[View the story "Is Volkswagen's Super Bowl Commercial racist?" on Storify ]Is Volkswagen's Super Bowl Commercial racist? Storified by CBC News Community · Tue, Jan 29 2013 15:37:50
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Volkswagen is taking some heat today over an advertisement that critics are calling racist, slamming the upcoming Super Bowl spot's 'Get Happy' concept as everything from "off-putting" to "like blackface with voices."
2013 Get Happy Volkswagen Game Day Commercialvolkswagen
"I don't like it all. It's like blackface with voices. I don't like that," New York Times columnist Charles Blow told CNN shortly after the spot was released on YouTube Monday.
"It made me uncomfortable to see all of those white people in an office setting doing this," said Mediapost editor Barbara Lippert in a later interview
with USA Today . "I found it offensive."
Volkswagen Marketing officer Tim Mahoney defended the ad by telling Soledad O'Brien that his team had taken steps to ensure the commercial's concept wasn't offensive.
"We actually talked to about 100 jamaicans in the research and we had a speech coach on site to make sure it was authentic as possible," Mahoney says. "For me, it's a great mash up."
More people seem to be offended by his explanation than by the ad itself.
100 Jamaicans can't be wrong! Really, that's your answer? It's just not a good ad. period. racist or not. http://jezebel.com/5979933/volkswagen-consulted-100-jamaicans-to-make-sure-their-new-commercial-isnt-racistHannah
This isn't really racism. Cultural appropriation? Yep. & if they felt they needed to ask 100 Jamaicans for approval they probably knew that.Bobbi.
According to #Volkswagen, "100 #Jamaicans were consulted" so thy got the accents right for this horrible #superbowl ad: http://youtu.be/9H0xPWAtaa8Mrs. Idris Elba
Later, in a written statement, the company was a bit more careful with their wording:"The concept of Volkswagen's 'Get Happy' advertisement is to put a smile on your face, and continues to build upon the heritage of 'human stories, told simply.' The protagonist in the commercial is intentionally meant to portray an upbeat perspective and intelligence as he influences his coworkers to 'Get Happy.' His accent is intended to convey a relaxed, cheerful demeanor while encouraging a positive attitude as the antidote to a tough Monday. Everyone can relate to being in an office and being ground down by the pressures of work and 'Get Happy' brings an optimistic, bright spirit into an otherwise mundane day."
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Many are defending the German automobile manufacturer, however, taking up issue with the fact that anyone would call this spot racist in the first place.
Who's making a big deal out of VW's Super Bowl ad? If *everything* is called racism, it will be hard to determine what is genuinely racist.Leah Smiley
People say the VW ad is racist? SMH. That ad is giving Jamaica good promo. GTFOH bout racist.Sean A. Bennett
re: "racist" VW ad ~ My wife had a white/Arab teacher from Jamaica in Miami who talked like that. Have we forgotten what racism really is?James Morrison
The #VW ad racist? Really? Why? We got white Jamaicans too..My White Jamaican Dad (Original): http://youtu.be/iwDgA9LUVMA via @youtubePat Mack
W's ad is slated to air during one of the commercial segments of this year's Super Bowl.
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