NEW YORK--(BUSINESS WIRE)--Our agency sincerely apologies for any pain caused by this ad, featured in today’s New York Post.
When creating the ad, we purchased stock photography of an actor dressed as a firefighter, and we obtained all required model releases and real property owner releases, specifically including use for any purpose (such as advertising) as well all rights regarding the manipulation and/or alteration of the image. This is standard procedure for advertising agencies. At no time did we have any idea—or could we have had any knowledge--that the person in the photo, Robert Keiley, was an actual firefighter, much less a New York City firefighter. This unfortunate coincidence makes the ad into something we never intended it to be.
The intent of the ad is very positive: making the heroes of 9/11 aware that funds are now available to help them through the Zadroga Act. It was never our intention to offend anyone with this effort, quite the opposite in fact.
We hold all firefighters in the highest regard, and believe all New York City firefighters are heroes. While our mistake was entirely inadvertent, we understand why the ad has caused hurt, we regret its use, and we accept responsibility. Our client was uninvolved in the selection of this photo and had no knowledge of any of these details. Out of respect for all parties involved, Barker/DZP has voluntarily withdrawn from this assignment.
We sincerely apologize to Firefighter Keiley, as well as the New York City Fire Department, and the brave firefighters who fearlessly served their city and gave their lives on 9/11.
John Barker
President
Barker/DZP
New York, NY
March
28, 2011