French loaf projected on Angel of the North

The Angel of the North on Friday. Pic: Michael Powell/Imagewise

The Angel of the North on Friday. Pic: Michael Powell/Imagewise

First published in News
Last updated
The Northern Echo: Photograph of the Author by , Reporter (Derwentside & Tyneside)

A SUPERMARKET has issued an unreserved apology for using one of the North-East’s most recognisable landmarks as an advertising hoarding.

A giant image of a French baguette was projected on the wings of the Angel of the North in Gateshead on Friday night, along with the Morrisons supermarket logo.

The stunt has been blasted by the council, who said it had not been approached in advance, and received with weary resignation by the giant sculpture’s creator, Antony Gormley.

He said: “I'd rather the Angel is not used for such purposes, but it's out there.”

The artwork, which is visible from the A1 and is passed by thousands of motorists a day, was finished in 1998, and is now owned by Gateshead Council.

A spokesman for council said it does not approve any lighting of the structure and had not given permission for the advert.

The spokesman said: "The Angel has become a much-loved and iconic symbol of Gateshead and the wider North-East.

"Many goods and services have and want to be profiled alongside it, and there is a filming process in place to work with organisations to do this, although this does not include lighting the Angel in any way.

"It is disappointing this process does not appear to have been followed."

Councillor John McElroy, who represents the Chowdene ward and lives nearby, said: “I think it is probably inappropriate.

"There is a legitimate debate about whether it should be illuminated and the merits and demerits of that. Antony Gormley is not very keen on that but it could look awesome at night.

“But I do not think it is appropriate to use it for commercial purposes and I do not think many people would support that.”

Photographer Michael Powell projected the picture while working for Image Wise, which was contracted by Morrisons.

He said: “The image was projected from the south side of the statue and not very bright.

“It needed an exposure on a tripod of several seconds to capture, 15 seconds in the one that has been published.

“Just one person visited that I noticed, a gentleman patiently waiting to photograph the statue against the stars once the projectors were switched off.

“My first shot was taken at 9.28pm and the final shot at 11.12pm.”

The baguette projection is part of the supermarket's campaign to win back customers, particularly from discount stores such as Aldi and Lidl.

A Morrisons spokesman said it was supposed to be a light-hearted way to catch people’s attention.

He said: “We’re sorry if people thought we got carried away by shining a baguette on the Angel of the North and apologise unreservedly to those to whom we have caused offence.

“We were trying something different which was meant to put a smile on people’s faces but clearly it wasn’t to everybody’s tastes.

“We’re so proud of our northern roots and the last thing we want to do is offend anybody.”

The 20-metre-high Angel, which has a 54-metre wingspan has been interfered with before.

Shortly after it was unveiled, about 25 Newcastle United fans draped a giant replica No 9 shirt across the chest of the statue using fishing lines, rubber balls and catapults.

The shirt stayed up for 20 minutes until police arrived and it was removed.

Comments (21)

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5:34pm Mon 5 May 14

Longbowman666 says...

Why apologise? It made the benighted thing look a lot better!
Why apologise? It made the benighted thing look a lot better! Longbowman666
  • Score: -7

6:34pm Mon 5 May 14

Andrew White says...

I think an apology for the bread-related defacing of the iconic statue is the yeast they could have done.
I think an apology for the bread-related defacing of the iconic statue is the yeast they could have done. Andrew White
  • Score: 17

6:48pm Mon 5 May 14

bishop1 says...

it looks different , hardly worth getting upset about though .
it looks different , hardly worth getting upset about though . bishop1
  • Score: 17

7:10pm Mon 5 May 14

laboursfoe says...

The rust is a much better look.
The Geordies are very precious about this aren't they, yet they also have running battles down the Bigg Market and Geordie Shore. Stay classy!!
The rust is a much better look. The Geordies are very precious about this aren't they, yet they also have running battles down the Bigg Market and Geordie Shore. Stay classy!! laboursfoe
  • Score: 3

8:50pm Mon 5 May 14

Robert_ says...

Front page of the Northern Echo website, job done, nice one Morrisons. The Geordies would be far happier if it was a sausage roll though.. ;-)
Front page of the Northern Echo website, job done, nice one Morrisons. The Geordies would be far happier if it was a sausage roll though.. ;-) Robert_
  • Score: 16

8:57pm Mon 5 May 14

Longbowman666 says...

Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it? Longbowman666
  • Score: -1

12:09am Tue 6 May 14

Auldgadgey says...

Like all the Geordie engineering marvels it was built on Teesside!
Like all the Geordie engineering marvels it was built on Teesside! Auldgadgey
  • Score: 7

5:59am Tue 6 May 14

darloboss says...

nowt would have been said i greggs had done it
nowt would have been said i greggs had done it darloboss
  • Score: 3

6:22am Tue 6 May 14

greenfinger says...

I think that Morrisons should make a charitable donation for the publicity it has gained, and the council could learn a trick or two. Hire it or something similar out for short burst advertising slots and make some money instead of twisting.
I think that Morrisons should make a charitable donation for the publicity it has gained, and the council could learn a trick or two. Hire it or something similar out for short burst advertising slots and make some money instead of twisting. greenfinger
  • Score: 3

8:41am Tue 6 May 14

reasoned view says...

More reasons to shop at Morrisons
Wonder how many buffoons at the council were huffing and puffing over this one? Perhaps they should gp and fill some potholes in the roads
More reasons to shop at Morrisons Wonder how many buffoons at the council were huffing and puffing over this one? Perhaps they should gp and fill some potholes in the roads reasoned view
  • Score: 14

8:47am Tue 6 May 14

chapmansheader9 says...

What a carry on about nothing. Well done to Morrisons, an English supermarket trying to wrest a few customers back from idla & ldil !!
What a carry on about nothing. Well done to Morrisons, an English supermarket trying to wrest a few customers back from idla & ldil !! chapmansheader9
  • Score: 9

9:59am Tue 6 May 14

Rosvanian says...

Longbowman666 wrote:
Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
[quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think. Rosvanian
  • Score: 0

10:01am Tue 6 May 14

Rosvanian says...

reasoned view wrote:
More reasons to shop at Morrisons Wonder how many buffoons at the council were huffing and puffing over this one? Perhaps they should gp and fill some potholes in the roads
Would you care to suggest how many? You seem pretty good at making stuff up.
[quote][p][bold]reasoned view[/bold] wrote: More reasons to shop at Morrisons Wonder how many buffoons at the council were huffing and puffing over this one? Perhaps they should gp and fill some potholes in the roads[/p][/quote]Would you care to suggest how many? You seem pretty good at making stuff up. Rosvanian
  • Score: -6

12:13pm Tue 6 May 14

Longbowman666 says...

Rosvanian wrote:
Longbowman666 wrote:
Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead)

And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!)

So give the social north / south thing a rest, its both tedious and irrelevant.
[quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.[/p][/quote]Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant. Longbowman666
  • Score: 2

5:24pm Tue 6 May 14

Jackaranda says...

Auldgadgey wrote:
Like all the Geordie engineering marvels it was built on Teesside!
What are you talking about? Next you'll be telling us the Tyne Bridge was built by Dorman Long of Middlesbrough!!!
[quote][p][bold]Auldgadgey[/bold] wrote: Like all the Geordie engineering marvels it was built on Teesside![/p][/quote]What are you talking about? Next you'll be telling us the Tyne Bridge was built by Dorman Long of Middlesbrough!!! Jackaranda
  • Score: 3

9:21pm Tue 6 May 14

bonnykiki1 says...

Well done Morrisons you made the ugly lucking rust bucket half decent, not everyone in the North East likes that monstrosity, it makes our area look cheap and nasty.
Well done Morrisons you made the ugly lucking rust bucket half decent, not everyone in the North East likes that monstrosity, it makes our area look cheap and nasty. bonnykiki1
  • Score: 3

2:42pm Thu 8 May 14

Rosvanian says...

Longbowman666 wrote:
Rosvanian wrote:
Longbowman666 wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.
Ouch - now that's what I call a bite.

Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.
[quote][p][bold]Longbowman666[/bold] wrote: [quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.[/p][/quote]Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.[/p][/quote]Ouch - now that's what I call a bite. Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't. Rosvanian
  • Score: -1

3:52pm Thu 8 May 14

dm1970 says...

