by
Black Girl With Long Hair
Haircare and beauty company Nivea is under fire for this face and body shaving product ad, showing a black man tossing his former face with fro and facial hair beside the caption “Look Like You Give a Damn” and “Re-civilize Yourself.”
This ad is an epic fail, not only for its message. But it’s… awkwardness. A dude throwing his face? Really?? But I’ll stop here… cuz I know the comment box will be ablaze in 5… 4… 3… 2…
129 Responses
I cannot belive this!!! At first, I thought this was a joke! One word: FAILED!
Nivea issued an apology!
https://www.fashionist.ca/2011/08/nivea-apologizes-for-questionable-ad.html
Please study a little about your own history, I’m brazilian and I know american history better then you!
The Black Power movement was a popular manifest around 60′ and 70′, that defeat racial proud and the criation of a Culture Institute and Politic Institute for black peoples rights. This is not agressive???
Reanalize your values and principles and read a little before say something…
I’m horrified at this ad and even more so at the commenters who agree with it! How are you going to celebrate a big fro on a woman (on this site and sites like it) but ‘damn’ a man for it?
It’s all colors and races. Good grief. Take a look: https://www.youtube.com/watch?v=b-AhRVjbEfQ
I guess they’ve never seen the dance duo Les Twins, who are gorgeous and sport their natural hair (afro and twists).
There are hundreds of videos of them on YouTube. Here is a link to one of their fan websites https://www.lestwinsonline.com/ where there are lots of photos, if you are interested in seeing them and their hair.
Well the ad has now been pulled here’s the site with the detailed info..
https://news.yahoo.com/blogs/lookout/nivea-pulls-offensive-ad-185220424.html
It was a black man who came up with this ad according to Clutch Magazine. Damn, damn, damn.
Black folks are often more brainwashed than whites…Damn, damn, damn is right..SMH and RMFE!
OMG!!! I am sooooo sick of complaining. Black people loveeeee to find something to itch about. Like really, if it was another ad, with a WHITE man looking like David Beckham, holding a head looking like 90s grunge/college scruff with long hair and etc…NO ONE would say anything. Look at the head the man’s holding. Hell, I would take the “Re-civilized” man too! If anything, it’s funny. There are so many more things to be bothered with. God, get over it. I’ve been hearing about this all week but this is the first time I’ve actually seen the source of the problem…and I see none. Not to knock other people’s opinions, but really…if two dudes, one looking like the head and one looking like the model walked up, who would YOU pick? And who would be looked at as more presentable. Be real with yourselves and society.
I hear you but black people have a history of being seen as unacceptable or uncivilized just because they wear their hair naturally or grow out their beard. Black people are constantly told that their natural hair is inferior to having straight hair, or a shaven face. It is seen as dirty, lazy, and yes, uncivilized.
Glad you didn’t have to experience being told that what grows out of your hair naturally is uncivilized but I have, no amount of patting flattens my fro, and I have had to walk out of the house with an ‘unruly’ fro so as much as I’d like to move on, the media (e.g. this ad) and people with such mindsets won’t let me.
PERMALINK,
I think white men with facial hair and curly hair is sexy. But I would as I am a black woman with locs. Picture this: You are applying for a position that you KNOW you are well qualified for. You research the company and feel you would be a perfect match. You gain an interview and on the day of said interview you walk inside the building to find everyone Black….professional, well educated, wearing their various natural hair styles, but everyone is Black. You interview well but later recieve a thanks but no thanks letter. Why didn’t you get the job? It wasn’t your education. It wasn’t your references. Then what was it? ……You weren’t the best fit for “our” company structure. Translation…. your hair was too straight. THIS is why MY PEOPLE will NEVER get “over it.” ….How about YOU get over us being proud to not put chemicals on our hair!? Thank you.
I don’t have chemicals in my hair and i am very proud of that fact thank you, so before you make a assumption on me and how I feel on that ask about it – Thank you. Anyways, your people are MY people so chill out. The whole company scenario…is sad but once again, true in some cases. So it’s just how things are, people have the right to hire who they feel is best fit in their work environment – affirmative action set aside. This is about men. I always hear about the black man’s plight so if that is true, go interview where u think you will fit in or start your own business where you can look how you want. But a lot companies have dress and hair guidelines. Even men in corporate who have locs or twists still keep themselves lined up and neat. That’s what it comes down to. Don’t be delusional to this fact is all I ask.
