Through BlackVoices.com, Buick presents a BHM contest where 10 winners receive complete genealogy DNA test kits. Um, wouldn’t folks rather win a Buick?
Since the ad is targeted toward African Americans, I was surprised to see some of the categories listed under the “Select A Fact Section” in the “free ancestry toolkit”
Is it insensitive or a lack of an agency and/or client not checking details when the ad states that you can get in touch with your roots and you end up with a pull down menu which includes such items as "Year of Immigration", "Place of Origin", & "Port of Departure" to name a few.
Shouldn't Buick's AA shop, Vigilante, be tasked with keeping this from falling through the cracks?
Well, there’s a combination of reasons. First, it’s probably illegal to make a contest completely exclusive to a single audience. Second, not all Blacks came via slave ships. There are certainly foreign-born Blacks (Caribbean, African, European, etc.). Those are a few reasons that immediately come to mind.
I liked that the PBS series itself was a look at the heritage/roots of its guests, but then throwing it in with a contest seems like a brand trying to piggyback on things a little too much. Yeah there were logos on the bottom of the PBS page, but it wasn’t as out in the open as this promo.
Since the ad is targeted toward African Americans, I was surprised to see some of the categories listed under the “Select A Fact Section” in the “free ancestry toolkit”
ReplyDeleteIs it insensitive or a lack of an agency and/or client not checking details when the ad states that you can get in touch with your roots and you end up with a pull down menu which includes such items as "Year of Immigration", "Place of Origin", & "Port of Departure" to name a few.
Shouldn't Buick's AA shop, Vigilante, be tasked with keeping this from falling through the cracks?
Well, there’s a combination of reasons. First, it’s probably illegal to make a contest completely exclusive to a single audience. Second, not all Blacks came via slave ships. There are certainly foreign-born Blacks (Caribbean, African, European, etc.). Those are a few reasons that immediately come to mind.
ReplyDeleteI liked that the PBS series itself was a look at the heritage/roots of its guests, but then throwing it in with a contest seems like a brand trying to piggyback on things a little too much. Yeah there were logos on the bottom of the PBS page, but it wasn’t as out in the open as this promo.
ReplyDelete