16281: Removing Culturally Clueless Characters From Advertising—But Keeping Them In Advertising Agencies.

 

A recent post on UK Mad Women in Adland noted that one of the spotlighted creative executives hatched the culturally clueless advertisement depicted above.

 

Turns out the Mad Woman shouldn’t be too harshly judged for the concept. After all, the advertiser—Robertson’s—had utilized a golliwog as its brand symbol since at least 1910. The origin story claims the company visited the US to set up a plant in Boston, where a family member bought a golliwog doll. The image first appeared on price lists, eventually being adopted as Robertson’s official mark.

 

In short, Robertson’s Golly is the UK equivalent of US characters like Rastus, Uncle Ben, and Aunt Jemima. The critter retired in 2002, with Robertson’s insisting they were not bowing to political correctness; rather, the decision was made for commercial reasons.

 

So, it shows how brands can come to see a need to remove racism from advertising. Which begs the question as to why such clients won’t do likewise by removing the systemic racism presented via partnerships with White advertising agencies.

 

Golly, it sure is baffling.