Nivea Campaign Highlights Ad Industry's Cultural Sensitivity Problem

The blogosphere has been abuzz over a recent ad campaign for Nivea skin care, and for good reason. The ad in question features a young, African-American man holding and throwing away his own head -- complete with angry face, Afro and beard -- accompanied by the tagline "Re-Civilize Yourself."

Anyone with even a modicum of racial sensitivity would be able to tell you that putting the word "uncivilized" next to an African-American man is an offensive image. Were the makers of this ad asleep in American History class when African slaves and their descendants were looked upon as the "uncivilized" property of their white slave masters? Were they blinded by the media's consistently one-sided portrayal of the young, African-American male as someone to be feared?

This is hardly the first time ad campaigns that have been patently offensive to African-Americans have made their way to print, television and the web. Consider that just a few weeks ago Summer's Eve issued an offensively stereotypical ad urging African-American women to use its products to attract more men in the club.

I've been in the advertising business for more than 30 years, and I've seen ads that completely disregard a minority point of view make their way into the mainstream more times than I can count. I'm consistently baffled by how these campaigns make their way through the approval process at agencies and marketing companies without someone raising the red flag.

It is easy to blame the creative team that wrote and handled art-direction of the piece, but the work starts long before that. Consider the rigorous approvals an ad must go through before it makes its way to print. The ad agency is briefed on what the marketer is trying to do within their target audience. The creatives then come up with an idea, which the client must approve. Then the ad is cast, shot and reviewed again before the final product is released.

There are a lot of steps, and the crux of the problem is that there aren't enough minority voices at the table for many of them. Why? Because many marketers don't demand it. The advertising industry still has not embraced racial and cultural diversity by hiring enough qualified African-Americans and other people of color. Historically, it has been difficult for minorities to break into advertising and succeed.

In this climate of tight budgets, companies are looking for ways to cut marketing costs, and under the umbrella of "post racial America," they see no need for specialized agencies that are experts in targeting the African-American consumer. So, when companies depend on ad agencies or marketing partners without the correct staffing, knowledge and sensitivity towards the African-American consumer, obvious missteps like those from Nivea and Summer's Eve will occur.

Minority consumers have always consumed products, so why wouldn't ads strive to represent them in a positive manner?

My advice to the Mad Men and Women on the Avenue? Remember: In this challenging and complex
multicultural consumer world in which we live, diversity is more important than ever before. Influencers, attitudes, beliefs and habits of African-American and all consumers are transforming too quickly for marketers to keep track. Having the right personnel on hand to maneuver the space is essential. Better yet -- hire an agency that specializes in multicultural marketing -- one that invests its time, money, resources, tools and brainpower to study a specific segment. Maybe then we will really start to move forward.

 

Comments

[Nikesha]

12:05 PM on 09/07/2011

However companies and their ad agency choose to promote their products depends on the feedback they get from focus groups and whether or not any controversy they may stir up is worth the money they’ll make or potentially lose from alienating one group or another. Right now it seems like Real and Black advertising is all the rage and honestly I don’t mind. Many Black people — myself included — have been dying for “positive” images of ourselves on television to show to the world we’re not all Basketball Wives, Single Ladies, or living in the House of Payne, so why trip if that positivity comes in the form of an 18, 33, or 55 second commercial.

It could be worse a lot worse.

http://changecomesslow.com/2011/07/27/rb-advertising/

[whitemerlot]

09:32 PM on 09/04/2011

The problem in a nutshell-- whites are still the majority population in the country and own most of the media and marketing apparatus. Even if a few black people make it into the discussion, there's no guarantee that those black people will have enough sway over the rest of the group or that they might want to go against the grain. What about the black people (actors. models) who were featured in those ads? Why didn't they refuse? At the end of the day, nobody thinks about the grand social message, they just want to get paid. All this talk of well-meaning, positive portrayals OK'd by black folks wont happen even if there are more black decision makers. Minority populations always suffer these type of indignities.

[Barb Bissonnette]

05:58 PM on 09/01/2011

There's a Olay commercial with a woman smearing on face cream in war paint Aboriginal style. Same problem with advertising agencies just not getting it.

[dennyblair]

11:38 AM on 09/01/2011

Nothing would surprise me about Nivea. I've just learned today that they have not only announced a boycott of Israel, from now on they will refer only to the Palestinean Territories.

[THATSWHATUGET]

08:59 PM on 09/03/2011

I fail to see the comparison...

[lastcallmd]

09:56 PM on 08/31/2011

Of course, you could take a look at the tapes of all of the "flash mob" attacks in Philly, maryland, DC and elsewhere (no doubt total coincidence that they are all black), yeah, the media just didn't show the white mobs right? ROFL. Uncivilized? No, no, just kids having fun right??? Bro, you all have EARNED that uncivilized label. Don't blame the advertisers, they're just doing what the rappers advertise--just keeping it rea....

[THATSWHATUGET]

08:59 PM on 09/03/2011

This has the potential to be a worthy dialog; would you mind providing a working definition of civilized as a point of reference?

[Tara Thomas]

10:24 PM on 09/03/2011

You want to talk about uncivilised mobs, try tagging along to a football match with some English yobs (who by the way aren't black) .....

[cynt77]

11:40 PM on 08/30/2011

Why should advertisers consider Black Americans' feelings about anything? No one else does. We have used and abused since the beginning of time. If we need the product, we tend to buy the product. Fill their pockets and empty ours. I've never caught the ads of which you speak, nor do I use those products. Had I, they would lose this customer. Alas, I'm only one person.

[scford5375]

10:25 PM on 08/29/2011

Thank you for bringing this ad to the forefront. Your comments about the lack of African Americans in positions of influence in the marketing world are very evident in this ad It is very offensive, and the idea that all of the decision makers could not (or chose not) to understand how it would be viewed by blacks is indefensible. I guess marketing can work both ways. I certainly will not spend any of my money on Nivea products.

[Joseph Schmoe]

09:56 PM on 08/30/2011

But you'll continue to buy hip hop? FUBU? watch Tyler Perry's "coonery buffonery"?
Please.

[THATSWHATUGET]

08:57 PM on 09/03/2011

You obviously don't work in advertising nor are "in touch" with the purchasing affinity of African Americans.

The largest demographic and consumer of hip-hop music is whites, Tyler Perry's media is consumed by a growing white audience, and FUBU is hardly a trendy brand these days.

I *think* I know what you are implying, but don't have the interest in dissecting your post. BTW, what *are* you implying?

[Genius]

02:33 AM on 08/31/2011

Thank you Lewis,
Now please tell us who the companies are that produced these advertisements. We already know the companies that approved them and we can choose to not buy their products. They are beyond despicable for not realizing that alone.
I am astounded by how many people don't even recognize what they are doing and saying. I was amazed to hear co-workers talk about the riveting volley ball game in the 84 Olympics and rather that learn Flo's name she was just referred to that tall black lady. I couldn't believe it then, and it just seems to have gotten worse.
Flora ("Flo") Jean Hyman (July 31, 1954 in Inglewood, California – January 24, 1986 in Japan) was an American volleyball player and Olympic silver medalist. She died during a volleyball match in Japan, as a result of Marfan syndrome.
At the 1984 Olympics, Hyman, by now both the tallest and oldest member of the team, led the USA to the silver medal, beaten by China in the final. The United States had defeated them earlier in the tournament.
FYI, I am a white woman. Hate the fact that I have to throw that in as a qualifier. Lest my statement be taken as just a rant from a disgruntled minority.