Czech Retailer Uses US Family Christmas Photo for Ad

Photo: UK Guardian/AP/Smiths

At St. Louis family of four recently learned that their faces were plastered on a large advertising poster–in Prague. The Christmas family photo had made it much further than expected. The BBC has more:

Danielle and Jeff Smith used the photo as their Christmas card, and also posted it on an internet blog. A friend travelling in the Czech capital alerted them when he spotted the Smiths smiling at him, life-size, from a poster in a supermarket.

“It’s a life-size picture in a grocery store window in Prague – my Christmas card photo!” said a startled Ms Smith, 36, who lives in a suburb of St Louis.

Mario Bertuccio, whose Grazie shop specialises in Italian food imports, said that he thought the image had been computer-generated. He used it to advertise his shop’s grocery delivery service. When told that it showed a real family, he took steps to remove it.

“We’ll be happy to write an e-mail with our apology,” said Mr Bertuccio, adding that if the family had lived locally, he would have offered them a bottle of wine.

The Smiths…said they would add a watermark to any family photos they post in the future.

Written by Drea Knufken

Drea Knufken

Currently, I create and execute content- and PR strategies for clients, including thought leadership and messaging. I also ghostwrite and produce press releases, white papers, case studies and other collateral.