Malala Yousafzai is many things — human rights advocate, female education activist, Nobel Prize laureate. And according to an ad campaign for Kurl-On, her wounded body can also sell the heck out of a mattress. The company ran an ad which featured her getting shot by the Taliban, bouncing off of a Kurl-On mattress and rising up to receive an award.
The advertisement was pulled and an apology was issued, but Barak Kassar, a partner at Rassak Digital Brand Building and Communications, gave a reaction to the ads that effectively summed it up in three words: “Cringe, cringe, cringe.”
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