I’m gonna pray for you, CandyceNoelle. SMH.
Leave it up to your type and folks would still be shuck-N-jivin and wearing black face. Right now you’re probably thinking…”what’s wrong with black face? It’s just make up”? Try not to be so simple…(Again, SMH)
I actually agree with CandyceNoelle. People are getting mad about this ad saying that a mad with an Afro and facial hair is unprofessional… I attend an HBCU and am in the business program. The FIRST DAY you get there, the professional (who are black, in case anyone asks) tells the males in the auditorium that a lot of facial hair and Afros or non-clean cut hair is not professional. It is ok for an esteemed black institution to tell black people that… but when an ad says the same thing, people are upset. I can believe that the person who made the ad was black because he was taught that by HIS community and he thought it was ok… I’m not saying its necessarily right to have this mentality… but don’t get mad a the company for saying the same things we tell each other…
Oh yea and i’m 100% natural… since that seems to come to question if you don’t have a problem with the ad…
Thank you for understanding Kapri. That’s all I was saying is that every look is not for everyplace…it has nothing to do with race. The bushy face Russell Crowe and Brad Pitt would even be told to clean it up in a particular corporate setting.
Although it is a month late, please don’t assume to know my type…you don’t know me, my education, experiences or passion when it comes to the mental uplift and independence of my community, generation and peers. I have struggled with seeing wrongs done to the young people these days that no one recognizes, they turn a blind eye to it if anything and act like everything is ok and in the past. I don’t need your prayers either…please keep them to yourself. The black face reference was way over the top, once again being extra and dramatic. One has nothing to do with the other.
Although it is a month late, please don’t assume to know my type…you don’t know me, my education, experiences or passion when it comes to the mental uplift and independence of my community, generation and peers. I have struggled with seeing wrongs done to the young people these days that no one recognizes, they turn a blind eye to it if anything and act like everything is ok and in the past. I don’t need your prayers either…please keep them to yourself. The black face reference was way over the top, once again being extra and dramatic. One has nothing to do with the other.
This arcilte went ahead and made my day.
sooo, Nivea…is he uncivilized for having a scruffy face or for throwing a human head across the football field? FAIL.
upon seeing the ad for white men, this has little do with hidden racism, and just a poor metaphor by an over-zealous ad campaign.
For everyone who is offended (me!) I’m suggesting contact Nivea. When everyone was in a uproar about the “Ghetto fab” curly wig voicing your discontent got results……
I gotta say that a company like Nivea always has a strategy. Their logo and that “hated” ad is on every single black/natural site I belong to. I haven’t seen their ad in our online hood before but try to find a black person who doesn’t know about Nivea right about now…
I don’t think it is a “race” issue as much as it is a gender issue. Longer hair on men is typically frowned upon, no matter the skin color of the man. This ad simply implies that long hair and a beard is unacceptable on men. I agree that unkempt long hair and a beard is certainly unappealing on any man. However, the approach in this ad is distasteful. Perhaps they could have shown a man with actually unkempt hair, then shown the same man with groomed hair as a comparison. The groomed hair could have been a shorter afro.
Ah hell to the nah. BOYCOTTING. I don’t tolerate this ish.
When models do these adds, don’t they realize what they’re putting their face on? Geez, I wouldn’t participate in that even if they paid me a lot. It’s embarrassing.
I feel like advertising is always topping itself to put black people to shame…SUBLIMINALLY!
look at this..another ad for white men.
[img]https://bglhonline.com/wp-content/uploads/2011/08/Nivea-Sin-City.jpg[/img]
Hmmm, so that’s a caveman head/mask? So basically they’re equating modern day people of African descent with cavemen…
I see you, Nivea. I see you.
How in any way is that ad equating modern day people of African descent with cavemen? Where could you have possible gotten that from this picture?
“Re-civilized” coupled with the shunning of men with natural hair and/or beards reminds me of them equating them with caveman who are uncivilized hairy people. That’s from where I got that feeling. Look at the heads they’re holding.
In both ads, the men were holding what was supposed to be scruffy versions of themselves.
I agree with people who believe that “re-civilized” was a lousy word choice. But if you took time to look at the ad copy featuring the Caucasian model, you would notice that he wasn’t meant to be carrying the head of a person of African descent.
Nivea’s only objective was to perpetuate the notion that “scruffy”=”unkempt”–regardless of the man’s color.
