This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
Thanks to our unfortunate history with slavery and the subsequent economic slavery imposed on minority Americans, we as a nation are very sensitive to charges of racism. So sensitive, in fact, that advertisers are often accused of such transgressions for the slightest intimation. Six Flags (NYSE: SIX), the amusement park chain, found this out recently.
The park created what I thought was a clever series of ads contrasting the humdrum routine of ordinary life with the thrills to be found at a Six Flags park. For example, one ad showed a lumpy teen attempting to dance, another a chortling woman teasing her cat with a laser pointer, both compared to gleeful coaster riders at Six Flags.
The Asian American Legal Defense and Education Fund found these ads offensive, however, because the head of an Asian man's face appeared in a bubble, rating the degree of fun, rated in number of flags, of each recreation. His accent (Japanese, I thought) and his simple but hyper-enthusiastic phrasing ("two flags," for the dancer and laser wielder, "six flags" for the coaster, followed by the tag line "More flags, more fun.") suggested a stereotypical English-challenged outsider.
I guess my racism detector isn't that finely calibrated. I saw him as a positive character, the one who "got it" while the "two flags" characters didn't. But then again, I'm a white middle-class American male. How many times do you suppose I've suffered from racism?
Six Flags didn't seem too concerned about the implied racism, refusing to comment on it for the press. Nevertheless, I expect coming ads for the chain will be very carefully constrained to avoid a repeat of this incident.
| Hit the nail on the head | |
|---|---|
| Are utter nonsense | |
| Could go either way | |
| Don't know, don't care |
See other examples of Ads Gone Bad.
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Reader Comments (Page 4 of 4)
10-23-2008 @ 11:03AM
robert said...
This is exactly how commercials are in japan, loud obnoxious and the face in a bubble, what japanese find funny we find strange,, what we find funny they have no sense of humour...
10-23-2008 @ 11:32AM
Maureen said...
I didn't even realize the guy was Asian! Shows how racist I thought the ad was. I also didn't care for it. Like the little guy (who I understand is really a girl) dancing much better.
10-23-2008 @ 11:51AM
Carla said...
What the freakin' hell is wrong with people? Does absolutely EVERYTHING we do in life have to be watered down in order not to offend some hyper sensitive group? Who cares if the spokesperson was Asian? Get over your damn selves and stop wasting time, energy, and money on nonsense.
10-27-2008 @ 1:28PM
yesiam said...
No way is it racist.
Annoying yelling man.............check "Yes".
Racist against Asians............check "No".
I am soooooooooooooooo tired of people claiming racism, anti-semitism, etc. after every stupid thing. It's nuts.
Do white people yell racism after a commercial showing nerdy white guys who can't dance? Or a redneck in front of his trailer describing the "ter-nay-do"? Or any other stupid commercials using white guys in stupid and obnoxious ways?
NO! Of course not!
ONE THING I KNOW IS THIS.......ANY color, race, whatever, has it's share of idiots! Idiocy knows no color and is not race-specific! Like a pervious poster stated, GROW a thicker skin and stop yelling racism every time you see something you don't like. SHEESH!
Someday there is going to be a backlash from all this crap. It's perfectly acceptable to yell racism if someone cites your skin color as a reason for not hiring you. BUT- it is NOT acceptable to yell racism if you didn't get your own way because you were expecting the world to "kow-tow" to you. NEWS FLASH! Obama didn't get to where he is today by yelling "racism". He got there by WORKING HARD and EARNING it. Today, most people (not just blacks) excuse their lack of success by using "racism", when it was their own lack of education or attitude, or stupidity that really kept them down.
10-23-2008 @ 2:30PM
Jan said...
I didn't see anything racist as far as the ad was concerned. I've seen better commercials from Six Flags that, would frankly, entice me to take my kids to one of their theme parks, but I didn't see anything in this ad that would have caused this kind of response. But, I do agree with some of the other commenters to this article when I say that in these days and times, you can put out any type of advertisement, from a major company, and someone is going to have a problem with it. When did we become a nation where we're so bored that we are watching commercials to see if companies are being politically correct?
Frankly, if an advert was overtly singling out a particular race or creed of people in an unflattering or demeaning manner, okay....hammer them, but if it is something like this...get over it!
