An ad for Netflix’s “Hawaii Star” is one of many that hit the airwaves in the Hawaiian state of Hawaii this week, as the streaming service ramps up its push to expand its reach in the Pacific nation.
The ad, which was first spotted by BuzzFeed News in Hawaii, begins with the narrator saying, “We’re in Hawaii!” and then cuts to an advertisement for Netflix that shows a giant Hawaiian flag, the logo of the streaming platform and a star in the center of the flag, which says, “Hawaiian Star.”
Hawaii is a popular destination for U.S. tourists and has long been a favorite for U-Hauls and other transportation companies to deliver packages.
It also is the state where Netflix has its headquarters, where it has a dedicated office.
Hawaii’s state flag was originally a blue-and-white striped flag, but it was changed in 2003 to white and red stripes after a proposal by the Hawaii Department of Land and Natural Resources to remove the blue-green color.
Hawaiians voted overwhelmingly in favor of a constitutional amendment that made it legal to fly the state’s flag at half-staff in January, as well as a presidential proclamation that made Hawaii a U.s. state.
Hawi’s tourism industry is worth $2.7 billion a year, according to a 2015 study by the tourism industry group Hawaii Association of Realtors.
Netflix’s Hawaiian ad, however, represents just $10,000 of that.
A spokesperson for the Hawaii Tourism Authority, which manages the state tourism economy, said in a statement that “the use of the Hawaii star was not approved by the governor and that he had not received a response from Netflix regarding its use of our state flag.”
Netflix did not immediately respond to a request for comment.
Hawkeye Films, the film studio behind the Netflix video, was not immediately available for comment on Monday.
Hawkean filmmaker Mark J. Stroud, who worked on the video, tweeted that he was disappointed.
“I was surprised and disappointed to see the state flag used in an advertisement by a commercial company,” he wrote.
“It was very disappointing to see that the use of an American flag was considered a disrespectful act of violence against a Native American person.
The video is a direct representation of how the U. of A. is currently treating Native Americans.”
Hawkeye also is working on a film based on the “Hawkeye” franchise, according in the statement.
Netflix has also used its Hawaii star in an advertising campaign for its Netflix Originals series “Black Mirror.”
The “Black Moon” series, which premiered in 2015, stars Charlie Hunnam as a young man whose “Black Pearl” (as he calls his character) is stolen by a mysterious group of men.
Hunnam’s character is portrayed by actor and producer Ryan Kwanten, who is also a member of the “Black Phoenix” clan, which includes several members of the Utes.