Seinfeld Super Bowl Acura Ad Faces Controversy Over Casting Call For Black Actors: 'Not Too Dark'

A scene from an Acura ad now facing controversy over discrimination in casting.

Think black actors have it tough in the movies? If casting standards for the Super Bowl Acura commercial with Jerry Seinfeld were any indication, the advertising world might be worse.

The gossip site TMZ obtained a casting sheet specifying that the actor playing the African-American car dealer in the Acura commercial be "nice looking, friendly, not too dark."

Someone connected to the ad's casting told TMZ that the skin tone restriction was to avoid problems with lighting and special effects.

Acura on Wednesday issued a statement: "We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials. We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor. The casting sheet was only now brought to our attention. We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."

TMZ said it obtained the document through an African-American actor who didn't get the part.

The ad features an African-American car dealer apologizing to Seinfeld because he is No. 2 on the list to get a new Acura NSX sports car. Seinfeld spends the rest of the spot trying to bribe No. 1, ending in a surprise confrontation with Jay Leno.

UPDATE: This story was updated April 18 at 3:20 p.m. to include a statement from Acura.

Comments

[AllPeople]

10:17 PM on 12/01/2012

.
There is actually no such thing as a so-called "Light-Skinned
Black" person ... but rather ... such individuals and groups
are actually people who are of a 'Multi-Generational
Multiracially-Mixed' (MGM-Mixed) Lineage that some may
have been pressured or encouraged to ignore or downplay..
http://groups.yahoo.com/group/Generation-Mixed/message/4160.
People of Mixed-Race lineage should NOT feel pressured to
'identify' according to any standards other than one's own..
http://groups.yahoo.com/group/Generation-Mixed/message/4157.
The legal -application of the racist-'One-Drop Rule'
(ODR) was banned in the U.S. way back in 1967..
http://groups.yahoo.com/group/Generation-Mixed/message/4162 .
http://www.facebook.com/groups/253286018082418/permalink/253341891410164 .
http://groups.yahoo.com/group/Generation-Mixed/message/4187 .
http://www.facebook.com/groups/253286018082418/permalink/253341281410225 .
Listed below are related Links of 'the facts' of the histories
of various Mixed-Race populations found within the U.S.:.
There is no proof that a 'color-based slave hierarchy'
(or that 'color-based social-networks') ever existed
as common entities -- within the continental U.S..
http://groups.yahoo.com/group/Generation-Mixed/message/4154 .
http://groups.yahoo.com/group/Generation-Mixed/message/4153 .

[Yonnas]

12:24 AM on 04/24/2012

"We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."

To me it sounds like, we will be careful next time not to expose ourself, but we will do it anyways.

[Alexis718]

10:45 PM on 04/21/2012

It's just business. Black men aren't that offended because they have preferences too based on skin color and most get what they want. I don't think this will affect the Acura brand.

[Lisa1129]

04:58 PM on 04/21/2012

And you certainly worn out yours, idiot.

[Wairimu]

11:34 AM on 04/20/2012

I'M SHOCKED... OK just kidding. We all know the hue of the skin is as important to some as the color of the skin. Unfortunate.

[kravitz]

09:21 PM on 04/19/2012

Acura seems upset that it was caught. Not that the casting call was worded inappropriately.

[wilray]

08:53 PM on 04/19/2012

As a grumpy person I take offense that they would specify that the person be friendly. I'm not kidding. All this smiling crap is getting on my nerves. I would be just like Seinfeld on that huggy episode.

I still remember when Safeway introduced its smile policy. I immediately knew something was wrong. Their employees became so helpful. They would stop whatever they were doing and come all the way down the aisle to ask if I needed help, all the while smiling. It creeped me out. I no longer shop at Safeway.

[mark1966]

07:08 PM on 04/19/2012

What will people complain about next,that dark chocolate is too dark,give me a break

[youngblood]

02:03 AM on 04/20/2012

BRAVO!

[Lisa1129]

05:00 PM on 04/21/2012

And that it`s not sweet enough.

[Lechiffre]

06:48 PM on 04/19/2012

all those excuses about lighting being difficult and what not is PURE BS. if this was the case Don Cheadle would have never gotten a role. I've watched quite a few movies he appeared in and he is always the only black person in on there and the darkest black person . He looks no more darker than the caucasian who share the frame with him are washed out. This is hogwash.

If you are a photographer and you can't handle various skin tones. Then you are just a lazy snapper looking for a cop out.

