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Jamaicans train hard to impregnate blonds

No hidden messages here, nothing to fear. Just people who happened to fall in love over the sport of bobsledding. I think. The earlier spots from 2000-2001 shows the sledders practicing in 'earnest' if not comical and unconventional means. The almost ten year old commercial were also funny. The call back between the two is nice but the punch-line on the latest one may be controversial (at least around here). Or maybe not, is this spot worth the inevitable race debate that is kicking off in Italian on youtube? One gentleman went so far as to say;

come volevasi dimostrare nn sai di cosa parli e errori grammaticali nn ne hai trovati, daltronde stai parlando con una persona di livello culturale nettamente superiore al tuo,oltre a poter essere tua zia o la tua sorella maggiore. ti ripeto di lasciar perdere i discorsi troppo grandi per te e di tornare a giocare con i big jim,a meno che tu non preferisca le baribie visto il danno che madre natura ti ha fatto
I was all like whaaaa...?
It didn't seem to be done in any malice. Is it offensive to Jamaican women? Should I just leave it alone?


Original spot below.







cred:
Leo Burnett, Italy
Creative Directors: Paolo Dematteis, Riccardo Robiglio
ACD/AD: Marco Gucciardi
Copywriter: Julie Carpinelli
Account Director: Riccardo Vavala
Head of TV/Producer: Riccardo Biancorosso
Production Company: FilmMaster
Director: David Kellogg (of Anonymous Content)
DP: Janusz Kaminski
EP: Karim Bartoletti
//
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5 comments:

Jennifer said...

I don't know about this one. I don't know that it can be a debate about race again. I get it...trust me, I get it, but if these women are their wives/SOs and they're having kids, happy, in love...unless they stated at some point that their choice in partner was made to undermine and express their own view of Jamaican women as less valuable, then I think maybe leave it alone.
I wonder if there's some sort of healing to be found in letting some things alone...some things.

Craig said...

it really is just sort of a commercial. a little shiocking. but i have to ask myself why. at the end of the day it's just a commercial.

Sigers said...

Now I ain't ready to picket or nothing, but I'm still struggling with the point of having the blondes in the ad? Are they in the first ad and I missed them? What's wrong with training for fatherhood (with Jamaican women)?

I think I've turned my sensitivity meter reeeeal low, but REALLY?

Craig said...

Siggy, (can I call ya Siggy?) I'm asking why also? Is it the trophy syndrome? Do those women represent 'more' of a prize than the native women?

Craig said...

you know when i think about it I wonder if the italian agency ran into the same thing african american agencies run up against all the time;
That is, once this ongoing campaign remained popular and got further away from its (jamaican bobsled) origins, the client probably began to ask,

"What's 'italian' about it?"

As in what's relative about this campaign anymore