KFC Commercial (YouTube, 20 seconds): http://www.youtube.com/watch?v=ojqMGlqYHPg
This is an Australian Kentucky Fried Chicken (KFC) cricket commercial that made a lot of noise when it got to on YouTube and American people saw it in January 2010. After receiving lots of complaints, Australian KFC apologized and took it off the air on the 7th of January 2010.It did not make such a scandal in Australia.
I found the commercial quite awkward in many ways. First of all, many African American stereotypes are pictured here: a big noisy crowd, fun music and especially they like fried chicken. Secondly, at the beginning of the video there is written “cricket survival guide” and the Caucasian cricket fan says "Need a tip when you’re stuck in an awkward situation?", which implicates that the Australian man in the middle of the crowd is “attacked” by the people around him. This brings up the stereotype of the black aggressive male. Finally, the fact that he says “it’s too easy” kind of says that he can control the crowd and therefore has a certain amount of power over the black crowd. This situation reminded me strangely of white supremacy…
Although I do not think KFC did this on purpose, I wonder how they did not realize it could offend people and maintain serious stereotypes on black people. I also think that Australia does not have such a heavy history concerning African Americans, so probably did not realize what they were doing and took the commercial more lightly.
On the surface, this commercial does come out as racist. But I also read some article about this debatable commercial. The black people in the crowd are supposed to be West Indian/Sri Lankan cricket fans. They are considered to be one of the biggest enemies in Australian cricket… which could largely explain the commercial and the Australian cricket fan’s fear.
Are Americans really oversensitive over race issues? Or is this commercial really racist in your opinion?
Please post your comments and reactions.