Cadbury's Naomi Campbell-Referencing Ad Isn't Racist (According To British Ad Watchdog)

Jen Chung

Published Jun 20, 2011

Modified Jun 20, 2011

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Jen Chung

Published Jun 20, 2011

Modified Jun 20, 2011

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In case you've been wondering, a British advertising watchdog has ruled that Cadbury's Dairy Milk Bliss ad, which mentioned supermodel Naomi Campbell with the copy, "Move over Naomi, there's a new diva in town," is not racist. The Advertising Standards Authority received four complaints but found the ad was "likely to be understood to refer to Naomi Campbell’s reputation for ‘diva-style’ behaviour rather than her race’. On this basis the council decided that the ad was unlikely to be seen as racist or to cause serious or widespread offence."
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Campbell, who has a history of accepting blood diamonds and throwing bedazzled cellphones at her help (and maybe beating her drivers), was outraged by the ad, initially issuing a statement, "I am shocked. It's upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humor in this. It is insulting and hurtful." Later, she sort of accepted Cadbury's apology, "I'm pleased that Cadbury have made a 'sincere apology' in regards to their Bliss ad campaign. The advertisement was in poor taste on a number of levels, not least in the way they likened me to their chocolate bar. It is also a shame that it took so long for Cadbury to offer this apology... I hope they and other multinationals can learn from this; that offense may not be their intention, but when it is shown that it has caused offense a sincere apology straight away goes a long a way... Better still they should avoid causing offense in the first place which is best achieved by having greater diversity at board and senior management level."

The ASA pointed out it doesn't intervene in matters of bad taste.

Tagged

cadbury

chocolate

dairy milk bliss

diva

naomi campbell