I don’t have a problem with the head. I have a problem with using the term recivilize with black men. I don’t have a problem with saying be clean shaven but I would like to note that the black man still doesn’t look like he’s going to a job interview the other man does.
This is one of those times I’m gonna play ostrich and stick my head in the sand. I’m so sick of this, it makes me too sad…..
:-O Oh wow. This is so tasteless. Who approved this ad within the company. Smh.
The “recivilise yourself” tagline was probably not the best, they should have at least guessed some people would find it offensive. But I wonder whether the company was somehow trying to capitalise on the “Horsemanning”
craze. Taking a picture where it looks like you’ve been beheaded. Except that they chose to show the shaved versus the unshaved versions at the same time. No doubt the image is arresting. They were going for shock value.
Horsemannig/Horsemaning: https://www.horsemanning.com/
[img]https://bglhonline.com/wp-content/uploads/2011/08/Horsemanning-1.jpg[/img]
What in THE hail!
How do so many of you not see the subliminal messages this ad is sending? Messages such as this one, which have been perpetuated since we arrived in this country, are part of the reason that so many black women are “afraid” to go natural!!! It’s almost the reason why blogs such as this one exist!!! Think about it…
Liking us to animals, barbarians, or unkempt is nothing new, but its 2011 and its time we start to understand how damaging these depictions can be. We must demand more positive imagery.
There are so many ways that this ad could have portrayed an “uncivilized” person…for some reason the similarity to a native-looking dark person with kinky hair does not seem to be the best way. It’s saddening that so many of “us” have accepted these images and the negative messages they send. If you don’t get what’s wrong here….
WAKE UP!
Amen to that
Anyone who thinks this advert is not racist check out the white version of the same ad
[img]https://bglhonline.com/wp-content/uploads/2011/08/o-nivea-for-men-look-like-you-give-a-damn-300×191.jpg[/img]
[img]https://bglhonline.com/wp-content/uploads/2011/08/nivea-for-men-esquire-300×294.jpg[/img]
no mention of the need to ‘recivilise’ and no throwing of decapitated heads of someone with scruffy hair . . . *extreme side eye*
LOL. I’m sure if it was the Geico caveman, nobody would have said anything, lol.
Everybody would have been nodding in approval then…
Oddly enough my male friends don’t have a problem with the advertisement.
I agree…many can say the Geico caveman is insulting..but there’s no uproar there…I think we need to find better things to do, than read into ads. Have we discussed Mcdonald’s commercials on here yet, or even Starkely’s comments on “whites acting black” or being exposed to Jamaicans.
Hey ElectricFeel,
I wasn’t going to comment again but you make two compelling points. True indeed had the image been the Geico caveman, a hirsute Brad Pitt, a surfer or even a dude with super curly blonde hair this would be a different convo.
Secondly, I don’t feel that the ad implies that ALL afros and beards are uncivilized. It’s a silly, quirky ad vis-a-vis Axe body spray, Geico etc: It’s relatively innocuous . ElectricFeel… I’m not sure what gender you are but I agree that it’s a matter of perspective and perception. Your Male friends don’t take issue with it, perhaps there are Female readers that are being a little myopic in their POV.
If we go out of our way to be offended we will be.
@Nyla I have to agree at your last point.
Maybe I’ll get the infamous “side eye” or sneer for this but I’m not offended at all. Maybe naturals are *ahem* more sensitive/aware now… *shrugs*
*Food for thougth*
Hmm… I wonder if there wasn’t such a prominent natural movement would there really be such fuss over this ad? I wonder if women with relaxed hair would have the same sentiments….hmmm
I dont think naturals are more sensitive – many are more aware of the negative images that are projected and which reflect us because we battle with them everyday! Society tells us that kinky hair (and more often, dark skin) is less beautiful, makes you less intelligent, and in this case – less civilized.
Once you’re gone through the process of rejecting those messages, your antenna goes up when confronted with yet another battle (many with relaxed hair may not have gone through this process yet). The natural hair movement is simply an effort to reclaim our beauty – denouncing this ad is just another step in what will be a long term effort!
