Will Smith’s Apologetic Video For Notorious Oscar Slap And The Aftermath

Newly-minted Academy Award winner Will Smith has released an almost six-minute apology for his actions at the most recent Oscars that involved slapping Chris Rock and yelling threatening profanities at the comedian and host after the fact.

Smith decided to answer questions on social media for some of the most commonly asked queries about the event from people.

A commonly asked question was why immediately after the incident when Smith was accepting an award on stage did he not apologize to Rock, who made a joke about Jada Pinkett-Smith’s lack of hair which is partly caused by a condition known as alopecia.

“I was fogged out by that point. It is all fuzzy. I’ve reached out to Chris and the message that came back is that, he’s not ready to talk. When he is, he will reach out. I will say to you, Chris, I apologize to you. My behavior was unacceptable and I am here whenever you are ready to talk. I want to apologize to Chris’s mother. I saw an interview [she] did, and that was one of the things I just didn’t realize.”

He continued, “I wasn’t thinking, but how many people got hurt in that moment. I want to apologize to Chris’ mother, I want to apologize to Chris’s family, specifically Tony Rock. We had a great relationship. Tony Rock was my man. This is probably irreparable. I spent the last three months replaying and understanding the nuance and complexity of what happened in that moment. I’m not going to try to unpack all of that right now, but I can say to all of you, there is no part of me that thinks that was the right way to behave in that moment. No part of me that thinks that is the optimal way to handle a feeling of disrespect or insult.”

There was also a remark on whether Pinkett-Smith was the catalyst for the events. As, specifically at the time, rumors were swirling that she had directed Will Smith to approach the stage. “No. I made a choice on my own, from my own experience, and my history with Chris,” he responded.

Smith finished off his answer session by reflecting on his trauma and the elements of his life that he has struggled with. Giving a deeper reason for his reaction and subsequent actions.

“Two things. One, disappointing people is my central trauma. I hate when I let people down, so it hurts me psychologically and emotionally that I didn’t live up to peoples’ image and impression of me. The work I am trying to do is, I am deeply remorseful and I’m trying to be remorseful without being ashamed of myself. I’m human and I made a mistake and I’m trying not to think of myself as a piece of s*** so I would say to those people, I know it was confusing, I know it was shocking, but I promise you I am deeply devoted and committed to putting light and love and joy into the world. If you hang on, I promise we will be able to be friends again.”

Key insight

Dean Miller, the founder of the Business Beacon and the Beacon Realty Group, has aimed to keep up with all forms of marketing on social media though being from the same generation as Smith and ergo not growing up with the mediums of communication that we have in the present day.

Miller has taken a traditional – or old school – approach to business, PR, and marketing when needed, but has also learnt to understand and leverage changes in marketing, advertising, and systems to remain relevant with growing and evolving markets.

Specializing originally in the real estate sector Miller expanded to not just helping agents optimize their image and personal brand, but also public figures, business owners, and businesses themselves.

Speaking on Smith’s acknowledgement and apology he said, “I think announcing on social media in a piece to camera (POC) was a good idea. It comes across as contrite and sincere, and most importantly answers the questions that people had about that night.”

He continued, “If he would have gone on Oprah or some talk show the host controls the narrative, it seems like a PR move to a now savvy audience, and doesn’t seem as sincere. This felt like it was coming from him and was a genuine account of how he was and is feeling.”

Apple is set to release new film Emancipation in December, with critics already calling it Oscar-worthy for Smith. The Antoine Fuqua-directed piece follows Smith, playing an enslaved man called Peter, who escapes through the swamps of Louisiana to freedom in the north and joins the Union army. The pictures the physicians took of Peter’s lacerated and scarred back when he was enrolling ran across newspapers, exposing the wider public around the world to the horrors of America during the period.

“This film will be a big deal one way or another,” Miller said. “Based on public sentiment currently, it doesn’t seem that society is so against Smith that they’ll never see a movie of his again, however, this apology could dredge up past feelings and could potentially backfire depending on how well it is received.”

He continued: “I wouldn’t say the POC is full-fledged crisis management but it’s certainly aiming to atone and fix a potential image problem that Smith has undoubtedly developed as a result of his actions. He’s received a ban from the Academy, lost friends, and to an extent has been ridiculed across social and mainstream media. Now that doesn’t necessarily even mean his box office numbers will be affected, but ultimately this move is the right thing and it’s not without reason that he has waited this long to voice an apology. After the initial public outrage has died down.”

“I feel a strong film release will certainly help ‘revive’ his career and if the narrative is controlled here, could even see him come back stronger than ever. Maybe competing for another Oscar. Who knows.” Miller concluded.

The film is scheduled to be released at Cannes next year and Smith will also serve as the project’s producer.