KFC's Racist Ad? (VIDEO) Australian Advert Accused Of Being Offensive

A KFC ad in Australia has led some on the Internet to accuse the company of being racially insensitive.

The ad, part of the company's "Cricket Survival Guide" promotional series, features a young white Australian at a cricket match sitting in a sea of dark-skinned fans loudly cheering, presumably for the opposition. The Australian, known as Mick in the ads, remarks, "Need a tip when you're stuck in an awkward situation?"

He then shares a big bucket of KFC with them, which seems to help matters. He ends by telling the camera approvingly, "Too easy."

The ad, which has been viewed over 200,000 times on YouTube and generated over 2,000 comments, is presented on that site with the leading title "Racist KFC Advertisement?" For what it's worth, the ad's title on KFC's website is "How to Silence a Noisy Crowd."

On Mediabistro, Kiran Aditham writes of the ad: "Here, a flustered white guy gets out of an "awkward situation"--which in this case appears to mean being stuck in a crowd of happy, cheering black people at a sporting event--by ordering in fried chicken."

Meanwhile Buzzfeed's Jack Shephard, who decided to drop the question mark and title his post "KFC's Racist Cricket Ad," introduces the video by saying, "What's a white guy to do when he awkwardly finds himself in a crowd full of black folks? KFC has the answer."

Is there a cultural context here that Americans are missing? One user writes on YouTube:

Americans might think this is racist because black people eating fried chicken is a stereotype that exists in their country. This ad was shown during cricket matches between Australia and the West Indies. If England had been playing at the time, the ad would have shown the bloke feeding chicken to the Barmy Army to make them sit down and shut up. There's no racism intended or perceived in Australia. The complaints I've seen have come from Americans guilty about they treat people in their country

What do you think? Is the ad offensive, or is this a case of overreaction?

UPDATE: 01/06: KFC issued the following statement Wednesday: "KFC Australia is removing the television advertisement that was being run in conjunction with the Australian cricket season. We apologize for any misinterpretation of the ad as it was not meant to offend anyone."

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Comments

[bivouac]

05:03 PM on 02/08/2010

The whole stereotype is stupid in the first place- black people love fried chicken? Really? How strange, because fried chicken is not at all delicious, and no other person of any race enjoys it. The sad part is, it wasn't that so many people were honestly offended, only that so many people noticed something out of place in their insular, overly litigious culture. It's true from an American perspective the ad seems to play up to a common stereotype, but no one bothered to question whether- even if it were completely based on that stereotype- it was even really offensive. Since when should anyone feel offended about liking a certain (and particularly tasty) food?

[Poyda]

08:52 AM on 01/10/2010

We rest our case ...

http://www.huffingtonpost.com/2010/01/09/the-stupidest-game-show-a_n_416329.html?slidenumber=3czrg9nKC%2B8%3D&slideshow#slide_image

[cylinderbeach]

07:19 AM on 01/08/2010

This site has the other ads from the series of 'Cricket Survival Guide' ads.

Check it out...

http://www.kfc.com.au/cricket/index.asp

[ozjenjen]

10:34 PM on 01/07/2010

One other thing i'd like to point out..... In assuming that the people in the add are African Americans or that they have anything in common with African Americans (culturally speaking) aren't you insulting both parties by stripping them of their individual national identies. Aren't you therefore being racist yourself by forcing them all into one cetegory (that being 'BLACK'). Both are so much more than just their skin colour.

The West Indian people are a very proud race of people... You have effectively denied their culture by assuming they are African Americans

[Caribbeana]

10:18 PM on 01/11/2010

"All (insert non-white nationality/ethnicity here) are the same" is a common meme in the US. The irony of this is that those who are attacking this ad as r@cist are playing on this r@cist stereotype.

[ozjenjen]

10:23 PM on 01/07/2010

Of course we have our own racial issues but they have nothing to do with black culture... our current issues over the last 2 decades have been with middle eastern gangs of young men willfully targeting and raping anlgo women, just becuase they are anglo. Those same gangs also bashed beach goers and life savers so the surfers started a riot..... see we have our own issues to deal with.... why do we want your racial stereo types?

Hey what would they think of our ingams chicken add's.... 'if you don't like chicken there is something wrong with you!'

[ozjenjen]

10:22 PM on 01/07/2010

You do realisse that the rest of the world has a sense of humor don't you? We 'take the pi%s' out of each other on a regular basis without it being labeled racism. It only get labelled racism when the Americans get their PC hands on it.

Aussies and NZ people (regardless of colour becuase both are a multcultural society) make fun of each other, the brits do it, the Irish do it, the Sth Africans do it, the Indians do it, the Pakistani's do it. Generally on the whole we GET ALONG.

