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Comedian Matt Rife’s New Ad Campaign Ignites Backlash
A recent advertisement campaign featuring comedian Matt Rife for the cosmetics brand e.l.f has emerged as the latest in a series of celebrity endorsements that triggered online outrage. Released on Tuesday, the ad showcases Rife alongside drag queen Heidi N Closet in a comedic take on legal advertising, promoting affordable e.l.f cosmetic products.
Social media users have rapidly expressed their discontent with Rife’s involvement in the advertisement. Many are pointing to a controversial joke he made in 2023 regarding domestic violence as the crux of their argument against his selection for this campaign.
One user voiced their concern on social media, questioning, “You didn’t have the budget for a comedian who doesn’t joke about abuse?” This sentiment reflects the ongoing scrutiny surrounding Rife following his past comments.
Community Reactions: A Wave of Criticism
In a heated reaction, a well-known makeup influencer, posting under the account “kristians_makeup,” expressed their dismay, stating, “ELF IMMA HOLD UR HAND WHEN I SAY THIS…just cuz u got a drag QUEEN in the mix DOES NOT MEAN ITS A GREEN LIGHT FOR MATT RIFE?!” This comment quickly garnered over 8,600 likes within just one day.
Furthermore, other social media users have chimed in, with one critical comment remarking, “I thought you guys were cruelty-free?!” Such comments highlight a resurgence of criticism against Rife, particularly due to his jest involving a female server with a black eye during his Netflix special, “Natural Selection.”
During his stand-up set, Rife recounted a dining experience where he and a friend questioned why a restaurant would allow a server with obvious signs of abuse to work in front of customers. He remarked, “Yeah, but I feel like if she could cook, she wouldn’t have a black eye,” a joke that has since drawn widespread condemnation.
Rife’s Response and Ongoing Backlash
Faced with the backlash from his prior joke, Rife issued a response, suggesting that critics who felt offended could visit a link that humorously directed them to purchase special-needs helmets. Many interpreted this as a deflective measure rather than a sincere apology.
As the criticism swells, e.l.f.’s TikTok page highlights the animosity directed toward Rife, with many users calling for the makeup brand to sever ties with the comedian. Influencer Nikkietutorials, who boasts nearly 9 million followers, expressed her disappointment, saying, “aaaaaaandddd you lost me… Matt Rife out of ALL people?”
Adding to the conversation, TikTok user Maddy Lucy Dan, who has 1.4 million followers, critically recounted Rife’s past joke, reiterating, “In Matt Rife’s Netflix stand-up special ‘Natural Selection’ he opened with a domestic violence joke, implying a woman wouldn’t have a black eye if she could cook.” This commentary reflects a persistent concern about the impact of such humor on audiences.
Another user sarcastically noted, “So y’all saw American Eagle and said… hold up, I can do that.” This comment makes a reference to another recent controversial ad campaign featuring actress Sydney Sweeney that faced backlash for its tagline linked to perceived eugenics overtones.
Comparative Celebrity Advertisements Under Fire
The wave of criticism directed at Rife is not an isolated incident. In a parallel development, Dunkin’ Donuts recently released a short advertisement promoting their summer Refresher drinks. The ad features Gavin Casalegno, known for his role in “The Summer I Turned Pretty.” During the ad, he attributes his summer tan to genetics, prompting TikTok users to draw connections between Dunkin’s messaging and the controversy surrounding Sweeney’s campaign.
Many users on TikTok criticized the Dunkin’ ad for its mention of genetics, which they saw as insensitive in the current social climate regarding body image and societal pressures.
As Rife and e.l.f have yet to respond to requests for comments from news outlets, the conversation surrounding the ad campaign continues to grow. It underscores how celebrity endorsements can quickly stir public sentiment, bringing past controversies back to the forefront.
The Impact of Celebrity Endorsements on Public Sentiment
This incident exemplifies the intersection of celebrity culture and social media dynamics, where today’s outrage can lead to immediate consequences for brands and individuals alike. As brands like e.l.f navigate these turbulent waters, they face the challenge of aligning their values with public sentiment while maintaining their market presence.
As the discussion evolves, it is clear that the power of social media plays a significant role in shaping public opinion. Whether e.l.f will choose to take action in response to this backlash remains uncertain, yet it serves as a pivotal moment for the cosmetics brand and for Rife himself.
