This Australian TV commercial for KFC is officially titled “KFC Cricket Survival Guide.” It features a white Australian cricket fan, who, realizing all the fans around him are black and rooting for the opponent, offers upÂ “a tip when you’re stuck in an awkward situation.” What happens next? He offers the people around him a bucket of fried chicken! See for yourself:
The title this video has been given on YouTube is “Racist KFC Advertisement?” It’s generated a little bit of coverage so far, and most people seem to be suggesting that the ad is, in fact, racist.Â In the title of its post, BuzzFeed is calling it “racist”, while Make the Logo Bigger asksÂ “Another racist KFC ad?”Â MediaBistro’s AgencySpy doesn’t use the actual word racist, but the language used in framing up its blog post strongly suggests they feel that way as well.
So is the ad racist? Or is that just the way we American’s view it? That’s what one commenter at Buzzfeed suggests:
I don’t think the stereotype of black people loving fried chicken is popular anywhere but the USA, this ad would be pretty harmless in another country
On AgencySpy, another commentator named “Nancy” seems to agree with this sentiment, noting:
This is only racist when viewed through the prism of americans and their limited view of cultures and the world…..awkward situation is : Cricket World Cup took place in the west indes recently, of course Australian fan, lone among the jubilant west indian fans…tries to make friends …so what he offers chicken…in the west indes, we don’t survive on daily ingest of junk food, it is just eaten during lively, fun times like that
While a commenter named “Juan” adds:
The ad is meant to be satire, not demeaning, it could be misperceived as a racial stereotype, but its not aimed at the super sensitive U.S market with our out of control “political correctness” and our pretense at racial equality
However, in the original blog post, Agency Spy notes the clear racial undertones of a white guy describing himself as being in an “awkward situation just because he’sÂ stuck in a crowd of happy, cheering black people.” Meanwhile, other commenters call the ad “truly embarassing” and one asks, “Is KFC’s agency headed by Strom Thurmond?”
Haven’t heard of this commercial yet? Well lest you think this is going unnoticed, it’s the #18 most viewed video this month for the Australian version of YouTube and has received over 2,300 comments.
What do you think So Good readers? Racist? Unfortunate idea for an ad? Misinterpreted by American’s?