Well I’m relaxed and I find it offensive…and just like some of the naturals here, I’m very socially aware…contrary to popular belief, many relaxed heads are just as socially aware as some naturals. Some of the comments on this blog (not necessarily your’s) kill me because some folks on here act as though relaxed women don’t read this blog. Some of us used to be natural, are thinking about going natural, have kids, family and friends that are natural or just have a love for all black hair (whether natural or relaxed). As for this ad, let’s pretend the severed head didn’t have a fro. The ad is STILL offensive because it features a black man being told to “re-civilize”. Now anyone with any knowledge of history knows that it is a stereotype to refer to blacks or ethnic groups as uncivil…and the need for these groups to be “civilized” is the very thing that has led to massacres, enslavement, etc. It is a very deep stereotype that I’m sure Nivea’s ad team is aware of. They just chose to disregard it.
Clearly this is a company with racist biases that further extend to their hiring practices based on how you naturally look. Our wooly hair is natural and god given. This just shows how pathetic their corporate ethics are and how they perceive black men as animals for being natural. Their agenda is to make black men look how they want them to look in-order to accepted in Nivea’s world of acceptance.
There is no diversity amongst the members of management or marketing that would have warned them of the back lash. I will never ever buy Nivea products again and suggest you all do the same.
I actually don’t find this ad racist at all…I don’t see anywhere on the add that it states get rid of your afro…it’s the same idea when they discuss the mountain man, crazy facial hair and uncombed unkempt hair…I don’t think any of us would walk outside looking like that head in his hand…what may be acceptable for us (women) as in wearing our fro out isn’t acceptable for men. If he tried to talk to you looking like that I doubt you would give him the time of day. While I do think racism is alive and very present, I don’t think nivea was trying to throw shots subliminally. Rihanna is now the face of the brand, giving her that role and even this ad indicates they are trying to tap into the black community.
So all they have to do is get a lil blk representation and we blindly allow them to disrespect us. Thats how rap and hip hop got to the point it has. As long as they are blk they can inport filth into our community without much of a stir. Smh
Ridiculous…So, my natural hair is me not giving a damn…Good to know…I dont buy their products anyway and now I will discourage everyone I know…Maybe they will print an ad of drugged out Lindsay Lohan tossing herself next time…Oh wait, she is white so they wont…
I responded to this ad on my own blog: https://imsuchanafroholic.blogspot.com/2011/08/let-me-show-you-just-how-many-damns-i.html
I’m so angry right now seeing that ad. Its outrageous in so many ways. Thank God I don’t use Nivea products, and I won’t be anytime soon.
Personally I love a beard on a man. I think it’s so sexy. When my hubby and I first dated he had the most awesome facial hair. He can’t have it anymore because of his job but I miss it. Plus I know it’s a pain the butt to have to shave so much. I’m a hairy woman and hair removal stresses me out. lol.
But it seems that quite a few woman preferred the buzz cut and no facial hair look on men so maybe it’s not the advertiser’s fault. It could be racial insensitivity but it can also just be a reflection of women’s own ideas of what an attractive man should look like.
Black women seem to always speak out about issues like this, what are black men are saying about this?
Why is he on a football field? Is he about to spike his “uncivilized” head for the field goal?
Lord. if it isn’t one thing it’s another. I swear this is a lash back to the natural hair movement @_@
If this is considered uncivilized, consider me a savage…ijs
[img]https://bglhonline.com/wp-content/uploads/2011/08/maxwell.jpg[/img]
[img]https://bglhonline.com/wp-content/uploads/2011/08/jason.jpg[/img]
[img]https://bglhonline.com/wp-content/uploads/2011/08/lenny.jpg[/img]
+ 1!!!!!!!!!!!!!!!
🙂
haha +1 🙂
Yummy! I would take that over Nivea and I love that freaking lotion.
I’m right there with you, hello!
AGREED!!!!!!!!!
*Drooling* YES!!!!! Hell I kill a sabertooth tiger for one of them myself
for ALL of them!!! lol
I have reconsidered my attraction to clean shaven men!!!!
The recivilized aspect of this ad reminds me of racist connection to blk men and the neanderthal man. So for those that take this lightly get educated about our history. It doesnt rock my world tho because its not what people call you its what you answer to.
No, in fact they are quite sexy, but would you see any of these magnificent brothers walking out of a boardroom, I doubt it. Society dictates What type of hairstyles are acceptable and unacceptable. Just like a black man would have problems getting ahead in certain industries with a fro or dreadlocks a white man would have problems getting ahead with a long 70’s ponytail, a mullet, or a spiky mohawk. So my only problem with the ad is that I don’t see any other races represented with haircuts that aren’t socially acceptable in certain arenas…however this could be one ad in a large ad campaign. I feel that even that opinion is borderline oversensitive.
