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


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.

[Total: 25    Average: 2.1/5]
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Date: 04/19/12 11:01 AM

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

  1. Profile photo of jtrebowski
    jtrebowski Male 40-49
    3348 posts
    April 19, 2012 at 7:40 am
    Link: Acura Only Wants Light-Skinned Black People - When Acura cast their Seinfeld Super Bowl commercial, they wanted a specific car salesman. They apologized yesterday.
  2. Profile photo of DromEd
    DromEd Male 40-49
    1850 posts
    April 19, 2012 at 11:12 am
    For what?
  3. Profile photo of Ani187
    Ani187 Female 30-39
    4448 posts
    April 19, 2012 at 11:13 am
    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.
  4. Profile photo of Buiadh
    Buiadh Male 30-39
    6739 posts
    April 19, 2012 at 11:13 am
    Oh ffs.

    It`s only racist if you make it racist.

    Somebody made it racist. The idiots.
  5. Profile photo of whodat6484
    whodat6484 Male 30-39
    3907 posts
    April 19, 2012 at 11:16 am
    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?!?!?!
  6. Profile photo of DromEd
    DromEd Male 40-49
    1850 posts
    April 19, 2012 at 11:23 am
    I like the MAJOR COMEDIAN part. Seinfeld hasn`t been relevant in over a decade.
  7. Profile photo of CrakrJak
    CrakrJak Male 40-49
    17515 posts
    April 19, 2012 at 11:23 am
    They just didn`t want Flava-Flav to audition for the part.
  8. Profile photo of CrakrJak
    CrakrJak Male 40-49
    17515 posts
    April 19, 2012 at 11:24 am


    No Audition For You!
  9. Profile photo of DasUberPoop
    DasUberPoop Male 30-39
    209 posts
    April 19, 2012 at 11:32 am
    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.
  10. Profile photo of Johanvb
    Johanvb Male 40-49
    496 posts
    April 19, 2012 at 11:32 am
    @whodat6484

    Indeed! So casting for a men or older person will be out of the question too.
  11. Profile photo of dm2754
    dm2754 Male 40-49
    3284 posts
    April 19, 2012 at 11:35 am
    "not to dark"
  12. Profile photo of FoolsPrussia
    FoolsPrussia Male 30-39
    3446 posts
    April 19, 2012 at 11:39 am
    "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.
  13. Profile photo of rncotton
    rncotton Male 30-39
    417 posts
    April 19, 2012 at 11:41 am
    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!
  14. Profile photo of jendrian
    jendrian Male 18-29
    2516 posts
    April 19, 2012 at 11:43 am
    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.

  15. Profile photo of Enjin
    Enjin Male 30-39
    802 posts
    April 19, 2012 at 11:56 am
    If this offends you then you are probably a racist.
  16. Profile photo of simbha
    simbha Male 30-39
    412 posts
    April 19, 2012 at 12:10 pm
    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.
  17. Profile photo of Justin9235
    Justin9235 Male 18-29
    1582 posts
    April 19, 2012 at 12:25 pm
    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.
  18. Profile photo of tehbionic
    tehbionic Female 18-29
    313 posts
    April 19, 2012 at 12:37 pm
    So if they said they wanted a really really pale guy, then that would be okay?
  19. Profile photo of Aadya
    Aadya Female 18-29
    55 posts
    April 19, 2012 at 12:48 pm
    Honestly it makes sense, if they put someone who was really dark next to Jerry he`d glow like a light bulb by contrast..
  20. Profile photo of Hedkwab
    Hedkwab Male 18-29
    340 posts
    April 19, 2012 at 1:05 pm
    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."
  21. Profile photo of jendrian
    jendrian Male 18-29
    2516 posts
    April 19, 2012 at 1:09 pm
    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.
  22. Profile photo of faaaaq
    faaaaq Male 18-29
    687 posts
    April 19, 2012 at 1:14 pm
    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
  23. Profile photo of burbclaver
    burbclaver Male 50-59
    878 posts
    April 19, 2012 at 1:27 pm
    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.
  24. Profile photo of FinkStinger
    FinkStinger Male 30-39
    147 posts
    April 19, 2012 at 1:38 pm
    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.
  25. Profile photo of sparki1980
    sparki1980 Male 30-39
    329 posts
    April 19, 2012 at 1:56 pm
    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).
  26. Profile photo of 8BitHero
    8BitHero Male 18-29
    5414 posts
    April 19, 2012 at 2:22 pm
    Why did they apologise? I don`t get it.
  27. Profile photo of obscurelines
    obscurelines Male 30-39
    5 posts
    April 19, 2012 at 2:56 pm
    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?
  28. Profile photo of Wraithix
    Wraithix Male 30-39
    178 posts
    April 19, 2012 at 3:18 pm
    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.
  29. Profile photo of Angilion
    Angilion Male 40-49
    12390 posts
    April 19, 2012 at 3:46 pm
    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?

