Contrary to what some may think, black people DON'T talk about class and race all the time.In fact, this black person would rather not talk about class issues or race at all. It's just that negative, racially tinged crap keeps jumping off and as an observer of American culture, I am compelled to call it out.
(Sighs.) Subway, yes the sandwich chain, brings us the newest misfire in big company viral marketing efforts by basing its latest sandwich promotion on derogatory stereotypes of urban street culture.
I was perplexed, but not offended, by the image on Subway's Web page of Abraham Lincoln sporting aviator sunglasses, dollar-sign bling and a giant diamond earring. Most astonishing is Lincoln's headband with the words "Home of da $5 footlong" emblazoned upon it. ...
Then Abe says "Five dollar foot longs everyday. Now that's something to holla about." That part sure is annoying, but not really offensive to me.
But then, Subway introduces a voice message example. Here is where the most trouble starts. You see the message reads like this:
"Sup boo! I'm 'bout to destroy a $5 footlong @ Subway. Meet me there directly and bring ur A game."
You are instructed to "pick yo text" and to "chooz ur crew."
Or to send an email you are instructed "yo you gotta pick your greetz, son."
I did chuckle at the image of Ol' Honest Abe all "tricked out." But, that is part of the problem. In my opinion the text is so bad and insulting because some in a very narrow demographic may not get that the joke is on him or her.
Think of the highly paid, extremely well-educated advertising executives who created this ad campaign. I have no idea of their race, and it does not matter. What I know is that these executives enjoy class privileges that those being made fun of in this ad have no access to.
That dynamic makes this ad insulting and not okay in my book.
ATTENTION/Update: hat tip to Black Web 2.0. I apologize for my oversight in not linking back, but I saw the headline on the link that was sent to me and went right to the Subway site. As you can see from dozens of my previous posts, I make link backs constantly. After checking I see that the link that was sent to me was indeed from Web 2.0. Way to go for seeing this first. CD
1. Nice post (although eerily familiar). We had mixed reviews about it when we cover it:
http://www.blackweb20.com/2008/10/09/subway-the-5-racists/
Angela Benton at 5:29PM on Oct 14th 2008