Blake Lively’s promotional campaign for It Ends with Us, based on Colleen Hoover’s bestseller, faced backlash for seemingly sidelining the sensitive topic of domestic violence in favor of lighter, personal branding efforts. While the movie addresses the harrowing journey of Lily Bloom, a survivor of abuse, Lively’s approach to discussing the film struck many as tone-deaf and misaligned with its central themes.
The Controversy
Lively, known for her charm and humor, adopted a lighthearted tone during interviews, which some felt trivialized the film’s heavy subject matter. Critics highlighted moments where she joked about her zodiac sign and promoted her haircare line, detracting from discussions about domestic violence. Social media users flooded platforms like TikTok and Twitter with memes and criticism, accusing her of prioritizing personal branding over meaningful dialogue about the issues depicted in the film.
Comparisons with Co-Star Justin Baldoni
Justin Baldoni, who co-stars and directs the film, took a starkly different approach. His interviews emphasized the societal questions the movie raises, such as reframing the conversation from “Why did she stay?” to “Why do men harm?” Baldoni’s thoughtful remarks stood in contrast to Lively’s more casual tone, further fueling criticism. Observers noted that while Baldoni brought attention to the seriousness of domestic violence, Lively seemed more focused on lighter topics like fashion and beauty.
The Public’s Reaction
The internet wasn’t kind. Critics labeled her PR strategy “tone-deaf” and “out of touch.” One particularly scathing comment referred to her promotion as “Barbie-esque” in its frivolity, a sharp deviation from the movie’s intended message. The backlash culminated in viral memes and widespread discussions about the responsibility of public figures when representing projects with sensitive themes.
Lively’s Response
Amid the uproar, Lively attempted to redirect the narrative by sharing resources for domestic violence survivors on social media, highlighting the prevalence of intimate partner violence in the U.S. While this effort was appreciated by some, it was seen by others as reactive damage control rather than a genuine effort to engage with the film’s core message
Lessons Learned
Blake Lively’s experience with It Ends With Us serves as a case study in how not to approach PR for sensitive topics. While personal branding is crucial for celebrities, it must align with the essence of the project they’re promoting. Audiences expect authenticity, especially when dealing with heavy themes like abuse. For Lively, this incident underscores the importance of balancing personal charm with the gravity of the message at hand.
Ultimately, the backlash reflects a broader cultural expectation for accountability and depth from celebrities in their professional endeavors. It’s a reminder that good intentions alone aren’t enough—execution matters.
