So let's jump right in with two examples of advertising that creeped me out and pissed me off (for very similar reasons) without them showing or saying a single negative thing.
We'll start off with a Brawny Towel ad with an animated lumberjack singing "Lean On Me"
Opening shot in the most creepy supermarket ever, where they have only two brands of paper towels all in single packs: colorful Brawny (red, yellow, black and white) and a brand apparently called “Paper Towels” in monotone blue and lighter shades of blue. Not only do they have merely two brands of paper towels, but the White woman in business casual, with a full shopping cart of food loaded willy-nilly (vegetables and fruits on the bottom getting *crushed*) is apparently standing in an aisle whose sole purpose is to show off these two brands of paper towels on every single shelf for as far as the eye can see. The red and blue dichotomy of the paper towels cuts down the middle of the screen, where she is standing making a decision between brands.
White woman goes to get Paper Towel brand paper towels.
[Cue modified “Lean on Me” with lone male voice: “Lean on me, when you need something strong”]
She looks delightedly up and over towards the Brawny towels, apparently she has heard the cued music as well.
Cut to close up shot of Brawny cartoon/icon (White man in red plaid, looking somewhat “lumberjack-ish”) on the front of a paper towel package singing. Yes, creepy little icon man is the one singing “Lean on Me”
Cut to wider shot, showing 6 or so identical animations singing: “and I’ll be your friend” as they gesture in unison.
Cut to still wider shot, now showing 3 shelves full of identical gesturing/singing animations on the fronts of paper towel packages all singing and gesturing in unison. White woman watches them, somehow not in abject terror. As she scans all of the animations we see the back of her head. [Chorus continues with: “I’ll help you carry on”]
Cut to woman of indeterminate race/ethnicity (dark curly hair, skin that isn’t pasty white) in kitchen. She has just started walking away from blender full of pink liquid. Blender is on and liquid gushes up, forcing top of blender off and spilling pink everywhere. Woman looks back and belatedly attempts to get to blender before it spills.
[“so call on me brother when you need a hand”]
Cut to hand of woman with paper towel wiping up pink liquid.
Cut to Black woman (mom?) and Black boy (son?) in kitchen. They are at sink and son has paper towel in hand as he cleans caked-on egg off of nonstick pan. Mother is standing behind him holding onto pan as well, smiling down at pan/him as he cleans.
[“we all need somebody”]
Cut to hand holding paper towel going in circles continuing to get remaining egg off.
Cut to White man (father?) and White girl (daughter?) near some stairs. He has a paintbrush in hand and the wall is taped with painter’s tape. Daughter is wiping his face with a paper towel for no discernible reason.
[“to lean on”]
Cut back to front of single paper towel where lumberjack-ish White animation now speaks (music without words continues in background): “Brawny now comes with a money back guarantee.”
Cut to White woman (mother?) and White girl (daughter?) at kitchen sink. Voice over continues: “When you want a paper towel that can do it all,”
Girl is holding paper towel outstretched over sink. Mother has colander of grapes which tips onto paper towel, without towel tearing. Text at bottom says: “Approximately 10 oz seedless grapes, moistened.” Mother and daughter smile as grapes are caught.
Cut back to lumberjack-ish icon pointing at himself, he continues: “Lean on me”
Cut back to shelves full of animations as they finish singing/song: “something strong”.
Cut back to White woman in store picking out a roll of Brawny and placing it in grocery cart in a satisfied manner, she then walks off screen.
Cut to picture of single Brawny roll on tile with information about the money back guarantee in text on screen. Creepy animation says: “Brawny never lets you down”
Next we have a Macy's ad for jewelry, with the song "Seasons of Love" being sung in the background.
Opening screen: Black with white star
Music starts, singing throughout:
“five hundred twenty-five thousand, six hundred minutes,”
Cut to picture of tiny baby hand holding adult thumb in that cute way babies hold thumbs.
Cut to (presumably) same baby and father (both Black or Latin@), as baby cuddles onto father’s chest and father holds zir close.
