Wednesday, June 2, 2010

Tackling Race

I saw an ad that's either for Dr. Pepper and/or for pizza -- I can't recall. Anyway, there's a couple of football players, black guys, one of whom is (I guess) a defensive lineman, the other (I guess) is a quarterback (?) -- and the defensive guy delivers pizza to the door of the posh dwelling of the QB, and after giving him the pizza, he tackles him. There's dialogue in the mix, but I can't remember it. The QB's house is television-opulent, and this dowdy, middle-aged white maid comes into the frame and looks at the guys with an admonishing glance. Here, I found it...

http://www.youtube.com/watch?v=U-J9NvAalco

Now, you can see it. Something jumped out at me while watching that ad: the maid. Wealthy black man, white maid. Oooh! He's arrived, right? And yet, the advertising company was careful to have it be a decidedly not-attractive, middle-aged white maid. Not a hot, young white maid.

That choice made me wonder if they deliberately avoided that because they didn't want the knuckledraggers to get up in arms about a successful black man having a bodacious young white maid working for him, handing him his drink -- because of the sexual connotations, naturally. Instead, it's like "Sure, he's got a white maid, so you know he's made it, but she's not a babe, so you, gentle viewer, can be sure that there's no hanky-panky going on." I mean, not only is the maid old, she's the least-attractive person in the ad.

Given the constant use of sex in advertising, the deliberate sexlessness of the ad jumped out at me.