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After more than two years of controversy over the infamous 2022 Oscars slap incident, it seems that American star Will Smith has successfully overcome this crisis. That night, Smith slapped comedian Chris Rock on the Oscars stage after the latter mocked his wife, Jada Pinkett Smith, while Smith was winning his first Oscar in his history for his role in the movie “King Richard.”
The incident caused a stir, making headlines in newspapers and entertainment websites, and occupying a prominent place on social media for months. Following the incident, the Academy of Motion Picture Arts and Sciences issued a statement announcing that Smith would be banned from attending Academy events, including the Oscars, for 10 years, due to his inappropriate behavior.
As the fallout from the incident continued to negatively impact his career, some thought Smith’s career might be in jeopardy and that he would remain a Hollywood pariah. But the experienced Smith realized he needed a solid marketing plan to restore his image. To do so, he worked with the team at Westbrook, a media marketing and production company he founded with his wife five years ago.
Today, two years after the incident, Smith seems to have regained his luster. His new film, Bad Boys 4: Ride or Die, which was released in late May 2024, has made huge revenues and has become one of the highest-grossing films of the year. He also received a warm reception at the House Music Awards in Los Angeles in early July, where he performed his latest single, “You Can Make It,” a strong return to the world of music after a five-year absence.
Marketing and Communication Strategy
Apology and Communication: After the incident, Boston University professors presented a study on the “public relations crisis” which agreed on the importance of apologies in rebuilding reputation.
Smith and his team responded to the directive by posting an apology statement on Instagram, explaining their mistake. He then issued a more comprehensive apology via video, explaining their attempts to reach out to Chris Rock and acknowledging his continued support should Rock be willing to reach out. The approach was praised by marketers, who saw Instagram as an effective platform for transparent engagement with audiences.
Social media interaction: Smith has used social media, especially his YouTube channel, to share glimpses of his daily life and to connect with his audience. After the Oscars crisis, he has increased his sharing of spontaneous and humorous moments, which has helped him become more relatable to his audience. One such moment was when he met an Egyptian man in Saudi Arabia, who gave him a Nubian bracelet, which was met with appreciation for Smith’s modesty.
Nostalgia Strategy and Focus on Success
Nostalgia: Smith relied on the power of nostalgia to re-engage his audience, by presenting the fourth part of the “Bad Boys” series. The film included a scene that indirectly referred to the Oscars incident, which critics interpreted as an expression of Smith's overcoming the crisis.
Back to the music scene: Smith decided to return to the world of singing, where he released three new songs, including “You Can Do It” and “Light 'Em Up”, in addition to “Artwork” in which he collaborated with American rapper Russ. This move helped enhance his image and revive memories for his fans.
Harvest of success and future aspirations
Thanks to these strategies, Smith has returned to the heart of the film industry, having recently signed a contract to star in the sci-fi film “Resistant” with Sony. There is also a possibility that his position will be reviewed by the Academy of Motion Pictures, as sound designer Paul N. Ottoson has stated that Smith could regain his place in Hollywood through exemplary behavior and sincere remorse, which could open the way for his ban to be lifted before 10 years are up.
