏻
This is a very good plan. The only right answer would have been to leave the ceremony.
Also, I would have encouraged him to remove his badly timed Instagram post about choosing violence, and replace it with the statement.
Then, I have him privately apologize to Chris Rock, and arrange a meeting between them in a semi-public area later this week. I would send paparazzi to photograph them laughing and hugging it out.
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