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Old 06-01-2011, 10:10 AM   #1
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Move Over Naomi

Naomi Campbell in race row over Cadbury chocolate - Advertising, Media - The Independent



Sunday, 29 May 2011


Cadbury is facing the prospect of a black consumer boycott after it compared Naomi Campbell to a chocolate bar in a new advertising campaign.

The supermodel – hardly known for taking things in her stride – is incensed that Cadbury used her name in the strap line to promote its new chocolate bar called Bliss, accusing the company of racism. The ad says: "Move over Naomi – there is a new diva in town."

Yesterday Campbell revealed she is considering "every option available" after Cadbury, owned by the US giant Kraft, refused to pull the ad campaign, which ran in newspapers last week: "I am shocked. It's upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humour in this. It is insulting and hurtful."

The model's mother, Valerie Morris, backed her daughter, saying: "I'm deeply upset by this racist advert. Do these people think they can insult black people and we just take it? This is the 21st century, not the 1950s. Shame on Cadbury."

Disgust at the ad prompted members of the public to complain to the campaign group Operation Black Vote (OBV), which has called for Cadbury to apologise. OBV's Simon Woolley said that without an apology, the "only recourse black people have is not to buy its chocolate". He has written to the American civil rights activists Al Sharpton and Jesse Jackson to ask them to mobilise the country's Afro-American population. "I want them to know what their parent company is doing in Europe. I've asked them to support us."

Mr Woolley said that, for black people, being likened to chocolate was as bad as being called a golliwog. "Racism in the playground starts with black children being called 'chocolate bar'. At best, this is insensitive, and at worst it demonstrates Cadbury's utter disregard for causing offence. Its lack of apology just adds insult to injury. The Eurocentric joke is not funny to black people.

"It's particularly galling because we've just had a week that saw the establishment fall over themselves to be close to the Obamas and yet black people are being derided in such an insulting and negative way," Mr Woolley added.

The black activist Lee Jasper said: "This issue is not just about the insult to Naomi Campbell. It's about how these companies treat black people in general. Part of the problem is that they don't see it as offensive."

The racism row comes just one week after a London School of Economics lecturer, Satoshi Kanazawa, hit the headlines for "research" claiming to show that black women are less attractive than those of other races.

A spokesperson for Cadbury insisted that the campaign was "a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss". He added later, however, that the campaign was "no longer in circulation... we have no plans to repeat the campaign."

Another incident they had in 2009

Cadbury accused of racial stereotyping in chocolate advert - Advertising, Media - The Independent
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Old 06-01-2011, 11:46 AM   #2
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I hardly have the words to describe how utterly ridiculous this is.

First of all:
1. Why do they think it's Naomi CAMPBELL?.....Maybe it was Naomi
WATTS......why is she jumping to conclusions?

2. Secondly, Cadbury's chocolate is absolutely delicious - so why would she be insulted by being compared to something that tastes good?

3. Naomi Campbell IS a diva.....so the ad isn't saying anything that isn't true (assuming of course it IS Campbell they're referring to), and her reaction just proves it.

4. Would she be less insulted if it were an ad for Dairy Queen using the same slogan? What's the problem with Chocolate?

I just don't understand why she's so sensitive about this. It's a perfectly harmless ad.

Just my opinion.....
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Old 06-01-2011, 12:22 PM   #3
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Quote:
Originally Posted by AchtungBono View Post
I hardly have the words to describe how utterly ridiculous this is.

First of all:
1. Why do they think it's Naomi CAMPBELL?.....Maybe it was Naomi
WATTS......why is she jumping to conclusions?

2. Secondly, Cadbury's chocolate is absolutely delicious - so why would she be insulted by being compared to something that tastes good?

3. Naomi Campbell IS a diva.....so the ad isn't saying anything that isn't true (assuming of course it IS Campbell they're referring to), and her reaction just proves it.

4. Would she be less insulted if it were an ad for Dairy Queen using the same slogan? What's the problem with Chocolate?

I just don't understand why she's so sensitive about this. It's a perfectly harmless ad.

Just my opinion.....
Well Naomi Watts isn't a well known diva. And then there's the fact that it's an ad for brown chocolate, so the liklihoold of it being Watts... very slim.

And she's not really being "compared" to, she's being told to move over because she's being replaced.

That being said I think her reaction is slightly overreacting, but I wouldn't say the ad is completely harmless either.
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Old 06-01-2011, 01:50 PM   #4
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i reckon someone should be fired to be honest... terrible slogan! i would go nuts if i were her as well actually... i think she's right on this one...

i'm also still upset that Cadbury's was sold to Kraft
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Old 06-01-2011, 01:52 PM   #5
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Why is there not a comma between 'over' and 'Naomi'? Is the ad instructing me to float over her in some fashion?
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Old 06-01-2011, 01:54 PM   #6
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Why is there not a comma between 'over' and 'Naomi'? Is the ad instructing me to float over her in some fashion?
it's not necessary in British English lol [/nerdspeak]
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Old 06-01-2011, 01:55 PM   #7
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Oh, those wacky Brits with the extra vowels and different comma rules!
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Old 06-01-2011, 03:41 PM   #8
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To me this just seems like the complete opposite of progress. If every ad that mentions a black woman/man is scrutinized to this degree, then racism is always going to be a crippling factor on both sides.

Naomi Campbell IS a diva. I couldn't even figure out what her problem was with the ad until I read the article. I guess I just don't think in the way of "Insult to black people!" every time I see a chocolate bar
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Old 06-01-2011, 03:42 PM   #9
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I think she should sue.

If corporations want to use celebrities to market their products they should have the person's consent.
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Old 06-01-2011, 03:42 PM   #10
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Did Adam settle for Naomi because Paul McGuinness ate all of his Cadbury chocolate?
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Old 06-01-2011, 03:43 PM   #11
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Originally Posted by deep View Post
If corporations want to use celebrities to market their products they should have the person's consent.
THAT's actually what I assumed she was upset about. The ad is clearly wrong in that regard.
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Old 06-01-2011, 04:07 PM   #12
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Quote:
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If corporations want to use celebrities to market their products they should have the person's consent.


yep, i cannot believe they didn't run it by her in the first place...
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Old 06-01-2011, 04:15 PM   #13
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she is a brand, and gets paid for commercial endorsements

why pay anyone, just steal Johnny Depp's image for hair products

or give yourself the Edge, (with some in a beanie playing a guitar in the background) to hock Viagra
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Old 06-01-2011, 04:48 PM   #14
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They didn't use her last name or photo, so I don't think they need permission. It's obvious who they're talking about, but I don't think anyone can actually prove it.
I don't find the ad all that racist. It's comparing her bitchy, pampered behaviour to the chocolate bar, not that fact that they're both the same colour. And even if they did, it it really that big of a deal? And who's to say a white devil came up with the ad to begin with? I dunno, seems like a huge overreaction, but I still expect:

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Old 06-01-2011, 05:08 PM   #15
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Cadbury have been very, very sneaky with this ad and I can understand why Naomi is pissed. Legally, she's going to have a hard time taking action because they didn't mention her last name. But anyone with half a brain will know it's directed at her. As for the race thing - it's relevant. The ad has more impact because of color, and (I'm certain) that's why Cadbury went with it. Let's say Nicole Kidman had a reputation for being a diva, Cadbury would run the same ad but for a white chocolate product. Again, this is impossible to prove legally, but if you have your head screwed on you'll see the connection.
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