The Indianapolis Colts have issued an apology. After widespread and continuing backlash, they pulled a brand new promotional video off their Facebook and Twitter pages. The video was meant to go along with the team’s release of their regular season schedule. It did this while satirizing immensely popular video game title Minecraft. It highlighted the Colts’ season opener against the Miami Dolphins and included a controversial depiction of Dolphins wide receiver Tyreek Hill.
The animated Dolphin swimming serenely across the TV screen, wearing a new Dolphins No. 10 jersey with “Hill” across the back. Just then, a stern Coast Guard boat sped in, sounding its loud siren and breaking the spell. This imagery was surprising and controversial due in part to Hill’s centrality to a very contentious and troubling incident last September. Miami-Dade deputies physically dragged him out of his car while he was pulling up for a home game. The incident sparked considerable media coverage. In a vibrant illustration of the current zeitgeist, in immediate response, his agent—one Drew Rosenhaus—called for the firing of the involved officers.
In response to this criticism, the Colts chose to remove the video. They cited two main reasons for this decision: it exceeded their rights with Microsoft and it contained an insensitive clip involving Hill. In a statement, the organization said it was sorry if the video caused any offense.
“We removed our schedule release video because it exceeded our rights with Microsoft and included an insensitive clip involving Dolphins wide receiver Tyreek Hill. We sincerely apologize to Microsoft and Tyreek” – The Colts
Rosenhaus quoted Hill as saying that he thought it was funny. He didn’t think the video should have been removed for him, at least.
“He laughed about it and didn’t think they needed to take it down on his account” – Rosenhaus
This incident comes as other NFL teams, such as the Los Angeles Chargers, have released similar content for their schedule announcements. Unlike the Colts, the Chargers included a disclaimer within their video, stating they had secured permission from Microsoft for their use of Minecraft content.
The Colts are controversial for their content selections. This is particularly so, as the proposed settlement likely recalls for Hill his own traumatic experience with police in the past. Because of this, they’re now probably rethinking how to craft future marketing pieces.
Stephen is an accomplished reporter and a great writer in his own right. In 2015, he claimed first place in column writing at the Indiana Associated Press Media Editors competitor and finished in the top 10 in explanatory journalism at the national competition for the Associated Press Sports Editors. His deep history as a journalist teaches us why we need sensitivity in reporting. This is doubly important when addressing complicated, nuanced topics that feature prominent figures.
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