I think Morrison's have far more to worry about, like the huge drop in customers.
I think Morrison's have far more to worry about, like the huge drop in customers. dm1970
  • Score: 0

6:08pm Thu 8 May 14

Longbowman666 says...

Rosvanian wrote:
Longbowman666 wrote:
Rosvanian wrote:
Longbowman666 wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.
Ouch - now that's what I call a bite.

Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.
No, not a bite - merely a resentment of being somehow labelled as coming from another part of the country simply because I disagreed with you.

As for the Angel you are as entitled to you opinion as am I, but, as has been commented on here, not all people feel either proud of it or that it particularly represents the region.
[quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: [quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.[/p][/quote]Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.[/p][/quote]Ouch - now that's what I call a bite. Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.[/p][/quote]No, not a bite - merely a resentment of being somehow labelled as coming from another part of the country simply because I disagreed with you. As for the Angel you are as entitled to you opinion as am I, but, as has been commented on here, not all people feel either proud of it or that it particularly represents the region. Longbowman666
  • Score: 0

11:59am Sun 11 May 14

studio says...

Rosvanian wrote:
Longbowman666 wrote:
Rosvanian wrote:
Longbowman666 wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.
Ouch - now that's what I call a bite.

Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.
The large amount of people who stop and look at it everyday??? what, stuck in traffic on the a1??
[quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: [quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.[/p][/quote]Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.[/p][/quote]Ouch - now that's what I call a bite. Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.[/p][/quote]The large amount of people who stop and look at it everyday??? what, stuck in traffic on the a1?? studio
  • Score: 0

10:12am Mon 12 May 14

Rosvanian says...

studio wrote:
Rosvanian wrote:
Longbowman666 wrote:
Rosvanian wrote:
Longbowman666 wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?
You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.
Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.
Ouch - now that's what I call a bite. Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.
The large amount of people who stop and look at it everyday??? what, stuck in traffic on the a1??
No, that's not what I said. Next to the Angel of the North there is a car park. At any time of the day you're likely to find a number of cars parked in that car park and the owners of those cars standing next to the angel. Just like there was on Saturday morning. And Sunday morning. And Sunday afternoon.

There, that's not so difficult to understand now, is it?
[quote][p][bold]studio[/bold] wrote: [quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: [quote][p][bold]Rosvanian[/bold] wrote: [quote][p][bold]Longbowman666[/bold] wrote: Yes, because nothing says 'welcome to the NE' like a pile of scrap iron, does it?[/p][/quote]You'll find that the majority of Gateshead folk love the angel regardless of what southerners like you think.[/p][/quote]Perhaps you might like to take a straw poll as to how accurate your 'assumptions' are with regard to the popularity of the 'Angel', as the majority of folk I have spoken to since its inception are of the same opinion (these people being from all over the NE, as the Angel is supposed to represent all of the area, not just Gateshead) And, I might courteously add, you might like to wind your neck in as to 'assuming' where I might be from - for your information (and not that its any business of yours) I happen to be a NORTHENER (got that bit, did you? - Just in case you didn't I'll say it again - NORTHENER, and proud of it!) So give the social north / south thing a rest, its both tedious and irrelevant.[/p][/quote]Ouch - now that's what I call a bite. Perhaps you could also do a straw poll of the many people who stop and admire the angel every day. I see them on my way to and from work as I drive along the A167 out of Low Fell. Or maybe, for example, the large group of Grimsby Town supporters who made their way especially to to angel prior to the match against Gateshead last Sunday. Or perhaps the many, many businesses who've cashed in by using the image of the angel one way or another (like, for example Gateshead FC themselves, whose tickets on Sunday featured none other than the angel). Whether the detractors like it or not, the angel of the north has become a nationally recognised iconic piece of public art and I feel confident that the majority of Gateshead's residents have come to appreciate it. To them, it doesn't look much like a pile of scrap - because it isn't.[/p][/quote]The large amount of people who stop and look at it everyday??? what, stuck in traffic on the a1??[/p][/quote]No, that's not what I said. Next to the Angel of the North there is a car park. At any time of the day you're likely to find a number of cars parked in that car park and the owners of those cars standing next to the angel. Just like there was on Saturday morning. And Sunday morning. And Sunday afternoon. There, that's not so difficult to understand now, is it? Rosvanian
  • Score: 0

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