Of course there are some stupid racist people here and there who spoil it for everyone, but on the whole we all get along. Especially when it come to cricket. The NFL is played only in the US, Cricket is an INTERNATIONAL SPORT as is RUGBY. Both of those sports thrive around competition with other countries If the US got out of its borders more often for friendly competition (not just to invade another country or goto war) they would understand this.

I never really understood what the big deal was for Canadians. Out here we have our ignorant tendencies as well. When we meet a Canadian we assume they are American's. Well don't we soon discover that that is the BIGGEST POSSIBLE INSULT you could give to any Canadian, tell you what, i know understand why.

[Daksian]

04:39 PM on 01/08/2010

Yep, I've been quick to correct anyone I've met here in Australia that I'm a Canadian, not an American. Interestingly, many Americans pretend they're Canadians when abroad; we real Canucks can only hope they behave as Canadians as well.

[ze wolf]

10:19 PM on 01/07/2010

http://www.youtube.com/watch?v=cevz9icfx1g

This may help provide some cultural context. You cannot say that in this atmosphere an opposition supporter would not feel a little uncomfortable (especially if their side was losing). Also if you can spot a white person there you have better eyes than me.

Within cricketing countries the west indies grounds are reknowned for their 'party atmosphere'. So well known that one of the fans has their own entry on ESPN's cricinfo alongside the players: http://www.cricinfo.com/westindies/content/player/268597.html

My point is that anyone from a cricket playing nation (especially one watching the matches during which the ad aired) would instantly identify the people in the KFC ad as West Indies cricket supporters.

Yes I can see how the ad would be offensive in the US if directed at african americans but you need to have an understanding of the culture in cricket playing nations and show some respect. It's not all about you.

[Poyda]

08:55 AM on 01/10/2010

"It's not all about you" ... That was the best line on the entire blog.

[foxoff]

09:57 PM on 01/07/2010

Let me get this straight, an advertisement placed in coverage on Australian TV of a sport (cricket) that America doesn't understand, which doesn't involve african americans at all, by a company (KFC) who has spent years sponsoring a non-american black cricket team (the West Indies) somehow constitutes racist against african americans? When did West Indians become african american? When did one nation's prejudices become the world's problem? Why can't I offer my Aboriginal mate a piece of KFC (or as we call it here "the dirty bird") if he is hungry and I am generous?

As one person here has written, where is our apology for the Simpson's take on Australia? And why does Bart think we sound like Dickensian, 18th century English chimney sweeps?

We should all judge other cultures and their humour by our own standards and experiences. Is that not prehudice in itself? Lovely approach that. Might even spark a few wars....

[ozjenjen]

11:22 PM on 01/07/2010

Maybe next time they should get Harbhajan Singh and Andrew Symonds to do the add together. Or maybe use Pakistani or Indian fans...... Would the Americans even care then?

Why aren't there any Scotsman screaming hairy carey about the angry angus add? Or better yet, why hasn't the American media picked it up?

Also on that token, Americans should stop impersonating any other nationality in their adds and on tv/movies becuase the other nations might find it offensive. No more leprachauns, no more british accents, no more aussie accents (done very badly). Just because your not impersonating a person with a different skin colour doesn't mean your NOT BEING A RACIST.

[NeronBull]

09:35 PM on 01/07/2010

Also, where is our apology for "Bart vs. Australia"? More than 30 seconds of racism i think?

[ozjenjen]

10:38 PM on 01/07/2010

We'll never get an applogy nor will the rest of the world for all the insensitive B.S that the US puts out. Becuase for the simple fact they do it deliberately. They deliberately find cultlural quirks to pick on, but because they do it, it's FUNNY not racism. As it has been said before "go team America, world police"

Honestly if the rest of the world lived by the moral compass of the US of A we'd be stuffed.

[ozjenjen]

01:49 AM on 01/08/2010

Now letterman is attacking the transgender appointee to the white house, and guess what...... they mostly think its FUNNY... omg its American so nothing insulting or derrogatory going on here.

[NeronBull]

09:31 PM on 01/07/2010

I think its safe to say that the so called "war" has been won by those in the know.

[CarrieAntigua]

10:02 PM on 01/07/2010

Fanned BTW! :-))

[pmb1]

07:35 PM on 01/07/2010

to my fellow australians/commenwealth countrymen/americans with some common sense. i'd like to suggest that you join me in contacting huffington post and kfc in the usa and australia and complaining about how this illegitimate furore has been created and asking for the ad to be returned to television screens. i doubt it will work (i have my doubts that this comment will be allowed but i'll make it anyway) but we can't allowed ill informed twits to dictate what we are allowed to think and do.

