Sainsbury's Criticised For Ragged Mannequin Next To '12 Years A Slave' DVD Promo

As one of the biggest, most critically acclaimed and most decorated films of 2013, 12 Years a Slave was always going to be a big DVD release, but someone working for the supermarket chain Sainsbury’s perhaps got a little bit too enthused, dressing up a mannequin in clothes similar to those worn by Chiwitel Ejiofor and his co-stars in the hard-hitting slave drama.

It didn’t take long for a shopper to see the hugely distasteful promotional stand, take a snapshot on their phone and upload it to Twitter for the world to see. The mannequin – which appeared at a branch in Oxford – was clad with a ripped, loose fitting beige shirt and three quarter-length trousers. The worst part – a twig protruding from the shirt.

A spokesperson for Sainsbury's said: “We can only apologise. It’s been taken down from the Heyford Hill store and clearly should never have gone up in the first place." A spokesperson later confirmed that the outfit had never been on sale in the store as part of any promotion associated with the film.

More: Read our review of '12 Years a Slave'

Steve McQueen’s 12 Years a Slave tells the harrowing true story of Solomon Northrup, based on his book of the same name. Born a free man, Northrup is kidnapped and sold into slavery in New Orleans to a man named William Ford – played by Benedict Cumberbatch. But the events that transpire see Northrup move on to Edwin Epps, who – in comparison to the relatively benevolent Ford – is an unforgiving, unrelenting, evil plantation owner.

The film won a litany of awards, including Best Director for Steve McQueen at the Oscars and Best Supporting Actress for Lupita Nyong’o, whose career has skyrocketed since her startling performance as Patsey.

Sainsbury's took this abit to far with this ! " get the 12 years of slave look " @kanyewest was right .... pic.twitter.com/WYGZX5hYWq

— Bipolar Sunshine (@bipolarsunshine) May 19, 2014