Part 5/9:
Adding to the controversy, Pixar's promotional efforts for Elemental drew criticism for their poor timing. The studio tweeted and then deleted an advertisement featuring the phrase "Unleash Your Wildfire" amid ongoing Canada forest fires—a move seen as insensitive given the severity of current environmental disasters. The hashtag and promotional poster appeared to evoke the fire sentiment at a time when communities are suffering, leading to backlash and embarrassment for Pixar and Disney alike.