[dios]

12:03 PM on 01/08/2010

We should boycott kfc here in Oz for bowing to US pressure and taking the ad off.

[Sammy J]

06:01 PM on 01/07/2010

Bloody Yanks- and you wonder why the world hates you? Because you think you own it! Believe it or not, not everybody knows, or cares, about your racist stereotypes. Let other people from other cultures get on with their own lives whilst you rot in your own f**ked up racist country.

[qdog112]

07:19 PM on 01/07/2010

We didn't invent it nor do we monopolize racism. I am sure it is well and alive in your own backyard. If you know anything about colonization, then you should know it's foundation IS racism. Despite progressive strides THROUGHOUT THE WORLD, the legacy remains.

[ozjenjen]

09:54 PM on 01/07/2010

No but you are forcing your particular brand of racism that only exists in your country (your racial stereotypes) onto the rest of the world where it isnt wanted. I've already said racism exists in Australia but we are dealing with our own racial history and don't need yours (which doesn't apply here) shoved down our throats.

How you you like it if the rest of the world started treating the US the same way?

stuff it, why don't the other 194 countries (even the ones the us doesn't recognise) become the moral compass for the world instead of the coutnry that screwed us with the gfc and puts out such blatantly racist claptrap as the simpsons, white chicks, that moronic baptist church, the kkk. etc etc etc.

And if you knew anything about australia you would know that the basis of it's colonisation was Terra Nullius, basically a land that is empty of civillised culture(under the British 1770's definition). Since then our law courts have admitted that this was an error in judgement upon the part of Cpt Cook and as such it had the possibility of completely undermining our current judicial system..... So as i've said we are working on our own racial issues why should we deal with American racial guilt as well, it has nothing to do with us!!!!! Why should we censor our tv just incase we offend the US????? the US doens't care who it offends in it's tv broadcasts.

[ozjenjen]

12:48 AM on 01/08/2010

isometry.com/usahate.html

this outlines some of the reasons why the world is fed up with US interference.

[Daksian]

04:51 PM on 01/07/2010

It's been said elsewhere, but bears repeating while this thread is still active...

Since KFC has pulled the ad, I'd like all American TV and movie production companies to issue an order to stop using phrases like "rooting for a team". It is possible that many Australians would find the idea that someone has sex with an entire sports team offensive. Please use the term "barracking" instead (or "supporting" or even "cheering"). Since American social mores have been dictated to Australia it is only fair that the reverse holds true as well.

[Dee Mahoney]

04:31 PM on 01/07/2010

Whilst I'm waiting for a response to a question I had posted earlier (Australian man shares KFC with WIndies cricket fans - this is racist??? Please explain how - feel free contribute...) I wanted to hypothetically suggest how the ad came about - tell me if you think this seems ridiculous:
* KFC marketing/Bob Jones from an advertising agency/whoever it may be - is commissioned to do an ad (or rather a string of ads as the case is) for KFC relating to cricket as KFC are the sponsors. 'Bob Jones' sits at his notepad and thinks 'you know, let's not do an ad that's funny or sexy or informative like every other ad out there - let's do a racist ad! and furthermore, let's not even pick a racial stereotype that the target market are familiar with!'
I'm sorry - but that is something that just wouldn't happen. Unless someone disagrees and suggests that KFC would risk it's name and deliberately put out a racist ad. Who thinks so? Because a lot of people are suggesting that - please explain why KFC would do this?

[hemara]

01:25 AM on 01/08/2010

Naive.

There is no such thing as bad press in a marketing driven world.

[ozjenjen]

11:41 AM on 01/07/2010

I did a search of 4 different Carribean and Jamacian news papers and couldn't find a single article regarding this add, so what does that suggest? If the WI news doesn't consider it relevant enough to report why do the Americans?

[qdog112]

07:23 PM on 01/07/2010

So it's irrelevant because it's not reported? BTW, great scientific research. You looked in the paper and didn't see anything on it - Well that settles it. There's no racism in Australia.

[Dee Mahoney]

07:29 PM on 01/07/2010

This isn't about whether or not there is racism in Australia - this is about whether this particular ad is racist or not. As yet - no one has explained to me why an Australian sharing KFC with some WIndies cricket fans is racist? Why is this?

[ozjenjen]

09:42 PM on 01/07/2010

what? I said SEARCH! i never said scientific research. read my post properly and what i was pointing to is......

the people in the add are AUSTRALIAN AND WEST INDIAN and neither cares about the context of the add's so why are the Americans putting their nose where it isn't wanted