There is an ad running on TV in Warsaw that shows a Polish guy in some remote part of Africa that I am sure the writers/client of this commercial has never been. The crux of the ad seems to be that one can use his/her bankcard anywhere. In the commercial, there are Africans in what is meant to be traditional tribal clothing and they are looking at the cash machine as if it is some sort of object from out of space. Then there is a tribesman talking on an iPhone. The whole thing is ridiculous.
I write about this because the commercial is so insensitive I had to wonder how the hell it got on TV. Then I remembered that I live in a very homogeneous place. There is no pressure from other types of people here on the powers that be. So, this type of garbage makes it to TV. Adding fuel to the fire for me was something that happened regarding a commercial not too long ago.
You may have seen the Old Spice ad with the African American guy on the horse. This commercial was banned at first here in Poland by the "ad censors". The people at this government office decided that this commercial was saying that Polish men are inferior. How they got to that brilliant conclusion clearly has a root in ignorance ... one could also call it unintentional racism. Eventually, someone made a more sane decision and allowed the ad to go on the air.
As I think about the bank commercial with the Africans, I begin to see just how ignorant the creators of this ad are. To not see how this is offensive means you are stupid or unknowing. In either case, the client could have asked someone. Someone thought this was funny. Humor is always good, except when it is offensive to others. What would the "ad censors" have done if this commercial was set in a Polish village and the town folk were too stupid to use the cash machine? Would that be funny to them? I hope not. It's not funny to me and it probably isn't funny to a Pole. It is offensive to me because prejudice in any guise is repulsive.