@brutamerica — 32x breakout

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Brut.

@brutamerica

6.0M followers · usually 100.8K views a post

Views

6.1M

Likes

166.1K

Comments

10.7K

9.9K

Why it worked

The post likely resonated due to its timely and sensitive handling of a public controversy involving a major retailer, addressing a social issue that garnered significant attention and discussion online.

Summary

Target has issued an apology for a children's Halloween costume that faced backlash for its racist connotations. The company has removed the costume from sale and is reviewing its internal processes to prevent similar incidents in the future.

Structure

1Brut. logo and title card
2Target's apology statement
3Social media engagement metrics

Product placement

Target (a retail company) ACTS by selling a children's Halloween costume. Removing it would change what happens in the video. Brut. (a media company) APPEARS as a watermark. Removing it would not change what happens in the video.

On-screen text

Brut. Target Suggested for you Follow An Apology from Us We removed an offensive Halloween costume that should never have been part of our assortment. It is no longer for sale. As a company, we got this wrong, and we are deeply sorry. We know this is especially hurtful for our Black guests, team members and partners. Removing the costume is an important first step, and we are looking closely at how this happened and what needs to change to ensure this won't happen again.

Original caption

Target has issued a public apology after receiving backlash over their children's clown Halloween costume, which critics say had racist connotations. Many people online pointed out that the photo used to advertise the costume looked alarmingly similar to negative depictions of Black Americans during the Jim Crow era, as well as affiliations with minstrel shows and blackface. Target has since recalled the costume and conceded that the costume was "offensive," writing, "as a company, we got this wrong." #Target #Costume #Controversy #Halloween #Backlash Credits: Target