10-23-2008 @ 1:55PM
jeanne said...
Six Flags has gone to the dogs so who cares about their advertising.Their park is soooo... out of date and the employees are totally apathetic.The rides never start on time when it opens and the whole park appears to be run by black teenagers.Crime in the parking lots happens frequently,but the city doesn't want the general public to know this.
10-23-2008 @ 4:24PM
Cathy B. said...
Give me a break! No one complained about that silly old man who used to dance around in the ads. (I LOVED him!) I mean, just think of how many people HE could have offended! (The elderly, people who are bald, vision impaired people.)
10-23-2008 @ 5:20PM
RIGHTURN said...
Yelling rascism creates rascism where ther is none.
10-26-2008 @ 8:19AM
Aaron said...
I have seen most of the commercials on this 20 list on t.v. at one time or another. the fact is you can't do anything without making someone in a multi-billion person society upset. Someone is always out there looking for slander toward thier race, sexual orientation, religious affiliation or what ever excusse they have to complain and try to get a lawsuit going. If you don't like it don't buy it! that is the only true way to strike the nerve in buisness. they will never run another ad like it if they loose money. You can over analize anything instead of taking it at face value. such as the pepsi commercial that plays off of the movie "night at the roxberry". At the end it has L.L. cool J. bouncing his head like all the white people in the skit. the says all black guys are sell out and do what white people do to make money. im offended... No it is a commercial with a celeb. endorsement. people are to busy trying to find reasons to be offended that you can't even say good morning to someone passing by with out them thinking " he's looking at my butt", "what's he selling", or "what's so good about it".
Instead of crying about it, don't buy thier product, or come up with better ideas and pitch it to them that way you get rid of the commercial and possibly make a buck which is more constructive than just critisizeing.
10-26-2008 @ 9:17AM
jim said...
Being Japanese had nothing to do with this horrible ad. I live near a 6 Flags and saw this ad often. I had assumed it was done by a local tv station only because it was done so poorly. Anyone claiming specific race predjudice is an idiot. It hurt the human race.
10-26-2008 @ 10:47AM
Frankie said...
What the hell happened to my country? In the 70's, I bought Polish jokebooks and I am Polish! I bought them in the 80's as well! Now you can't find them. We are getting too damned serious about stupid things, cultural things, while we get more lax about important things like the security of our nation and our money. We have become a stupid nation of people who all want to be heard. We all have a cause and it is stupid. Does anybody really think that Six Flags was trying to offend Asians? We have become a group of people who get offended when the other party is not trying to offend. Let's get serious about the important things and let's have a sense of humor about this stuff.
10-26-2008 @ 10:50AM
Frankie said...
One of the blogger was right...just do ads about Caucasians. We seem to be able to take it much better than other people. However, one day soon we will be the minorities and then we can whine and complain about every little thing that is said. I can't wait for that time. I can't wait until I get the chance to donate to the United Caucasian College Fund.
10-26-2008 @ 12:33PM
linzykitty said...
*sigh* That's just RIDICULOUS. Why must it be so hard to do anything these days without someone saying "that's racist!"
10-26-2008 @ 4:28PM
Kraig said...
This is actually the SECOND version of the ad. In the original ad, the Asian guy had a much stronger accent (More Frags, More Fun!) and he looked very angry. They cleaned it up, obviously after getting some complaints!
10-27-2008 @ 11:12PM
Jeff said...
What about the add with the old guy dancing. Of course he was made up to look old. But it was funny. Besides the asian crowds need to look at their versons of game shows and humor to see what is P/C.
10-27-2008 @ 2:52PM
Steve said...
Bring back Mr. Six, the old dancing guy. He at least was funny. This guy is just annoying.
10-30-2008 @ 11:46AM
Brian said...
Those ads just happened to have a guy in them who is Asian. He got paid to be wacky. His race doesn't matter. He could have been white or black even. If Six Flags hired a white actor to do it would the ads be okay? Maybe that would be racist though because they hired a white actor. Uh oh.
11-21-2008 @ 6:21PM
louise said...
the best commercial for 6 flags was the little old man with the black glasses who gets off the bus and dances ! that was great and the music was good too...really catchey !! they ought to bring that one back!!!