Sidenote: please refrain from posting pics of my boo Jason Momoa… without my express permission! LOL
It’s unfortunate, but freedom of expression does not always align with Corporate America. It would be an amazing site though…chocolate brother with locks manning the boardroom! *drooling*
anywho! We might have to share the beauty that is Jason Momoa! Isn’t he foine? *again drooling*
Hmmmm,
While at first blush I can understand why the visual of a decapitated man with afro is disconcerting, I don’t feel that its racial. I agree with Ev’Yan, I think that some of you may be reaching. It looks as though the campaign has been around for awhile and and also depicts scruffy white dudes.
It’s a funny ridiculous ad, although more funny hmmm than lol. Let’s not escalate the mundane. Besides, I like a man that is less coiffed and clean shaven but takes care of his skin. It’s sexy!
Isn’t this supposed to be an ad for shaving lotion, shaving gel, spf etc.??? Why picture him without a beard AND an afro If there were no other undertones intended? Come on people be honest with yourself. If hair is clean then why does it matter if it’s in a fro or worn as a beard. Nivea is straight up saying they feel that a man with an afro and a beard is uncivilized. Some people keep saying “well if he was caucasion with long hair etc”…blah blah blah the “if” doesn’t exist. THIS ad exists, this ad went to print and this ad depicts what the company thinks a black man with an afro and a beard is… Uncivilized. For those that like to compare, David Beckham wears a beard and at times greasy longer hair and I can bet you his house that Nivea would never call him uncivilized. Contrarily that is seen as sexy on him. It’s the fro that makes it wrong especially since the ad is promoting shaving agents for the face. Why not show him with the fro and a more manicured beard. Anyways I know quite a few men who sport their NATURAL hair and a beard and are quite charming, talented and professional agents and business owners. Off the top of my head I know Maxwell would be offended. They even have the model looking as if he’s entering the last stage of evolution as if he’s finally able to stand on two legs instead of all fours after throwing away his fro. Stereotypical, condescending and wrong.
I dont see it as offensive, its not like the mans new face had relaxed hair he was just cleaned up, technically his hair was till natural.
I really dislike it when the natural community scrutinize and over analyze everything
I see it like this if i had straight hair and the guy in the ad was holding a hippie head, I probably would not trip. I agree that tighter curl patterns have always been considered negative. BUT what race do you know whose majority prefers frizzy, or kinky, or whatever… hair. there are commercials everywhere with nothing but attempts to avoid frizz and puffiness and in that same instance i see a new natural product i want to try everyday as well. WE are just beginning to widely spread the love of our hair’s true nature. by arguing with this ad i feel we promote and bring attention to the fact that it ever was seen as bad hair. lets have a madam CJ moment ladies i mean do you hate seeing “just for me” commercials, or “dr miracle” for example ??? it starts just like a john frieda ad. “oh no my hair” ( huge puffy,dry,brittle,bird nest mess. then it’s straighter, softer, and more radiant riiiight. the way i see it everyone is entitled to their hair we all wear it different. i think the naturalist are getting just as much play these days. BTW i have a lovely and huge fro.
it is more weird than anything else *hums the uncivilized*
It’s about time we wake up and become consciencous of companies taking our money and leaving us without industry, factories stores and banks and selling us Prosucts full of chemicals and cancer causing agents. Do For Self and Kind . If we did not give them our money they would have no Power to made such advertisments. It time sister and brother stop damanging their Skin and Hair with toxic chemicals. dDestoring our Melain and celluar structure , so we can began to Think Again A recirulate that $8oo billion dollars economy to ourselves
*Side-eye
Really Nivea?
I happen to adore men with beards. I even have a beard blog, but not 1 fuck is given when it comes to the media (black bashing ads/articles) these days.
Not 1.
I don’t have the time or energy to give.
WOW! I’m speechless! What person on their marketing team thought this was a good idea? I hope someone got fired for this cause they just lost my business.
It might not mean to, but you cannot deny that it has racially offensive connotations. the people behind the ad probably just felt like they were doing something right using a black model, but perhaps they should have seen this coming….
the ad in general is not exactly the epitome of taste, but they certainly could have worded it a lot better.
I’m kind of feeling that fro though. I must like “uncivilized” guys. the beard could do with a little trimming…beard rash *shudder* i digress….
