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Jamie Lee Curtis Agrees: The Golden Globes Viral Fiji Water Girl Was 'Blatant Promotion'

Illustration for article titled Jamie Lee Curtis Agrees: em/emThe Golden Globes Viral Fiji Water Girl Was em/emBlatant Promotionem/em
Image: Getty

On Sunday, a Los Angeles model named Kelleth Cuthbert photobombed dozens of celebrities while handing out FIJI water bottles on the 2019 Golden Globes red carpet. The internet was quick to celebrate her assumed brazenness, but we knew better—the woman was probably fulfilling instructions laid forth by a not great, mineral-y water brand to ensure free, viral fame. In other twords: she was spon con, y’all! I’m happy to report one of the many famous people she photobombed, Jamie Lee Curtis, agrees, and has gone on the record about it.

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The actor shared a photo of the photobomb on Instagram and described the brand’s “blatant promotion” in the caption:

“So, my husband, who doesn’t look at a lot of show business news sites, just mentioned that I was on the CNN website. I specifically moved away from the blatant promotions by Fiji and Moet where young women with their trays filled with their wares stood near a designated camera. I knew why there was a photographer poised there and I moved away as I said out loud that I didn’t want to be doing advertising for either. Clearly this angle shows that I moved from her being behind me and yet from the side it still happens. The sponsors of events need to get permission from people when they get them to take their picture next to products.”

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While I reserve my empathy for literally anyone else who needs it and not the mega famous and wealthy, I’m delighted to see we’re both on the right side of history despite different motives. (No actor should be forced into shilling a product for free, especially one they themselves might not use or believe in, but the real danger here is a dishonest move by a multi-million dollar corporation and the lay people they profit on fooling.) FIJI made headlines, including this one, for a well thought out publicity stunt just so normie-adjacent, it registered to most viewers like a delightful gag by a young hopeful looking for her fifteen minutes of fame. In reality, it was just another big brand looking to exploit your naivety for free ad time. Kudos to Curtis for pointing it out.

Senior Writer, Jezebel. My debut book, LARGER THAN LIFE: A History of Boy Bands, is out now.

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DISCUSSION

tyrannylannister
tyrannylannister

First of all, I’m still confused how anyone did NOT think this was a paid promotion (and why news outlets covered it as if it was some viral accident—give me a fucking break).

But no one should get mad at Fiji. They paid for a brand activation. Everyone (celebrities) should all be railing against the Golden Globes for allowing this type of tacky promotion at their event (supposed to be a glamorous, prestigious awards show, no?). And they cheapened it with this high-level paid trolling. I mean, don’t get me wrong, I don’t feel sorry for anyone in this scenario and I don’t care either way, but the organization is 100% at fault. (it was also kinda funny tho, LOL)