A drone advertising show by Adidas over Athens ignited a legal and political firestorm, with the Greek Ministry of Culture filing a lawsuit for violation of archaeological legislation. The controversy centered on a nighttime drone display on Thursday, May 15, that projected images appearing to show a giant sports shoe stepping over the Acropolis, provoking widespread outrage.
Minister of Culture Lina Mendoni weighed in on the matter, describing the imagery as "very unpleasant" and emphasizing that the use of the Acropolis for commercial purposes violates national law. "One can say that the image, the shot, the angle from which the photo was taken, is what gives the illusion that all this has happened over the Acropolis," Mendoni said, raising concerns over the lack of proper authorization.
"The competent services of the Ministry of Culture are filing within the day a lawsuit against any responsible party for violation of archaeological legislation," the Ministry announced.
Adidas responded to the allegations, clarifying that the drone show was conducted strictly over the Zappeion Megaron area with all necessary permits. "No image of the Acropolis monument was used for advertising or other purposes," the company stated, emphasizing their adherence to the permissions obtained.
The drone show, part of an advertising campaign for Adidas's Adizero line of sports shoes, featured illuminated drones forming the three-stripe logo and slogans such as "Feel fast." From certain vantage points, the display appeared to overlap with the Acropolis, leading to public uproar and reactions on social media.
The incident prompted an urgent preliminary investigation ordered by the Athens First Instance Prosecutor's Office to determine whether provisions of the law on antiquities were violated. The Acropolis Security Department is conducting the investigation.
Opposition parties seized upon the incident to criticize the government's handling of cultural heritage. PASOK stated, "The Acropolis, a global symbol of culture and democracy, cannot be treated as a neutral backdrop for commercial uses or 'smart' advertising gimmicks," questioning the criteria used for granting such permissions.
Comparisons were drawn to the recent denial of a permit for director Yorgos Lanthimos to film at the Acropolis. SYRIZA raised the issue, asking, "With what criterion was the acceptance of such a proposal made when last month the Ministry of Culture did not grant a permit to director Yorgos Lanthimos for filming his movie in the archaeological site?"
The Ministry of Culture indicated that the Zappeion administration granted the permit for the drone show without proper coordination. Mendoni criticized the opposition, saying they should "first investigate the case and then accuse the ministry," emphasizing that the Ministry was not informed about the event.
Further scrutiny was placed on the administration of the Zappeion Megaron, which falls under the Ministry of National Economy and Finance. The Ministry requested written explanations from the commission that granted the permission.
While Adidas maintains that all procedures were followed, the Hellenic Civil Aviation Authority (HCAA) confirmed that the drone activity was limited to the predetermined flight area above the Zappeion Park, according to the permit.
The incident reignited discussions about the commercialization of cultural heritage sites in Greece. The KKE commented on the broader issue, stating, "The commercialization of cultural heritage is a timeless policy of all governments and a common strategy for all member states of the European Union."
The article was written with the assistance of a news analysis system.