re: #270 suchislife

it was made in the US. it’s shown everywhere in europe. again, I’m not stating this was done with a racist intention. I’m saying it knowingly or unknowingly echoes a racist caricature tradition.

I would personally argue that very few forms of media are free of echoes of prejudice. In this case you can certainly see it as a modern twist on the oversexed and therefore dangerous to the status quo black male. On the other hand only very rarely do you see people breaking off their nose while walking down the street.
In this case I can tell you however that the commercial was intended for the argentinian market, with an argentinian agency behind it. That means that the idea and script came from Argentina and not from the US even though it was filmed in LA as far as I can tell.

Advertiser: UNILEVER
Product/Service: AXE DARK TEMPTATION DEODORANT
Advertising Agency, City: VEGAOLMOSPONCE, Buenos Aires
Country: ARGENTINA
Advertising Agency, City: VEGAOLMOSPONCE, Buenos Aires
Country: ARGENTINA
Executive Creative Director: Hernn Ponce
Copywriter: Mario Crudele
Art Director: Martn Ponce
Agency Producer: Roberto Carsillo/Jose Silva
Account Supervisor: Nstor Ferreyro
Advertiser’s Supervisor: Pablo Gazzera/Toms Marcenaro/Hernn De Majo/Fernando Laratro
Production Company, City: MJZ, Los Angeles
Country: USA
Producer: Jeff Scruton
Director: Tom Kuntz
Editor: Final Cut
Music - Artist/Title: Allen Toussaint/”A Sweet Touch Of Love”
Sound Design/Arrangement: La Casa Post Sound
Post Production: The Mill LA
Other Credits: Client Services Director: Vanina Rudaeff / Brand Planning Director: Diego Luque