Cut to White older heterosexual couple (white hair) at presumably anniversary party (white balloons) while White child arms hand them a white box. White man has arm around White woman’s shoulder as she accepts box.
Cut to same couple in black and white footage from slightly different angle as they hug and kiss each other on the cheek. White woman has prominently displayed matching earrings and necklace and is holding gift box.
“How do you measure, measure a year?”
Cut to color footage of White rugby playing man in rain coming up to woman. They embrace in a romantic manner. They are smiling.
Cut to close up of her chest where a heart shaped pendant is hanging on a chain.
Cut to White girl in pink walking carrying tray filled with a fork and knife, plate full of food, orange juice, a card saying “Mom” (with a heart and two stick figures drawn in crayon) and a box in a gift bag. Girl looks up at camera smiling.
Cut to same girl and White mother lying in bed together. Mother is holding a star shaped pendant on a chain, and daughter is playing with it. They are looking at each other and the necklace.
“In daylight, in sunsets?”
Cut to first obviously interracial couple. We see two held hands, one Black, one White. Both arms have some type of bracelet on them.
Cut to same couple as they run on the beach towards the surf. It is a heterosexual couple. The sun is low in the sky. White woman is in two piece bikini, Black man is in swimming trunks.
Cut to same couple as he holds her and she leans back, seemingly joyfully. They are still on beach with setting sun.
“in midnights in cups of coffee?”
Cut to black and white footage of mixed race group of women in fancy clothes. White woman in middle has cup of champagne in hand. There is a chandelier in background. All of the women are dancing.
Cut to color footage of Black dancer (from previous shot) up close, as she dances/shakes her head. We see matching earrings and necklace.
Cut to White woman with prominent ring and necklace drinking a cup of coffee.
“In inches, in miles?”
Cut to black and white footage of Black male barber cutting White boys head. Barber has prominently displayed watch.
Cut to color footage of Black woman jogging while pushing Black child in stroller. She has something shiny on her wrist.
“in laughter, in strife?”
Cut to White couple in wedding regalia. Man is wearing tux and bow tie, woman is wearing white wedding gown. They are smiling, she has a bouquet of flowers. Prominently displayed jewelry (shocking, I know).
“How do you measure a year in the life?”
Cut to black screen with information about Macy’s jewelry. Female voice over says: “Fine jewelry for over a hundred and fifty years. For every celebration. ”
Cut back to White couple getting married. Man holds woman in arms while woman shows off wedding ring.
Cut to black screen as voice over continues: “That’s the magic of Macy’s.”
So, what creeps me out and pisses me off about these two ads? It has something to do with the idea of taking songs from oppressed groups and putting them into your advertising, and in the process making invisible their origins.
"Lean on Me" was written in 1972. It is a song written by a Black man, in the Soul genre, at a time just following the organized Civil Rights movement. It's a song about community and the strength and power that can be found when people rally together.
The voice in the advertisement sounds stereotypically "Black" and is singing in the genre that the song comes from. Yet they have a White lumberjack as the animated icon portrayed as singing it. They took a song that could reasonably be seen as a song about the strength of social movements, and erased the Black origin of it, and put it into a fucking Paper Towel ad. I suppose I'm meant to be grateful that they included a Black family in the footage? That pisses me off and creeps me out. And of course, they screwed around with the lyrics in the process so that they could do this.
"Seasons of Love" was written for the musical Rent. It's a musical about AIDS. It has numerous gay characters. Seriously, out of a main cast of 7-8 people, 4 of them are in same-gender relationships.
In the advertisement, is there a single gay couple depicted? Nope. There are numerous romantic couples depicted, and not a single gay one amongst them. The ad writers took a song that is couched in the AIDS epidemic (at the time it was written, primarily associated with gay men), and somehow manage to take away all reference to gayness in the advertisement.
Neither of the ads was explicitly racist or homophobic. But by their decision to make things more "universally appealing," they took songs from particular oppressed groups and put them in the mouths of their oppressors. They took something away from the Black community and the Gay community and gave it to Whites and Straights. If we(gays)/they(Black people) aren't good enough to be the icons of your feel good advertising, then you get no fucking right to our creative endeavors.
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