WTF!!!!
here, i’ll help you understand why things play out like this: there just aren’t that many black folks in marketing and advertising and no one thinks broadly enough to consider the possibility that a campaign might hit a sensitive spot.
I’ve talked to several people today about this ad, and all of them have told me that they think my anger is an overreaction. “They didn’t mean it like THAT”. I would be inclined to give this bs the benefit of the doubt if America wasn’t still such a racist country (that’s right, I said it). This isn’t the first time that blackness and natural black characteristics have been posed as the default negative. There are countless examples, in advertising and in day-to-day life. And as as people try to tell us to ‘stop overreacting’, it definitely won’t be the last.
And yeah. If this ad featured a white person with unkempt greasy hair or something, there wouldn’t be much of a fuss. Because whiteness is held up as the standard of beauty. White people aren’t constantly told (explicitly or otherwise) that the natural characteristics of their race are ugly and need to be changed. So if it were a white person here, it wouldn’t be an issue because whiteness isn’t demeaned and marginalized and ridiculed constantly like blackness is. This ad is a continuation of that harmful pattern that has gone on for centuries.
So yeah, call me “too sensitive” or “overreacting” or whatever, but since I’m living in a white-supremacist culture, I’m definitely not gonna let crap like this go by un-criticized.
I wish the like feature was still active on this site…but I’ll just settle for saying +1
preach! you took the words right out of my mouth!!!!
+1 thank you
I think it’s offensive, but not necessarily racially offensive. I don’t like the implication that if a man grows his hair or beard out, it means he doesn’t “give a damn” or that he’s “uncivilized”. You can advocate shaving without insulting those who choose not to.
ditto
amen!
two words: oh wow.
If it weren’t for all the hubbub, I wouldn’t have any idea of what the problem is here.
Yeah, I see that the ad could be implying that afros signify uncivilized. And yes, I get why people think it’s a bit racist, but I think we’re all overreacting.
The message of this ad is to show a guy who has “let himself go.” Long hair (like he hasn’t bothered to get a haircut in months) & an unruly beard & mustache (like he hasn’t bothered to shave in weeks). It just so happens that the hair that grows out of his scalp is kinky. Him “throwing away” his old, unruly face isn’t (in my opinion) an attack on his afro, but an attack on unkemptness, a thing I myself am guilty of. (Except, if it were a woman being shown, we’d see unshaven legs, unplucked eyebrows, overgrown roots, chipped fingernails, etc.)
We’d have a much different reaction if the same concept were applied to a white guy. Picture it: A white guy with long, greasy hair (like he hasn’t washed or combed it in years) & overgrown facial hair (like he shaved in weeks). He would be tossing out the same kind of face, selling the same kind of message, only his hair would be straighter & his skin would be lighter.
This is just my opinion, of course, but I just don’t see why this is such an issue. Maybe if the guy was depicted with dreadlocks (or stick straight, spiked hair!) I would understand why everyone’s so upset. But his hair is overgrown… it just so happens that it’s naturally curly.
We have a tendency to look far too deeply into things.
Not trying to stir up trouble. Just putting in my two cents.
first of, there is NOTHING wrong with a fro. It is not unkept or dirty or greasy. it’s is natural and long hair (only curly) and it takes a lot of effort to maintain. This is just like having long hair (if your hair was straight). To say that you should cut your hair to be considered civilized is like saying women should have short hair to be considered professional. That is sexist, this is racist. People with curly hair should be able to wear it long and natural (or not) if they so choose. Just like people with straight hair (this is from someone who was born with natural straight hair).
Hi TK, I’m not saying that I agree with the message in this ad. The message is (in not so many words) fucked up & stupid.
I just don’t think that the sole message of this ad was meant to be racist or attacking towards black people.
Ev’Yan, I totally agree with you. Nivea is promoting a particular idea of what “groomed” means for a man, whether that man is black or white or brown. Most cosmetics companies that cater to men promote the same thing (shaven, shortish hair) to white people, as well as black. I am sure that there is a version of this ad with the exact same tag-line and a smooth-faced, short-haired white guy holding a white head that’s got long hair and a beard. I don’t think that this ad should be read as a specific racial statement that black men who wear afros look uncivilized. It’s about a grooming company promoting a clean-cut look, as they usually do.
If anything Nivea were probably trying to be inclusive by rolling out ads with the same concept but featuring people of different ethnicities, to show that their products are for everybody. From the response, it’s obvious that their strategy was misguided. I suppose the uproar will teach them that you can’t necessarily apply the same advertising strategies across colour lines like that, because this isn’t a post-racial world, and people are not colour-blind.
