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Only thing worse than the thinkpieces on it being “blackface” are folks screaming over others and invalidating diverse viewpoints, just to point out to everyone about how it isn’t blackface.
“Two ears, one mouth.” Many of you in this industry would do well to keep that in mind.
Chief
What’s really offensive was the press fawning over GUT when it was released. It’s just not a good ad, period. The strategy was clearly “do a tie-in with the Joker release but don’t be too ‘Jokery’ or the client will get sued.”
But the fact the peanut gallery is offended is precisely why clients won’t let us have nice things. And by “nice things” I mean any form of creativity whatsoever anymore. 🤦♂️
The CCO said "that messy experience of having ketchup all over your face was the perfect way to connect with global consumers and spark conversation"
Idk what if there was insight work involved here but "people get ketchup on their face" seems to be pretty useless. It's not something most people enjoy. It's not something that comes to mind when anyone thinks "ketchup" it's just like a really shitty riff on the got milk campaign.
Not racist. But very poorly done regardless.
Chief
Is too!!! Read my linkedin think piece
If you lead with only the image of the black person, as Adweek did, it does not convey Joker. It comes off as “ha ha blackface.”
I doubt that was the intent. I look at the team who created it, and they are all Brazilians who probably didn’t even give it a thought.
Blackface ads actually still have a habit of appearing in work outside the US.
Actually VP CD 1, if you’re not considering the feelings, experiences, and perceptions of others and leading with empathy in your life and in your work, the problem is likely you.
It's the age of the offended
"Weapons grade" is gold
I'm stealing that line
Well it’s not black face but it is unintentionally racist and that’s why we need diversity in rooms because someone would’ve called it out. That’s all.
Pro
I looked up the credits. It was made by Brazilians and Black people. So we have to understand that it wasn’t made by people who were even looking at it with that racist lens.
A Black and Brown team made the ad innocently, but we assume white people with a racist agenda did. That racist history exists. Still today. And you can imagine them getting a laugh at a Black person’s expense due to this.
Clearly it is not fair to the dark skinned Black model to be called a Sambo caricature. It’s actually fucking horrible. They did not sign up for that.
I’d like to see the Heinz ‘blackface’ on the body of the woman holding her newborn in the hospital, chowing down on a BK Whopper.
I want to be angry!!!!
Just looked at the ad. Don’t think it was intentional (but there’s a whole nother conversation to be had about “accidental” racism and discrimination that can result from not having diverse voices and an educated team), but it definitely looks like Blackface. It definitely gives minstrel show vibes.
People in the ad industry should know ads are not just about intent, but impact.
It looks bad.
The team was “diverse”, but even throwing a white American on the team may have helped raise some flags.
It’s a black face.
What do you all think of this other recent Heinz ad?
https://www.standard.co.uk/news/london/heinz-advert-underground-tube-black-fathers-wedding-pasta-sauce-b1186670.html
I think that if someone is looking to be outraged by shit they conjure up 100% in their own head, they'll find a way to be outraged.
Who cares
I think the end result of this controversy will be fewer black people in ads, not an increase in cultural sensitivity and knowledge of racialized people.
I’ve seen clients reject diverse casting because having a POC *ask questions about something complex* could be seen as suggesting all people from that group are unintelligent. You’re underestimating how risk averse most clients are, especially when it comes to associating their brand with racism.
so if they refused to cast a black person for the ad then we would have avoided racism. the things i didn’t learn in ad school…
Essentially yes
A stretch to call it black face. It was just gross. Which is different than trying to be edgy. Everyone involved and especially those signing off on it needs to be let go. Client side and agency side
No.
Forgetting about good ad or bad, when you constantly play the race card, you diminish the the power of fighting racism where it really exists.
I agree. The Heinz ads from Rethink aren't racist.
As soon as I saw this image I figured there was a good chance Heinz would get dinged for it.
How can no one in the agency or at Heinz not remember Gucci getting absolutely dragged a few years ago? Was a pretty big story.
https://slate.com/human-interest/2019/02/gucci-blackface-controversy-racism-history-fashion.html
What a mess! In addition to the joker movie being trash, this ad and the backlash didn’t help. Lol @ the joker being in its flop era.