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I agree with Brett that if there's any racism then it's in the reading of the ad, not the writing of it. If a white man had been pictured in the 're-civilize yourself' ad, I don't think there would...
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Well, honestly, "damn" has pretty much become a "civilized" swear word, for whatever reason.
View ArticleBy: nscruggs
This ad and the cultural ignorance and insensitivity in some of these posts are the reason why we need greater diversity in this industry. As an African American woman there was never a question that...
View ArticleBy: mark
What was DraftFCB thinking of when they wrote the copy. It's not the imagery it's the words that can be seen as offensive. That said I tend to agree with the author that had the headline "Re-Civilize...
View ArticleBy: phil.jordan
It is the absence of our admission that racism exists and still impacts our relationships that keep us from making better progress with it, I believe. We are uncomfortable dealing with it, so it...
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I am just wandering how no one (CMO, agency) came across this obvious feeling before releasing the ad! I mean this is such a lack of culture and consideration! I am white leaving in a multicultural...
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It seems that there is high racism in the perception of the people & critiques than the copy of the ad itself! I think its a brillient idea and the ad speaks about a new generation, confidence and...
View ArticleBy: alewis2
In my opinion, this ad was not racist (as defined by its definition), but it was indeed offensive and disturbing to many NON-WHITE people. From a historical aspect in these United States, it is...
View ArticleBy: rearl
Actually, the campaign is kinda stupid. And not likely to get guys to buy whatever they're selling.
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As a German, I am proud that the parent company Beiersdorf took immediate action and pulled this inappropriate ad as it definitely is offensive to the African American population. As Jack Jones...
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Jack Jones has it exactly right. But perhaps more disturbing about this ad is the fact that no one even thought to ask the question "might this be perceived as offensive to some of our audience?" And,...
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I'm black and I don't see anything racist about the ad, I think political correctness has and is continuing to destroy everything. If the the print ad had used the white guy instead they would have...
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As a former "long hair" bearded white guy, I can tell you that I did not find the ad offensive. What I do find offensive is the cultural bias that fuels this kind of discussion. Black men with afros,...
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I certainly agree with you about the source of contention versus the actual messaging of the ad. To my point; it would seem that the person who, upon first seeing this ad, thought to themselves "black...
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Another reason why agencies should hire people who understand these kinds of racial/cultural sensitivities. If that person had been in the room when this was created, s/he would have stopped it from...
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I agree with you in that the ad is not racist, but it is insensitive given the context of civilizing Black people in general - there's no denying that. I applaud them for trying not to use only white...
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I do believe the company did not thoroughly proof read and in ending: If the words were simply written as "RE-VITALIZE", we would not be having this debate/discussion! I definitely believe the words...
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Cecilia Jato, you and everyone else are invited to consider the following: http://tinyurl.com/42p4dyc
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@Fran It supposed to generate attention, but not the wrong attention. You want people to invest in your brand not divest in your brand. As a Black American male Designer, I can see the controversy in...
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What you are not understanding is that in my culture, someone telling us to become more civilized instantly triggers insecurities. We know of our current "issues" in this society (poverty, prisons,...
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I think the use of the word "re-civilize" takes away most of the support for the accusations thrown at this ad. "Re" indicates that the writer's perception was that the guy had been civilized at one...
View ArticleBy: jdietz
The only people who are racist are those who cry racism at anything and everything. It's not like they made the black guy turn white - HE'S STILL BLACK! So get over yourselves and see the ad as just an...
View ArticleBy: steve
In all of this debate, there hasn't been a single mention of the fact that Nivea also sells A popular skin "whitening cream" in Asian markets.
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In my opinion, there's nothing wrong with the ad's copy or it's campaign strategy. What I find disturbing is, the art direction of the ads to convey the Nivea's message. I have a feeling the client was...
View ArticleBy: csizmadia
Jacob, you are absolutely right. If somebody don't differentiate people based on skin color couldn't even come to the conclusion that it's racist. Just in case he is racist.
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It's very likely the creative team is post civil rights, certainly post 70s, and has no reference for how an afro could be conceived as "uncivilized" and offensive. However, there are enough African...
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I wouldn't characterize the ad as racist, but it's fair enough to call Nivea out on this oversight. Frankly, it's just bad copy, even if they were reversed. "Look Like You Give a Damn" is actually...
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I agreed with you until you said they are not racist. The ASC behind a photographer's name means that he/she practices racism in photography and can work it in an instant. It's how Pres. Obama ends up...
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It'd be great if the defensive commenters would realize that you simply can't conflate African American and white experiences in the United States. They're not equal, and society isn't post-racial. You...
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@Napeoleon Most African Americans aren't looking for cookie cutter ads with their images swapped into generic copy. Ads are supposed to influence, to subtly persuade you that the product or service...
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Actually, there is evidence to support changes in racism and descrimination within generations. You must be some average consumer who simply buys upon impulse and blames PR people and Marketers for...
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And THAT is the true essence of what public relations and good marketing is all about.
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Peace, its interesting to read all the different angles people have addressed this NIVEA ad from. Your replies are formed by your knowledge of a person or group's history. If you lack a true...
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Can everyone say... Uppity. A wee bit intrenched in a stigma of cultural self identity? African cavemen looked as 70'sh as European cavemen. The uproar is absurd. It would be a wonderful world if the...
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Very well put Jack Jones! I think the most offensive element of this ad is the tagline.
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Ha, exactly... I swear like a sailor, but was surprised that they used a swear word in the campaign! :-)
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Oh for goodness' sake!! I think folks need to stop being so overly sensitive, & reading things into situations that ARE NOT THERE!! "White folks" cannot get jobs if they have such hairstyles...
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Perhaps because it is irrelevant. If they sell that, then it is because it is being purchased, because it is a desired product by enough people to warrant its creation. It has nothing to do with this...
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So many seem to be making that assumption...but it is still JUST an assumption. Do any of us actually have any real idea, any proof as to what ethnicity ANY member of that particular advertising team is?
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Why are they using the word "Damn" in an ad is my first question. Next, the "heads" they used in both ads could be offensive. The Causcasian one looks like the common images of Jesus, and the black one...
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Nivea is a good company- they employ people from around the world and in offices around the world. I created an educational video about them for college classrooms studying marketing and traveled to...
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I guess the real racists were the people who saw racism in that ad campaign. Maybe they should have done the ad with the white guy and the black guy together. People are soooooo quick to become...
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Can someone help me with the copy on the other ad that talks about "Sin City"? Since when do Cavemen cruise around Sin City?
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Three basic ideas on how to prevent this from happening again in the future: 1- DO RESEARCH! Issues like this are very likely to come up when talking to consumers, whether it is in a qual or quant...
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"...it would seem that the person who, upon first seeing this ad, thought to themselves "black people are cavemen but I'm not supposed to think that because it's racist" are more racist..." That is the...
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