I recently watched a KFC Ad from Australia which sparked debate as to its racist nature. It was discussed on the Young Turks platform where one of the commentators rules it is racist by breaking it down as follows: This white guy is sitting in his own seat, he is trying to watch a game while all these black people are behaving uncivilised. He asks "want a way out of a sticky situation?" - gives them chicken to behave themselves then announces - "too easy!"

The above ad had me thinking about South African ads and the fact that so many of them have a black guy as the butt of the joke.

1. Nedbank Eugene Ads



There are several ads featuring the comedian Eugene Khoza in which he asks frequently ignorant questions then this godly white voice chimes in with an abundance of knowledge. In the example below, Eugene is the typical black guy who wants to buy expensive clad yet rent a house.

2. Chicken Licken Beggar Advert



In this ad, the black guy with his poor english cannot pronounce the word 'burger' and confuses his white housemates who think he is referring to eating a beggar.

3. Miway "BEE" Advert

In this ad, a white guy has a bunch of unruly blacks doing their township moves and bombing the pool prompting his neighbour, also black, to advise him on how to get rid of his BEE problem. A clever inference to Black Economic Empowerment.

4. SAVANNA DARK ADVERT



I thought of explaining this ad between a clown of a black guy and a witty white guy but I think it needs no explanation.

Now don't get me wrong, I do have a sense of humour. In fact each and every one of these ads had me chuckle, but it is worth noting that most humourous ads or any work of art for that matter need someone to be the recipient of jest but in the case of the South African ad industry, there is a clear bias towards having the black man take one for the team. I just think they should spread the love a little more, every village has a clown, even those of other races.

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