Acura Only Wants Light-Skinned Black People [Pic+]

Submitted by: jtrebowski 5 years ago in


There"s the call sheet that Acura posted for the role...
And down below is the finished product....


When Acura cast their Seinfeld Super Bowl commercial, they wanted a specific car salesman. They apologized yesterday.
There are 46 comments:
Female 399
What`s wrong with this? Are you kidding me? People are so goddamn sensitive. They wanted a specific type of person for the commercial, they described who they wanted. God, people are such pussies.
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Female 249
How is this offensive? They`re making a commercial ffs.
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Female 584
How dark is too dark? Like do they draw the limit at Denzel Washington bronze or is Labron James Brown pushing it?
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Male 7,774
I`m white but I am not upset that they want somebody darker. Goes both ways except I don`t carry a chip.
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Male 7,378
Apologize for diversity? Grow some stones Acura.
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Male 453
Bernie Mac (RIP) need not apply. (Shhhh, he`s too dark)
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Female 123
If this is racist, then using thin, attractive, women to sell anything is sexist. If this was for a female car dealer and it said "Attractive. Blonde. Not fat." no one would bat an eye. "white America will only accept certain shades of black" - What a dick. You don`t speak for white people. You don`t want to be generalized, quit making generalizations. Racism won`t go away because everyone goes out of their way to find racism.
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Male 2,344
wow...look at the white people here bob and weave around the obvious racism that exist in society that makes a car company seek out a person of color that is "friendly and not too dark" to ensure that white people will accept them.

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Male 2,344
people, please stop trying to rationalize this...it is some racist BS and nothing else. it is acknowledgement by the car company that white America will only accept certain shades of black...in other words, the whiter the better.

yes, that is why they did it, yes the reason is real, yes it sucks, stop living in denial.
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Male 15,832
Then again, it could just be a technical issue...

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Male 39,929

In advertising, you want a broad spectrum of people to relate to your product. Use of a model to enhance that appeal is standard practice.

If the model is an alibino you`re not going to get black people to relate to him. If he`s too dark gingers won`t buy into it. So you go for someone towards the medium range.

Not racist.
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Male 787
People are cast for roles based on appearance all the time. Ain`t no big thing.
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Male 315
I think the point most people are missing is the context. The statement would not have been racist if it had been NEEDED. For example in a commercial where two siblings are represented that statement would have made sense cause you want skin tone to match (even among white/hispanic/asian races). But for this part as a sales person... this was absolutely not needed. There is no need to distinguish between light and dark here.
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Male 704
Hey maybe it has to do with the film and light and not race. But then we would have nothing to get worked up over at IAB.
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Male 3,369
ok...now I`m gonna put my two cents in. To, be perfectly honest, I was simply submitting this to generate conversation, not troll or race-bait. However, I do find it interesting that so many missed the fact that society, even among black people discriminate against people with darker skin
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Male 768
I don`t see the difference between that and saying: White person, not too white - because they want someone a little tan? The latter wouldn`t be considered racist, so why should this?
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Male 2,085
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Male 12,365
[quote]Nice minimising white dudes. This is pretty awful and it says a lot. And if we want to pretend it doesn`t we`re part of a media structure that still want black people in a specific pockets. How about `not too Jewish?` Is that alright?[/quote]

How about `not white`?

Oh, wait. That`s what they said. But you don`t see anything wrong in that and neither does anyone else.

There`s racism and hypocrisy present here, but it`s not in the advert.

Casting, especially for adverts, is almost done for a specific look to appeal to a specific demographic. They`ll exclude based on age, sex, physique, accent...all sorts of things.
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Male 177
How is this any different than it saying "Brown hair. (not to dark - light preferred).

It`s a defining characteristic. I think the fact that people are pointing out this is racist, is racist itself.
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Male 5
Nice minimising white dudes. This is pretty awful and it says a lot. And if we want to pretend it doesn`t we`re part of a media structure that still want black people in a specific pockets. How about `not too Jewish?` Is that alright?
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Male 5,413
Why did they apologise? I don`t get it.
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Male 329
At 7 Seconds.. the guy is done with his job.. why is this a big deal. I mean, its a TV commercial.. they want a specific look for a specific reason. Even out of context I don`t get why it`s a big deal. (Out of context being: not knowing the exact reason - be it to make Jerry seem less pale or the color tone of the commercial/room with respect to the car and how they felt only a small range of skin tones would look good in it).
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Male 147
Pfft, whatever. If you think that`s offensive just imagine what it would say if the part was for a female in a Budweiser commercial.
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Male 878
TV news and commercials have been doing this for years, but they aren`t usually stupid enough to put it in print. I`m sure if someone did a study of all the successful black anchors and actors you`d find their skin color was lighter than the average. I hope I`m wrong.
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Male 694
Anyone who finds this offensive is an idiot. They are casting for a commercial. THEIR commercial. They get to choose anything they want. If they only wanted short people that doesnt mean they hate tall people
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Male 2,516
actually Jerry Seinfield doesn`t look that pale to me, looks more like they were looking to make the room really bright so the car would shine more



