It was inappropriate – which the Cavs eventually realized.
During a timeout at last night’s Cavaliers vs. Bulls playoff game at The Q in Cleveland, we ran a 1-minute in-arena video that was intended to be a humorous spoof on a popular commercial centered on a song and dance from the classic movie ‘Dirty Dancing.’ While the video was not intended to be offensive, it was a mistake to include content that made light of domestic violence.
Domestic violence is a very serious matter and has no place in a parody video that plays in an entertainment venue. We sincerely apologize to those who have been affected by domestic violence for the obvious negative feelings caused by being exposed to this insensitive video.
The Cavaliers organization has a strong and lengthy track record of supporting domestic violence-related causes and efforts. We will continue to proudly work with our regional partners at the Domestic Violence & Child Advocacy Center in support of their numerous programs to end domestic violence in our country once and for all.
Apologizing was the only reasonable next for the Cavaliers, but they slightly missed the mark by apologizing only to “those who have been affected by domestic violence for the obvious negative feelings caused by being exposed to this insensitive issue.”
The problem was not just hurt feelings, and it’s not limited to those who have been personally affected by domestic abuse.
“Jokes” like the video normalize real abuse. They desensitize us to it to the point we don’t always see it or take it seriously when it’s happening.
This video, to whatever small degree, contributed to that problem.