Funny enough come November a world wide charity called ‘Movember’ will be getting guys to not cut their hair and beards for the month, to support awareness of testicular cancer. Shortly afterwards you see adds like this to get the guys to get all civilized. I don’t think it’s a race thing, sorry but I read mens mags more than womens, and it’s all about them looking as clean cut as possabile.
I actually handed a Black guy in my work place a simalar advert the other day and told him to “man up and get sorted”. It’s not that big a deal, I think people are looking for race issues to pick on instead of the actual fashion and staus issue behind the artcle.
Plus how many women in here talk about how they prefere that men have got rid of the braids, and locs of fellow artists and politicans anyway?
Actually, after doing some research, there is an ad with a white guy holding a head in the same manner. But the slogans are not the same whatsoever. There is no “Look like you give a damn” and certainly no “Re-civilize yourself”. It says “Sin City is not an excuse to look like this”, which I’m guessing is a play off the character in The Hangover??
So no, it’s not the same.
Totally agree.
The ad would have been fine BUT if you look at the other ads of the type NONE said “re-civilize yourself”..only the one with the solo black man throwing away his GOD GIVEN head of hair as it natural grows from his scalp..like he’s some Neanderthal.
I find it racially insensitive. Come on, this is American. They know better than to print this trash!
This is one of those things that can be offensive to any race. It wasn’t wise when it comes to black people to handle it in this way rather the intent was racism or not.
My point EXACTLY. Well said.
White people are not systemically berated for their natural features (including their hair) the way black people are. Redheads aren’t targeted by a billion dollar industry to dye their hair any color that’s not red.
Weird.
And who are the idiot black people that keep signing up for these things?
I was thinking the same thing! This man musta been hella desperate for some cash to actually consider agreeing to do this foolishness.
What in the tomfoolery decapitating hell is this?
/Michael Jackson king of popcorn .gif
Once again I’m reminded of the difference between the online natural hair community and the rest of the world…
I’d bet part of my miniscule paycheck that not only do most black people NOT have a problem with this ad, it probably went by at least one black person somewhere in the development chain before it went out.
Substitute the brother with a different-raced person with looser-textured hair…who reacts? How do they react?
I pick my battles these days…and this is one I’m not touching…
Cue the essentializing of one’s own opinion and the blaming of Blacks of racial hypersentivity in 5…4…3…2..AND
I agree LBell.
Thank YOU!!!!
Thank you eme!
To LBell, your reaction is justified and mature yet those of others who have an opposite reaction aren’t well-thought out, measured and legitimate? There’s room for everyone’s opinions and thoughts without compartmentalizing others as hysterical. Like you said, choose your own battles, but DON’T berate others!
Im not so sure this one is a natural hair community thing. I’ve seen it all over the net. Adweek.com, CNN, Forbes just to name a few.
@ Naeema exactly! This ad offends me for many different reasons. Besides it being offensive, it is just a horrible advertisement. In what world would someone holding a severed head make people want to buy lotions and shaving products?
EPIC FAIL
This reflects the ignorance that happens when advertising firms fail to diversify their workforce, then attempt to market to a group of people they know NOTHING about. The least they could have done was pilot test this ad with a group of black men/women. Shows their lack of concern for our cultural nuances, our values or even the changing perception of beauty. How out of touch…how IGNORANT!
(Nivea is full of harsh chemicals anyway…stopped buying that mess years ago!)
You said it all. How they failed to notice how racist and ignorant this ad is is beyond me.
you know Naeema, I thought about that, then I thought about the mom and dad in the NBC show. It was the black woman that thought her child’s head needing taming. What if the person responsible for this ad was African-American? Still out of touch & ignorant, but diversity of thought & perspective may be the real issue.
@ Janelle, you know what? i wouldn’t even be surprised if one of the “creative” heads behind this is actually Black. I mean, why did the black guy even accept to do the add? this kind of thing is shocking and so frustrating!
Even if it was a black person who initiated the concept, that doesnt mean its not a product of racist thought. We’ve got a lot of years of internalized racism to undo (starting with “our” people!) – This ad simply takes us in the wrong direction of that goal….
