Cuban actress Ana de Armas is facing a significant PR and marketing crisis as the comments on her social media have been turned off. The backlash stems from Cubans reacting with outrage after she was spotted by the Spanish magazine ¡HOLA! strolling through the streets of Madrid with Manuel Anido, the stepson of Cuban “president” Miguel Díaz-Canel.
This controversy comes amidst a severe crisis in Cuba, where the island is plagued by electricity blackouts lasting for days. Meanwhile, Ana de Armas appears to live in an ivory tower, seemingly detached from the harsh realities her fellow Cubans endure.
Boycotts and Social Irresponsibility
Whether you’re an independent business or a celebrity, it is a fundamental responsibility to remain aware of the sensitivities of your audience—especially when that audience shares your country of origin. This is even more critical when your country is under a brutal dictatorship.
Ana de Armas’ PR troubles began with the ill-fated film Wasp Network (Red Avispa), which received a 40% rating on Rotten Tomatoes. The movie, whether intentionally or not, portrayed Cuban government spies in a somewhat favorable light, as they worked to infiltrate and monitor exile groups. Unsurprisingly, this enraged the Cuban exile community, leading to boycotts of the film and creating the first major rift between Ana and her Cuban fan base.
Now, the recent revelation of her relationship with Díaz-Canel’s stepson has amplified the boycott and could mark the end of her career’s connection to her Cuban audience.
The Ana de Armas Brand
When building a brand, the first step is identifying your market and understanding how your product or persona will serve your audience's needs. While Ana de Armas may not be a traditional business, her public image functions as a brand, subject to the same rules of tone, character, and values.
Here are four critical branding lessons that could have helped Ana de Armas avoid this PR disaster:
- Listen to Your Core Audience: Understand their needs, desires, and sensitivities.
- Respond to Public Opinion: Be willing to self-correct when missteps occur.
- Stay Relevant: Be involved in issues that matter deeply to your audience.
- Be Conscientious: Consider the broader impact of your actions, even if it means personal sacrifices.
How Are Cubans Reacting?
Social media and the press are playing a pivotal role in amplifying the fallout from this story. From a PR perspective, the narrative is both sensational and Hollywood-worthy: a global star linked to the stepson of a dictator.
While Ana de Armas' intentions are known only to her, public perception paints this as a catastrophic choice. Her career, much like the Cuban dictatorship itself, appears to be on the brink of collapse.
Comment sections tell the story vividly. On her personal Instagram, comments have been disabled, but the ones left on branded content partnerships are far from kind. Her fans feel betrayed—essentially "breaking up" with her over what they see as a betrayal of shared values. If you scroll through these comments, you’ll see a distinct lack of the love and admiration she once enjoyed, replaced instead by disapproval and disappointment.
Can Ana de Armas’ Career Survive?
Ana’s Cuban fans have, for the most part, been patient and proud of her accomplishments, even after the offense caused by Wasp Network. However, this latest controversy makes recovery seem unlikely. The issue lies not only in her actions but in her consistent refusal to acknowledge past mistakes or empathize with the plight of Cubans.
Over time, Ana de Armas may go down in history as just another Hollywood star—an opportunist disconnected from the struggles of her origins. While Cuban women are imprisoned for fighting for their freedom, Ana is free to choose her fate. Sadly, she seems to have chosen poorly.
What may seem like an innocent relationship has become a symbolic “contract with the devil” in the eyes of her audience. No amount of PR spin or propaganda can undo the public's judgment when trust has been broken so completely.
Conclusion
This article falls under our popular culture blog series, but as a consultancy specializing in copywriting, brand strategy, and voice, we believe there are lessons here for businesses and public figures alike.
If you’re facing a PR disaster—or simply want to improve how you communicate with your audience to avoid one—our team is here to help. Whether you’re a for-profit, non-profit, or artist, we’ll help you build a unique voice for your brand that rises above the internet’s noise.
Contact us today by clicking here.