So yeah, although I see what the complaint is, I don`t see why they would admit to racism, when it`s plainly obvious it`s more of a technical point.
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Male 340
THAT`S THE GODDAMN BUSINESS!! Next they will make a Martin Luther King movie, and people will be offended when they put out a casting call for black actors. Or they make an Anne Frank tv show, and only want dark brown haired, pale skinned girls. Fools are just LOOKING for racism. This is a business of looks.
"Who the drat cares. They wanted a certain look. It`s their commercial and they should be able to hire who ever they want to fit the role."
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Female 55
Honestly it makes sense, if they put someone who was really dark next to Jerry he`d glow like a light bulb by contrast..
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Female 313
So if they said they wanted a really really pale guy, then that would be okay?
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Male 1,582
Who the drat cares. They wanted a certain look. It`s their commercial and they should be able to hire who ever they want to fit the role.
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Male 416
I`m going with rncotton`s explanation on this one.

I can see FoolsPrussia`s perspective on this, but I don`t really buy it. It would be different if it read something like "Friendly (i.e., not too dark)," but the fact that they`re separated by a period makes it clear that they`re not only uncorrelated, but completely unrelated.
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Male 802
If this offends you then you are probably a racist.
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Male 2,516
ah, thanks to FoolsPrussia I now see what`s wrong. I guess people are just a little picky with their racism... I don`t think there`s anything wrong with it.

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Male 417
OK America .. STOP F`ING APOLOGIZING for everything. Good LORD! Where in the constitution or the Bible does it say "Thou shalt not be offended?"

They don`t want a dark skinned actor for the simple reason that the star is white, the room is light colors, the car is light colors, and it`s difficult to properly light the scene if there is a +/- 10 on contrast between the two actors standing side by side.

That`s just one of the MANY logical reasons for wanting a specific skin tone.

People ... get over yourselves!
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Male 3,445
"That doesn`t make it racist."

It`s possible that it`s just a mistake, but the problem is that they wrote "Friendly" followed by "Not too dark." Those in combination look bad.
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Male 4,242
"not to dark"
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Male 530
@whodat6484

Indeed! So casting for a men or older person will be out of the question too.
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Male 209
It may have been something so simple as the filtered look they obviously went for, or the blue / greyscale they clearly went with in the costume design. The DP (director of photography) may have just said something in planning like "get me a lighter skinned black guy `cuz it will look better in the overall picture."

That doesn`t make it racist. If you knew some of the crazy stuff casting agents ask for, you`d know this is hella tame.

You`re right...it`s not racist until someone makes it racist. This is a no-brainer.
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Male 17,511


No Audition For You!
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Male 17,511
They just didn`t want Flava-Flav to audition for the part.
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Male 2,694
I like the MAJOR COMEDIAN part. Seinfeld hasn`t been relevant in over a decade.
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Male 3,908
Why the f*ck did they apologize? They were making a commercial and had a certain look in mind so cast specifically for it. If you`re a young actor and see an audition for young, big breasted women in good shape for a part in a Hooters commercial are you going to complain because you`re a fat chick and they won`t hire you?!?!?! If they`re casting for a movie about some famous dead white guy and ask for white actors only to audition will you complain because you`re black and they won`t hire you to play that part?!?!?!
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Male 6,737
Oh ffs.

It`s only racist if you make it racist.

Somebody made it racist. The idiots.
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Female 4,447
What`s to apologize for? They had a specific character in mind for their commercial. I`m not offended that they specifically asked for an African American and not a Caucasian.
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Male 2,694
For what?
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Male 3,369
Link: Acura Only Wants Light-Skinned Black People [Pic+] [Rate Link] - When Acura cast their Seinfeld Super Bowl commercial, they wanted a specific car salesman. They apologized yesterday.
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