I can already see some of you being offered a job and you'll say . Sorry I don't know how to photograph darker people. This unprofessional. No wonder many photogs can't land a big gig.


And to the f.o.o.l who thinks she meant well with her comparison between a black car and a white car under the tropical heat . Like really ???? ha ha ha does your theory works for the white ipod and the black ipad too ?

[AfterSomeThought]

01:21 AM on 04/20/2012

Oh, I see - you've "watched quite a few movies" so you're an expert cinematographer. Riiiight...

No one is saying you "can't" shoot very dark and very pale complexions together - it is just more difficult, especially of you are also trying to light a car dealership in the background and a silver Acura.

When your *star* is dark complected, you'll go the extra mile. When your star is pale like Seinfeld, you will cast other actors that facilitate lighting that makes Jerry look good - not the bit part of the Acura salesman.

I'm in the business, and you *really* don't know what you are talking about.

[Myonie Payton]

06:17 PM on 04/20/2012

Well the cinematographer for Blood Diamond had no problem lighting the silver machetes with Djimon and DiCaprio's contrasting complexions?

If you're a good especially an expert cinematographer then complexion does not matter.

[realitycheck101a]

03:01 AM on 04/21/2012

So I guess that's why they specifically call for "mostly Caucasian" on casting calls when *race* isn't relevant to what they're casting for??? I've heard this with my own ears: "Looking for a few African Americans, a few Hispanics, MOSTLY CAUCASIAN." That's why most shows have a MAJORITY of *white* actors, with a FEW minorities sprinkled in. Hollywood is STILL too segregated...

[wilray]

06:32 PM on 04/19/2012

So I wonder what people would think of this Banana Republic ad.
It is obvious that BR was looking for a dark complexion person for this ad. They were trying to making a statement and it would not have worked as well, if they had used a light complexion model. So was BR being racist because they used a very, dark model?

http://makefetchhappen.blogspot.com/2008/11/yasmin-warsame-in-winter-banana.html

[dwyer222]

06:06 PM on 04/19/2012

Super dark skin, just like super white skin, is very difficult to film for video. This isn't a racist thing, however it certainly affects certain races. There is a very big difference!

[NightTrain96]

01:46 PM on 04/19/2012

Some people are just afraid of the "dark"........including blacks.

[Hoodooman]

01:44 PM on 04/19/2012

This is common practice within the entire casting system.

[Yurugu]

01:39 PM on 04/19/2012

Wheres the supprise? its the same reason that half of you Americans felt comfortable enough to vote in Obama. Black but not too dark, you know that good old universal appeal, serious but friendly with a smile, the kind of blackman thats not threatening, the kind that you can really get behind.
The kind of blackman that must do his very best to stay clear of discussing Americas number one issue, THE RACE ISSUE in fear that someone may label him a racist. LOL!
America please stop lying to yourselves, 500 yrs and counting.

[AfterSomeThought]

04:32 PM on 04/19/2012

Or, the kind of black man that you can easily light next to the very pale Mr. Seinfeld.

Learn something about the technical requirements of the film industry before you chalk it up to racism, please.

[Yurugu]

05:05 PM on 04/19/2012

OMG Ive made such a grave mistake!!! Ive wasted all this time studying the effects of racism and its ramifications when I should have been studying the effects of a lightbulb on different shades of brown skin.

[cave mann35]

06:31 PM on 04/19/2012

so when was the last time you heard of an actor being cast aside because he was too white? We see here, you can be too black to play in an Acura commercial, but tell me one friggin example of where an actor couldn't work because he was too white? I'll wait . . .

[GlennFromMason]

01:37 PM on 04/19/2012

I wonder how many commercials were made were to director was looking for a white woman who has a "flat butt, flat chest and no upper or bottom lip"? This argument is ridiculous. Black folks have the the right to be upset. What the hell does "not to dark" mean anyway? Is there a thing about looking "to white"?

[youngblood]

02:12 AM on 04/20/2012

This is 'casting' There are lots of hispanics not getting cast because it just does not work in the movie or commercial. What the hell is it that people don't get that it's casting and the Client who spends the money for the commercial or movie has a right by virtue of it's HIS or HER money and she should be able to say who they want cast in their movie or commercial. When you go to a restaurant and order a meal it's your money and you want your frikin hamburger and not fish. So give me what I ordered because it's MY MONEY! People with their moral outrage if it was their money for the commercial they would want exactly what they want.