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Racist Ad

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“Nivea’s ‘Re-civilized’ Ad called Racist”

Racism has existed throughout human history and technology has advanced like no other, but how are we still able to advertise what is morally and ethically wrong to society? A great company like Nivea has succeeded just by producing its quality product to us, why would it go overboard on advertising such a campaign? Why would anyone advertise a racist campaign ad? Nivea creams ad for Nivea For Men seriously offended some in the black community, actually plenty to make such a big controversy. This Ad appeared in the September issue of Esquire. The ad shows a short-haired black man in a gray sweater tossing the head of a black man with an Afro and beard (presumably his earlier non-Nivea …show more content…

Nivea no longer welcomed in my household.” This ad made such a crucial controversy towards being racist towards African Americans that the German parent Beiersdorf, responded on its wall with an apology:
“Thank you for caring enough to give us your feedback about the recent 'Re-civilized ' NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company.” The team advertising group which was responsible for this particular ad was the Chicago Advertising agency DraftFCB. This particular team, as there is tons over every part of the country, had no diversity in the group. They were all of Caucasian race and in their mid early 30’s. To them, as to many others it didn’t reflect any racism, where it had to leave to such a big disappointment to the society. The reason for this is because there is also another similar ad to the racist one, but it shows a white model in the Ad. The one featuring a white model reads, “Sin city isn’t a excuse to look like hell.” To be fair, Nivea in this other ad asks white men to “look like you give a damn,” which features a guy in a suit holding the similarly severed head of another guy with shaggy hair and a full beard. But in contrast that ad has and says nothing about re-civilization. The message there seems to be that white men already

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