How a ‘Flatliners’ Ad During a Movie Showing Made This Woman Walk Out

It was March 1997. I was at a movie theatre revival showing of the Star Wars sequel, The Empire Strikes Back. This is, admittedly, a very dark film in the first place, the darkest of the Star Wars trilogy. It is the film where Luke finds out his true parentage, in a scene that has become notorious. I’m not going to get into that in any depth because I’m assuming you’re all more or less familiar with the plot of the original Star Wars trilogy.

I think this was one of the very first film showings that included a special, movie-only commercial meant to promote a new line of Levi’s jeans. The new line was apparently to be called “Flatliners,” yes, a promotional tie-in with that film, with the association that Flatliner Jeans would make the wearer look slim and “flat.” They also apparently thought it would be cute, hip, and hilarious to display the young male wearer of said jeans as DEAD and FLATLINED and to have someone jumpstart the person’s heart with defibrillators(!)

So I am part of a captive audience in the theatre at the time when this commercial comes on, in the intermission of The Empire Strikes Back showing. When I heard the flatline sound and saw the picture of the hospital monitor with the flatline showing on its screen, I stood right up and started swearing loudly. I didn’t even know where I was, I was so shattered. The tears were streaming down my face, and I didn’t even feel it. Once I finished swearing, my husband and daughter escorted me out to the lobby. They were equally upset and horrified by the commercial. They didn’t need to ask why I erupted like that.

Only the week before, I had buried my beloved one-month-old baby daughter Rhiannon Roxane, my second daughter. She stopped breathing in my arms when I was burping her, about 3:00 AM on March 4, 1997. It was diagnosed as Sudden Infant Death Syndrome – SIDS. Because my husband and I were awake and aware when little Rhiannon stopped breathing, we called 911, the paramedics came, and they resuscitated our baby. Then they rushed her to the hospital emergency.

I was in despair at the time but nursed a desperate hope. I knew she had probably stopped breathing for at least 5 minutes before I became aware she hadn’t fallen asleep against my shoulder. I had just taken the St John’s Ambulance course at my office so I could give first aid to my co-workers if needed. The course had taught me one important thing: if the brain is deprived of oxygen for more than 5 minutes, that person is likely brain dead. So I was crying and not hoping for very much as we joined the paramedics at the emergency ward.

They spent a long time at the hospital trying to revive my baby girl. I was sitting in a dazed, surreal state, looking down the hallway at the room where baby Rhiannon Roxane lay, our little Rhi-Rox. Then I saw the green line going level across the hospital monitor, no twitches in its movement, straight along, over and over. And I heard that long loud beeeeeeeeeeeep. The flatline sound. The sound of no hope at all when it’s someone you love who is hooked up to it. There will be no defibrillators hooked up to this baby. She is brain dead.

Soon we are called one by one to the telephone in the emergency department. It is the consultant pediatrician on the hotline from Sick Kids Hospital downtown. She has a request for each of us, my husband and me. “Do I have your permission to disconnect life support?” Her voice is cold, clipped, and empty of emotion. I say yes, with a heavy heart. She asks it again. This time she adds, “You do realize she will be a VEGETABLE if I leave her connected to life support?” Oh God, did she have to say that? Feeling punched in the stomach, I say yes again. She asks the question yet a third time. Yes.

I say to my husband, you talk to her. What I hoped for, I don’t know. Anything, but that merciless clinically cold voice. Does she make this call every day? I wondered. Is she dead to all feeling now? Then I hear my husband saying Yes, Yes, Yes three times, and I realize she has asked him the same terrible question.

Now they have official permission to pull the plug. There is nothing for the hospital staff to discuss anymore, except do we want an autopsy. We do. Then we follow the rest of the routine in these circumstances, of which I will spare you the details.

Back to the movie theatre. I am standing in the lobby next to the snack bar. I ask for the theatre manager, to complain about that heartless, insensitive jeans commercial we have just endured. The one where they think the sound and the appearance of a hospital monitor going flatline is terribly funny, and a great way to market a new line of jeans. Why bother with sex as a motivation for buying clothing when you can promise virtual resurrection from the dead if you just put on these “Flatliner” jeans!

But no manager is on duty right now. I’m reduced to talking to the only theatre staff member there, a young man who is sweeping the floor in the lobby. No one else is there, not even the snack bar staff. He is the target audience for this commercial, because he’s barely out of his teens. I talk to him about the commercial. In a sad, resigned voice, he replies, “I didn’t like it either.” His head is down and he looks nearly as bereft of hope that things will ever get better as I feel at that point. Nobody cares anymore. Not that pediatrician on the emergency department hotline. Certainly not the marketing department at Levi’s jeans, I could only conclude.

I give it some thought and realize I need to phone the head office of the jeans company and make a complaint there. I did so the next day. I couldn’t get hold of any top management there, but I was asked by their public relations guy to leave a voice mail for the CEO. I don’t remember everything I said, except that we had just lost our infant daughter the week before. “No one,” I said in my voice mail, “who had lost someone they loved while in hospital and heard again that awful flatline sound, would think that was funny.” But the Flatliners movie, replied the PR guy. Didn’t you see it? Didn’t you get the joke? No, I said. I was 100% certain that at this point I didn’t want to see that movie, ever. Finally, I said with a voice of rage that the commercial had offended me so deeply, that I felt the company had spat on my baby daughter’s grave!

All I wanted was for the commercial to stop, to stop right away, before some other bereaved family had to hear it, had to watch it. But apparently, when they played the voice mail for the Levi’s CEO, and he heard my remarks, he said, “That’s it. We pull the whole campaign. The Flatliners jeans line is cancelled as of now.” I wouldn’t have known about this, except the PR guy phoned me back and told me that this happened. Incidentally, Levi’s sent us two T-shirts by way of apology. I hadn’t expected they would decide to actually stop production of the jeans with that offensive name. I just hoped they would pull the commercial. Obviously, I am relieved that once I brought the issue to their attention, Levi’s immediately did the right thing.

So here’s a case study in how death as a concept was initially handled insensitively by the ad men (who may not even have been employed by Levi’s), and the outcome of that – with an outraged, bereaved mother: me. I can never bring my baby girl back. But I wanted to spare other families who’d lost someone they loved some small portion of the heartache that my family and I had gone through.