Flipping through the glossy pages of your favorite magazine, you come across a full-page picture of a well-dressed, clean-shaven and good-looking African-American man photographed just before he is about to launch what seems to be a cartoon-looking decapitated head adorned with an afro and a full beard and mustache.
Interesting enough, right? But there’s more.
In big, bold white letters, the words “Re-Civilize Yourself” stretch across the page, just beneath a blurb, which reads “Look like you give a damn.”
What’s your initial reaction?
This very ad for Nivea for Men’s Face Body Shave has been making its rounds on the Internet and stirring up quite the controversy after someone (@SeptembreA) tweeted a photo of the racy ad.
After undergoing major scrutiny, particularly from the black community, Nivea posted several apologies on Facebook: “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.”
So, is it racist or not? This seems to be the latest great debate.
Upon first glance, both Sara Hulbert, a criminal justice sophomore, and Mogos Gabre, an exercise and wellness freshman, didn’t think the ad was that big of a deal.
“(The model) seemed like a regular guy. It took me a little while to see it like that (as racist),” said Gabre.
It is understandable how many come to the conclusion that this advertisement is offensive. One could interpret that Nivea is suggesting that having ethnic hair, portrays an uncivilized, sloppy appearance.
Exercise and wellness sophomore Ronald Thompson inferred the ad to be saying just that.
“The ad is disrespectful because I have an afro and a beard, so basically it’s saying I’m not civilized.”
Perhaps the real issue is with sensitivity. A point that many people argued is that if the ad featured a Caucasian man, the advertisement wouldn’t be an issue.
B.J. Williams, the ad’s model, commented on Nivea for Men USA’s apologetic Facebook post, saying he didn’t find the ad offensive.
“I myself am not offended because I understand what the ad is trying to say. I understand that Nivea for Men is a company that sells grooming products to men,” said Williams. “Had the man been white throwing a white mask would the media response be the same? Answer that honestly.”
To be fair, there is a similar ad of a white male in a suit, also cleanly-shaven, holding shaggy-faced beard with caveman hair. Instead, the page reads, “Sin City isn’t an excuse to look like hell.”
Would an internationally recognized brand purposefully tarnish its name and knowingly target a race with the effect being a dent in its checkbook?
Sure, Nivea was a little naïve with the eyebrow-raising ad, but at the same time, the company can’t control how people perceive things in their own minds. We all don’t think alike and we are entitled own opinions.
The ad was simply that, an ad. People are reading too far into it. It has nothing to do with race, and it’s sad that people can’t get past the fact that he’s black, especially considering there was once a time where people of color were not represented in the media at all.
And, let’s face it: Williams looks like he does indeed give a damn. He looks great, and that’s the only point Nivea set out to make.
Reach the columnist at alhaines@asu.edu. Controversy or Coincidence: Is Nivea Racist?
