A billboard promoting a children's movie has sparked outrage online after claims that it promotes body shaming.
The ad for Red Shoes and the Seven Dwarfs, a new film starring the voice of actress Chloe Moretz, shows the tall, thin heroine wearing red high-heeled shoes next to a shorter, heavier version of herself.
"What if Snow White was no longer beautiful and the Seven Dwarfs not so short?" the tagline asks.
Red Shoes and the Seven Dwarfs is a product of South Korea's Locus Creative Studios and has been described as a Snow White "parody with a twist."
Plus size blogger Tess Holliday was one of the many who tweeted their outrage at the billboard, asking "How did this get approved by an entire marketing team?"
"Why is it okay to tell young kids being fat = ugly?"
A photo of the billboard also sparked ire in a parent's Facebook group, Huffington Post reported.
"What the hell??? So because she's not a complete waif but actually normal size, she is no longer beautiful?!?! No way on this movie!!" wrote one parent.
"My kids will never see this," added another.
"If it's a kid's movie it's horrendous," another mum commented.
Chloe Grace Moretz, the voice actress for the film, has spoken out with her disgust towards the marketing campaign:
The producer of the film has since released the following statement to Elite Daily:
As the producer of the theatrical animated film ‘Red Shoes and the 7 Dwarfs’, now in production, Locus Corporation wishes to apologize regarding the first elements of our marketing campaign (in the form of a Cannes billboard and a trailer) which we realize has had the opposite effect from that which was intended. That advertising campaign is being terminated.
Our film, a family comedy, carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasizing the importance of inner beauty. We appreciate and are grateful for the constructive criticism of those who brought this to our attention. We sincerely regret any embarrassment or dissatisfaction this mistaken advertising has caused to any of the individual artists or companies involved with the production or future distribution of our film,
none of whom had any involvement with creating or approving the now discontinued advertising campaign.