Clothing designer Kenneth Cole seized on the serious situation in Syria to promote his footwear today.
He tweeted on Twitter this afternoon: "'Boots on the ground' or not, let's not forget about sandals, pumps and loafers."
Cole was playing off the assurances by the Obama administration that there would not be any "boots on the ground" if Syria were bombed by the U.S., noted Mediaite.com.
Not surprisingly, people tweeted back in disgust.
In response, Cole posted a video on Instagram, in which he claimed to "provoke dialogue" about "HIV, war and homelessness. "
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Cole then said he was "well aware of the risks of this approach," but patted himself on the back for raising "awareness" of "critical issues."
However, Cole failed to mention that his tweet was clearly an advertisement for his products, and contained no social commentary.
Cole fired off a previous offensive tweet during the bloody battles of the Arab Spring in 2011: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online."