    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.
  30. Profile photo of Dad4Life
    Dad4Life Male 50-59
    2068 posts
    April 19, 2012 at 3:54 pm
    light skin vs dark skin blacks
  31. Profile photo of SethDog
    SethDog Male 18-29
    768 posts
    April 19, 2012 at 4:06 pm
    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?
  32. Profile photo of jtrebowski
    jtrebowski Male 40-49
    3348 posts
    April 19, 2012 at 5:09 pm
    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
  33. Profile photo of Forplay2k
    Forplay2k Male 50-59
    634 posts
    April 19, 2012 at 6:10 pm
    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.
  34. Profile photo of Lucky2u
    Lucky2u Male 18-29
    315 posts
    April 19, 2012 at 6:44 pm
    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.
  35. Profile photo of VirtualParty
    VirtualParty Male 18-29
    787 posts
    April 19, 2012 at 8:45 pm
    People are cast for roles based on appearance all the time. Ain`t no big thing.
  36. Profile photo of Gerry1of1
    Gerry1of1 Male 50-59
    36208 posts
    April 19, 2012 at 9:20 pm

    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.
  37. Profile photo of OldOllie
    OldOllie Male 60-69
    15844 posts
    April 19, 2012 at 9:31 pm
    Then again, it could just be a technical issue...

  38. Profile photo of jamie76
    jamie76 Male 30-39
    2346 posts
    April 19, 2012 at 10:33 pm
    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.
  39. Profile photo of jamie76
    jamie76 Male 30-39
    2346 posts
    April 19, 2012 at 10:36 pm
    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.

  40. Profile photo of Golden1
    Golden1 Female 18-29
    123 posts
    April 20, 2012 at 12:32 am
    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.
  41. Profile photo of ExtraCredit
    ExtraCredit Male 50-59
    451 posts
    April 20, 2012 at 2:54 am
    Bernie Mac (RIP) need not apply. (Shhhh, he`s too dark)
  42. Profile photo of madest
    madest Male 40-49
    7379 posts
    April 20, 2012 at 7:53 am
    Apologize for diversity? Grow some stones Acura.
  43. Profile photo of drawman61
    drawman61 Male 50-59
    7707 posts
    April 20, 2012 at 11:19 am
    I`m white but I am not upset that they want somebody darker. Goes both ways except I don`t carry a chip.
  44. Profile photo of Satkela
    Satkela Female 18-29
    583 posts
    April 20, 2012 at 5:53 pm
    How dark is too dark? Like do they draw the limit at Denzel Washington bronze or is Labron James Brown pushing it?
  45. Profile photo of trelina
    trelina Female 18-29
    249 posts
    April 20, 2012 at 7:55 pm
    How is this offensive? They`re making a commercial ffs.
  46. Profile photo of Bountykat
    Bountykat Female 18-29
    399 posts
    April 22, 2012 at 5:06 pm
    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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