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Ah, yes — colorism is alive and well and is boldly on display as luxury carmaker Acura “apologizes” for a clusterf*ck of a casting sheet for a Super Bowl ad featuring Jerry Seinfeld that looked for an actor to play an
“African American Car Dealer” whose role details indicate he will be “Nice looking, friendly. Not too dark. Will work with a MAJOR COMEDIAN.”
And the excuse floated for this? Please protect thy keyboards:
The document was linked by an actor who “didn’t fit the profile, and who’s pissed.” Someone associated with the casting agency said the restriction was “because lighting and special effects would get tricky.”
What? You mean it’s 2012 and they don’t know how to light a set for someone darker than J-Lo? Jesus. So naturally, the sh*t hit the fan and the automaker gave one of those ridiculous non-apologies.
In their apology Acura states they’re sorry for offending anyone with their “language” but not their attitude, and insist they merely sought an African-American for a prominent role and chose who they chose because he was the most talented
Acura Statement RE: Casting Call
We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials.
We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor.
The casting sheet was only now brought to our attention. We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand.
And the winning commentary on this hot mess goes to Ghetto SpiegelStar, who gave a Mr. Subliminal spin to the apology:
And now a public apology from Acura as read by Mr. Subliminal
Good morning(not really).
We apologize to anyone (NAACP) offended by the language on the casting sheet used in the selection of actors for one of our commercials(we’re lying).
We sought to cast (profile) an African-American in a prominent role (3 seconds screen time) in the commercial, and we made our selection based on the fact that he was the most talented (non threatening black guy) actor.
The casting sheet was only now brought to our attention (had it since the start). We are taking appropriate measures (no we’re not) to ensure that such language is not used again (don’t sue us Al Sharpton) in association with any work performed on behalf of our brand (we’ll get a white guy next time).
Thank you (get AIDS)
And good night (and die.)
2 Comments
For all those people who thought School Daze was a work of fiction, I give you Acura.
Now I think I know why Michael Jordan hasn’t done any ads lately — he’s apparently too ‘dark’.
If the lighting was a problem, couldn’t they just use make up? Don’t they have people who do that for a living, and make entire careers of it? Gee, I can’t imagine why people don’t believe them.