You can leave a message on their website I sure did re civilize yourself fuck outta here make a product that hasn’t been made yet not make old one smell worse with crap ingredients throw natural on it and charge 2x as much where are the innovators I’m tired of seeing the same old bull year after year after year and some fools just keep enjoy what’s been already done only we can make change don’t like it dont buy it theyll stop making it trust me let shit slide they’ll continue to make a mockery out of us if you only knew what others assume about us befor they know us you wouldn’t believe they think we all have aids multiple baby daddys ghetto lazy low self esteem whores (not all of coarse but majority do I’ve been all over the world they are surprised when they see an educated black woman w nappy hair and no kids and money in the bank it’s unbelievable to them and the poor others envy woman like us the most it kills them inside they want us to fail) it’s sad but it’s society watch harrys law and you’ll see what I mean
What advertising firms need to realize when it comes to different ethnic groups, nationalities, and races there are just certain images and words you SHOULD NOT put together. That’s the reality. It’s not about being politically correct. It’s not about “censoring”. We all have our history with racism and what “our people” were tormented about.
No matter how cute Curious George the monkey looks, you cant say a cute black kid with round cheeks and big ears reminds you of him— even if he really does! You will get the side eye, and the parents will feel uncomfortable.
You can’t put an ad out that says “Open Your Eyes with Better Contacts” and have East Asians (like Chinese, Japanese, and Vietnamese) in it.
I personally don’t believe that whoever created this ad really thought “the AFRO is uncivilized”. In fact I cringe for them because they got this ad completely wrong.
Call it a double standard, but yes this would have been completely different if it was a white man and his overgrown hair. White men aren’t teased about their hair! Even I(!) “get” what they were trying to say— afro-textured-man can be called out for grooming too!— but this isn’t the best way to do it. In fact the head of the overgrown dude doesn’t even look “bad” and in need of grooming. It’s just long hair. If they really wanted to target afro-textured men they should have done a really messy afro that was uneven and used a “shaped” smaller afro.
Oh and you definitely don’t use UNCIVILIZED/CIVILIZED when it comes to black people or any other people of color.
“If they really wanted to target afro-textured men they should have done a really messy afro that was uneven and used a “shaped” smaller afro.”
As long as they were gonna use a black man anyway, I think a Don King look-alike with close cropped hair, throwing a head with Don King’s usual “crown”—I use that word extremely loosely in his case—would have been perfect for this. But then, I’ve never liked Don King’s hair.
There IS an equivalent advert with a white man but without the words uncivilized…HA!!! Sorry but this is blatant racism.
Even if it were a white man in the ad, I’d still find it in poor taste. A guy holding what appears to be a severed head, about to fling it like a gruesome track meet event? Bleah. But they made it a black man and now you’ve got — hello, headhunters out of a bad 40s comedy movie? ::headdesk:: Fail on so many levels.
… 1
OMG! My mouth fell open when I saw this! Really?!?! What is going on with these marketing ppl. They must be working to offend rather than reach.
But to be real, after reading the post the other day about topics naturals should move on from, I think this revisits one of them. Hair in the work place… Honestly I didn’t agree with all of them, but Ive never been one for unproductive arguing. And not that we should start but Maybe natural hair is seen different for men than women, for starters. Maybe a fro for a man (and still some women) has no place in certain work offices and social circles and that is the impetus for the aid. Not that I agree but its definitely STILL an issue that is alive and well and we cant move on from… Not yet at least.
Dont you all see what is going on? Let us not waste our energy protesting a company who did this intentiomally to get more publicity.
I don’t like this ad either but it does seem like some of these companies are starting to do this type of stuff on purpose. A lot of people would probably never see or pay attention to any of these ads but they get a lot of attention on blogs and twitter. Then after all the outrage (and everyone has seen the ads & company) the ad is pulled. But it doesn’t matter because we’ve all seen it. Still doesn’t make me want to use their products, I just get really annoyed.
I won’t protest but you sure as heck won’t see me rubbing their stuff onto my beautiful black nappy-haired body. 😉
+1 and they will no longer get my dollars either.
WHAT THE?!!??!?!?!?!?!!?! I am sick of this crap! First the talking black vagina and now the “uncivilized” fro. Is there another planet, another country, another state, heck another zip code where I can escape this racist white ridiculousness?!?!?!
I feel you. It’s so insulting and hurtful — and just plain ridiculous.
I actually didn’t see too much wrong with the talking vagina ad.. it was clearly a satire. THIS, however is ridiculous.. WTH was Nivea thinking?!?!