June 2024

Fooh´s are forbidden?

Fooh´s are forbidden?

What is a FOOH?

Is a type of outdoor advertising that utilizes cutting-edge technologies, such as computer-generated imagery (CGI) and augmented reality (AR), to craft visually captivating and seemingly authentic outdoor advertisements. These ads seamlessly blend into real-world environments, tricking the eye and capturing the imagination.

What is the controversy?

HBO Max's recent promotional campaign for the series "House of the Dragon" has sparked controversy in Mexico after using the image of Chapultepec Castle, an iconic landmark in the country, without authorization.

The streaming platform released a promotional video showing Chapultepec Castle with the Targaryen House banner, one of the main families in the series, waving from its battlements. The image, created using digital editing and artificial intelligence techniques, immediately drew criticism from Mexican authorities and a sector of the population.

The National Institute of Anthropology and History (INAH) of Mexico stated that the use of the image of Chapultepec Castle without authorization constitutes an improper use of a historical monument. The Castle, which houses the National Museum of History, is considered part of the nation's cultural heritage and is protected by federal laws.

The reactions:

INAH has announced that it will take legal action against HBO Max for the unauthorized use of the Castle's image. In addition, various voices in Mexico have expressed their rejection of what they consider a lack of respect for the country's cultural heritage. Some argue that it is a trivialization of a historical symbol, while others criticize the company's lack of sensitivity in choosing such an emblematic place for its advertising.


INAH is expected to file a formal lawsuit against HBO Max in the coming weeks. The outcome of the case could set a precedent for the use of images of historical monuments in advertising in Mexico and other countries.

Has something similar happened elsewhere?

Yes, there have been similar cases in other parts of the world where the use of images of historical monuments in advertising has generated controversy. For example, in 2021, the video game company Ubisoft was forced to withdraw an advertisement for its game "Assassin's Creed Valhalla" that showed Notre Dame Cathedral in flames, after the image caused outrage among French authorities and the population.

What do we think at Geek Vibes?

Beyond the controversy, this case invites us to reflect on the importance of respecting and protecting our cultural heritage. Companies seeking to promote their products or services should be aware of the impact their actions can have on society and act responsibly.