Timberlake: Shaky Sponsor?

McDonald’s chiefs are apprehensive about continuing campaigning with singer Justin Timberlake after the backlash over his raunchy performance with Janet Jackson at this year’s Super Bowl. For those of you not familiar with the incident, Timberlake performed a duet with Jackson during the half-time show of the Super Bowl and at the end of the performance he tore off her top and exposed her breast.

Despite claims that he was unaware of the stunt, McDonald’s is wary about using him as their spokesperson. Walt Riker, company spokesman said, "What happened was inappropriate, but for the moment that’s all we’re saying." Riker and company fear that using Timberlake in future "I’m lovin it" commercials might provoke further anger from already irate customers. I bet Justin’s wishing he had skipped that performance!

After his initial feigned shock and claims of a "wardrobe malfunction," Timberlake did let on that he found out about the stunt only moments before going on stage. His apology at the Grammy’s did seem sincere despite the rumors that he was not allowed onstage until he agreed to apologize. No official word yet on the status of Timberlake’s relationship with McDonald’s, but it seems that the stunt gone wrong has gotten out of control. Was it a stupid stunt? Yes. Is it the stupidest stunt ever pulled on television? Probably not. Should it cost Timberlake his sponsorship deal with McDonald’s? No. Everyone has learned a lesson here and the question is will Timberlake’s unfortunate involvement with the incident really stop people from eating at McDonald’s?