Wednesday, August 26, 2009
7041: Microsoft’s Polish Joke.
Microsoft is catching heat over some Photoshop® bungling involving Websites in the U.S. and Poland. As the images depict, the U.S. version shows a stereotypical diverse office grouping, while the version from Poland replaced the Black dude’s head with a White guy’s head.
Folks are calling it outrageous, racist and worse.
Um, not really.
The truth is, it’s a standard example of multicultural marketing. Granted, the execution is clumsy and amateurish. And it doesn’t help that they replaced the Black guy. But Microsoft is simply doing what nearly every major advertiser does: Presenting people that will be most relevant and appealing to the intended audience.
If we’re going to go after Microsoft, let’s be prepared to take our grievances to McDonald’s, Burger King, Coca-Cola, Pepsi, Procter & Gamble, Unilever, State Farm, Allstate, Kraft, Quaker Oats, General Motors, Ford, Toyota, etc.
Need a quick example to demonstrate the point? Check out Colgate here and here.
Sorry, but offense should be reserved for the blatantly offensive. Like Draftfcb, Omnicom, CP+B and more. There’s a difference between displaying cultural cluelessness, racism, misogyny, homophobia, ageism and other forms of gross insensitivity versus just being cheap.