Greece is taking legal action in the fifth century when authorities played a star role in Adidas advertising campaigns.
The country's culture minister said the decision to use the Western world as a lasting democratic symbol for commercial purposes at the high-tech drone show has left Athens with no choice but to file charges.
"The legal process was not followed," Lina Mendoni told Skai Radio. "This is a very bad, extremely unpleasant image, as if the Adidas shoes were kicking Athens, aesthetically."
The Ministry of Culture has taken the steps to file a lawsuit “for anyone and who are responsible for everyone.”
“Essentially, we have an advertisement for commercial development targeting specific monuments,” she said, insisting that the video’s use of the UNESCO World Heritage website is in violation of strict laws that protect the rich archaeological heritage of the United States.
By Saturday, the Athens Athens Attorney’s Office had begun investigating the process by which sports retailers obtain drone performance licenses.
Both the Ministry of Culture and Finance asked for clarification of the Civil Aviation Administration, which is responsible for allocating air permits under EU regulations.
The drone display was reportedly held late Thursday and was launched from a neoclassical venue at the Zappeion Convention Center in central Athens. The state-appointed committee supervised by the Ministry of National Economy manages the activities of Zappeion.
"Here we have another monument, a newer monument, whose government (even if nothing else) should seek approval from the Ministry of Culture before the licence is granted." "Here we are also violating archaeological law."
As images radiated through social media and public anger grew, Adidas fought back, saying Greek legislation had been carefully followed. "All required permits are received and comply with," the German company said in an emailed statement on Friday. "Adidas did not use images of the Acropolis monument for advertising or other purposes."
In a country with an old, often heavy past, political opposition had a wild day questioning the role of the center-right government in the carnival.
"The Acropolis of Athens is a global symbol of culture and democracy and cannot be regarded as a background for commercial purposes," the opposition Pasok Party said. "Serious issues regarding the role and responsibility of cultural ministry."
The left-wing Syriza party regrets the advertising, describing it as "the commodification of Greek cultural heritage."
It says: "The image of the sneakers 'steps' created for advertising purposes using drone groups constitutes an offensive commercialization at the heart of our cultural heritage."
The management of the Acropolis, the most popular attraction in Greece, was particularly sensitive because of the long debate on the evacuation of artifacts (partenon sculptures) from the site.
Greek officials occupy half of the famous trim in the British Museum, stepping on a beautiful route among British officials to win treasures.
Just a few weeks ago, the Greek Ministry of Culture refuted demands from the country's contemporary leading director, Oscar-winning Yorgos Lanthimos, to end his latest film, Bugonia, on the monument.
The proposed scenario is considered “incompatible with symbolism…and the values represented by the Acropolis of Athens.” The social media this weekend was filled with user criticism: "To Yorgos lanthimos. Yes, to Adidas. Yes, to art, yes."