Contrary to what some may think, black people DON'T talk about class and race all the time.In fact, this black person would rather not talk about class issues or race at all. It's just that negative, racially tinged crap keeps jumping off and as an observer of American culture, I am compelled to call it out.
(Sighs.) Subway, yes the sandwich chain, brings us the newest misfire in big company viral marketing efforts by basing its latest sandwich promotion on derogatory stereotypes of urban street culture.
I was perplexed, but not offended, by the image on Subway's Web page of Abraham Lincoln sporting aviator sunglasses, dollar-sign bling and a giant diamond earring. Most astonishing is Lincoln's headband with the words "Home of da $5 footlong" emblazoned upon it. ...
Then Abe says "Five dollar foot longs everyday. Now that's something to holla about." That part sure is annoying, but not really offensive to me.
But then, Subway introduces a voice message example. Here is where the most trouble starts. You see the message reads like this:
"Sup boo! I'm 'bout to destroy a $5 footlong @ Subway. Meet me there directly and bring ur A game."
You are instructed to "pick yo text" and to "chooz ur crew."
Or to send an email you are instructed "yo you gotta pick your greetz, son."
I did chuckle at the image of Ol' Honest Abe all "tricked out." But, that is part of the problem. In my opinion the text is so bad and insulting because some in a very narrow demographic may not get that the joke is on him or her.
Think of the highly paid, extremely well-educated advertising executives who created this ad campaign. I have no idea of their race, and it does not matter. What I know is that these executives enjoy class privileges that those being made fun of in this ad have no access to.
That dynamic makes this ad insulting and not okay in my book.
ATTENTION/Update: hat tip to Black Web 2.0. I apologize for my oversight in not linking back, but I saw the headline on the link that was sent to me and went right to the Subway site. As you can see from dozens of my previous posts, I make link backs constantly. After checking I see that the link that was sent to me was indeed from Web 2.0. Way to go for seeing this first. CD
Comments: (1827)
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By: Angela Benton on 10/14/2008 5:29PM
Nice post (although eerily familiar). We had mixed reviews about it when we cover it:
http://www.blackweb20.com/2008/10/09/subway-the-5-racists/
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By: Clarence Wooten on 10/14/2008 5:33PM
I read basically this same post on BlackWeb 2.0 WTF? I don't see where you gave them credit anywhere... not cool.
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By: Jose on 10/14/2008 5:38PM
I hadn't thought about that. Check: I did, but frankly, I'm just not that surprised anymore. After "bling" got into the dictionary, there isn't a thing I'm surprised by as far as the appropriation of the hip-hop culture. Anyways, good post. Made me think.
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By: cris33 on 10/14/2008 5:44PM
I think it is tacky at best. Not necessarily racist. I mean look around it's urban city living. Tacky, Tacky, Tacky. Is this suppose to make inner city kids go out and get a Subway sandwich....NOT!!!!
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By: rene on 10/14/2008 8:43PM
I think it is slightly stupid, and done in poor taste.
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By: sissymae on 10/14/2008 10:00PM
my grandmother said,"keep your enemies close to you, then you will know and you can figure-out what they are thinking". that's what she always said.So, don't panic, add this to your University of Learning.
Remember, a straight line is the shortest distance btw two point. It is looking you right in the face and now you really know the truth. We, Blacks are really not well liked by some, not all, people.
PEACE, LOVE AND GOD BLESS.
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By: ShayM on 10/14/2008 10:05PM
it is very tacky not funny not smart but tacky
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By: Neisha on 10/14/2008 10:34PM
I've never seen this ad before. But it does seem to refere to us people of color quite a bit. and i am a tad offended. =]]
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By: QSTYK9 on 10/16/2008 11:15AM
What makes it offensive to me is that they wouldn't even give a brother a huss and let him speaky tha MF in the ad. I mean can't a brother git a break.... If your targeting the black community with your ads, you could give a brother (not a sister) a job, there are a lot of us who WANT to work... take care of our families and allow our women to stay home just like you etc...
Some people think they are clever, but when it comes to marketing in this country, nothing's out of bounds.... Blacks make a lot of money for Whites dancin', singin' and makin' jokes....
They didn't originate "Wazzzz up!!" or "gimme a hi five" or "you go girl".... butt they've made bunches of $$$$ on some of our origial foul ups of the English language, but hey, they did originate patting athletes on the butt.... Go figure.
They would do black face if they could get away with it (today), blacks sell, probably because blacks buy these products mostly cuz the price is right...
I wonder why you can't mimic the Jews in this country without being branded anti-semetic...
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By: Bald Black Man from Rio Rancho,NM on 10/14/2008 11:01PM
I'M SORRY!! I DON'T WANT TO PISS OFF ANYBODY, BUT THE AD ID KINDA FUNNY, THE FACT IS WE DO TALK IGNORANT AND STUPID AT TIMES BUT EVERYTHING WE DO THE OTHER MAN WILL COPY, SO I TAKE IT AS A COMPLEMENT, EVERYONE WANTS TO BE JUST LIKE BLACK FOLKS, BUT JUST NOT BLACK!! SO THIS IS WHERE THE HATE COMES FROM IF YOU EVER WONDERED, IT WILL NEVER STOP, UNTIL BLACKS EMBRACE ONE ANOTHER AND ERASE THE HATE THAT WE SADLY SHARE, IT'S A MATTER OF RESPECT AND WE DON'T GET ANY BECAUSE WE DON'T GIVE ANY, THE OTHER MAN WATCHES US AND EVERY MOVE WE MAKE, SO IF YOU GOT SOMEONE YOU KNOW WHO ACTS BADLY THEN THERE IS OUR PROBLEM!! PEACE TO ALL, SOMETHING TO THINK ON.
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