A Nivea print ad that depicts a black man attempting to "re-civilize" himself has been labelled racist by Facebook and Twitter users.
The ad, which appeared in the US, shows a dapper looking African American throwing away a mask, which depicts a black man with an afro. The tagline says, “Re-civilize yourself”.
Created by Draftfcb New York, it was pulled last week, but is continuing to stir debate on Twitter and Facebook.
One comment on Twitter reads: “We’d ask you if you think this Nivea ad is racist, but there’s no question. It is. Really, really racist.”
A Facebook comment on the Nivea USA site says: "Who the hell are you people to decide that what it means to be civilised. Re-civilise? How about re-program? You brainless robots!"
However, the fact that another execution of the same campaign featured a white man, also carrying a mask, has led to some suggesting the ad is not racist. The tagline on the ad featuring the white man, however, does not suggest he needs to "re-civilise". Instead it reads: "Sin city isn't an excuse to look like hell."
Another Twitter comment reads: "Nivea ad was offence but I wouldn’t say racist considering they had exactly the same ad with a white man."
Nivea USA said in a statement: "The advertisement offended many and for that we are deeply sorry. After realising this, we acted immediately to remove the advertisement from all marketing activities. Diversity and equal opportunity are crucial values of our company."
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