Ad critic: Sony's racially charged PSP ad [update 1]
by Christopher Grant 
{ Jul 4th 2006 at 6:30PM }
We've decided to run ad critic early this week after this one landed on our doorsteps. The latest in a long line of questionable marketing decisions by Sony, this ad -- gracing the streets of Amsterdam and the Dutch PSP site -- promotes the upcoming white PSP with the racially charged image of a white woman grabbing a black woman's face. Other images on the website (embedded after the break) offer additional avenues of interpretation.
While we think it's hardly debatable that the ad is offensive (debate ensues), why would Sony -- and their "disruptive" advertising partners at TBWA -- think this ad appropriate? Any Dutch readers care to offer a regional point-of-view on local racial mores? Any black readers, both in the Netherlands and elsewhere, want to offer your initial reactions to the image? Perhaps most importantly (this is an advertisement after all), will this fulfill the contention that generating word-of-mouth is the metric by which to gauge the success of an ad, no matter the method?
Please keep the debate friendly, respectful, and well-mannered. It is possible to express your opinion on sensitive issues like race while doing so.
See also: Ad critic: Superman, Ad critic: Auto Assault, Ad critic: Oblivion , Ad critic: Tomb Raider, Ad critic: Hitman.
[Thanks to everyone that sent this in!]
[Update 1: Sony has come to the defense of the controversial ads, telling Gamesindustry.biz, "All of the 100 or so images created for the campaign have been designed to show this contrast in colours of the PSPs , and have no other message or purpose." We'll gather up some of the best comments from this thread (thanks for keeping it on track everyone) and follow up later in the week.]
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Reader Comments (Page 5 of 8)
Pencil $havings @ Jul 5th 2006 12:48PM
Man this won't let me post "Which one is the man?" Cool!
Tjapie @ Jul 5th 2006 12:54PM
A comment from a Dutch reader, living in Amsterdam: I haven't seen the ad yet, but I wouldn't define it as being racist. Why do people say it may have something to do with racism when a black and a white person are involved? I think it's a nice ad, you directly know it's black VS white, meaning the PSP. I see why people are making an issue out of it, but I don't understand why.
Lee @ Jul 5th 2006 1:02PM
LaughingTarget, you can't dictate how successful this ad is unless you represent the entire population of Holland. The reaction is not neccessarily negative, especially in certain areas of the world.
Using black and white people to represent black and white things is far from racist, it's just obvious. Why would that be racist? The potential racist tones come from the aggression, and it's already been discussed at length the reciprocation of the girls going at it.
People stating that they should have used any ethnicity, masks, paint or (haha) chess pieces clearly don't understand the point of this ad. The sexual undertones are its predominant power.
This ad works well on many levels, and accommodates for the country it's being placed in as well. It's well thought out, not blindly ignorant.
Oh, and the discussion by a bunch of predominantly US Joystiq comments under a post designed to generate racial commentary is not an unbiased sample space to take.
dwerg85 @ Jul 5th 2006 1:07PM
I'm a blck male living in holland. And i seriosly don't see anything racist. And the fact that the ads are still up means the gov/anti racism oraganisations don't think it's racist. What ppl from the us might or might no understand is that our history with race related incidents are way milder than what was common practise in the us. As such we don't flip out on every white/black confrontation we see on the streets.
And before you blame sony for what YOU think is wrong with the ad you might want to find out how advertismen works. This ad was probably only seen by a handfull of ppl at sony's dutch division (if it's a netherlands only ad, which i think it is) and was thought up and made completely by a different company. If you want to blame ppl blame those, don't blame an entire company.
alienequivalent @ Jul 5th 2006 1:15PM
You know, I'm African American and while I hate seeing ads like these, I'm not going to say that I object to them being made...it seems that for a very long time sexual tension was the way to get people to buy things and advertising gurus are just getting to a point where they feel they can tap into different kinds of anxiety in order to get attention. In the US, I find that most minorities do not talk about race with white people (I do know that they talk about it amongst themselves) and if such a mass medium can push the issue into the limelight and give people of different races something to talk about with one another, all the better.
Whenever the subject of race comes up, the horrible legacy of slavery just shuts everyone up; no one wants to offend anyone, thus racial tension sustains itself in whatever environment where the thing came up (a party, a bar, a meeting where people are brainstorming and need to be open to discuss anything).
I think there's a big difference between institutional racism and images that use racial tension. However, the two things can (and will) dictate the nuances in either. Don't people think it's better to see racial tension being portrayed rather than being erased or ignored?
Lee @ Jul 5th 2006 1:22PM
The homepage is now showing some different pictures:
http://www.yourpsp.com/psp/psp.html#setlocale=true§ion=homepage&locale=nl_nl
Looks like we're gonna be seeing more of the 100 or so pictures they took, but, oh no! They did it again! One of the hands is black, and the other one is white! What the...oh, that's probably fine to you guys, right?
I just can't tell what's good enough for you, too many PC white people too confused about what to think whilst most of the black posters and friends I've spoken to are chilled with it.
Joe Smith @ Jul 5th 2006 1:23PM
I am not sure I see anything racist about hte ad. Racial, yes, but not racist. Racist would imply that they were showing one race in a negatice light compared to teh other. In this case I see two pretty women - one white one black -- in that age old male marketing tactic of a cat fight. Unfortunately, the campaign is split across multiple images so you can take them out of context, which is probably a mistake.
That said, I don't think it is a particularly good ad for the product.
Lee @ Jul 5th 2006 1:38PM
After hearing about all of the controversy over the PSP squirrel ads, and the vgcat comic etc, I just google videoed it, and well, I just don't get you people. I laughed out loud, your sphincters must all be too tight.
whatever @ Jul 5th 2006 1:51PM
Oh my god, American people see what they wanna see apparently.
No wonder a lot of people call americans preudish.
For a country with an idiot as an ELECTED president, I think you should not look for things that are not there and don't worry about european advertising.
I think europeans are more openminded that's all.
Ps: I think its a very nice poster, and I would wonder if it was the other way around (black PSP comming out after the white one, and black women holding white) if we would be all writing RACSIM here ;-)
Bill @ Jul 5th 2006 1:52PM
Is the depiction of possible violence, o.k.?; regardless of race, gender, sexuality or nationality?
dread @ Jul 5th 2006 1:59PM
Sony marketing wins. We're all talking about it.
Brian Sexton @ Jul 5th 2006 2:01PM
The white PSP woman does not appear to be hurting the black PSP woman, just grabbing her face like she is about to unleash a lusty smooch. Racially, this looks like a non-issue.
The hair and shoes, however, warrant some criticism. The hair-spray money alone might have fed those poor starving, skinny women for a week!
Spoon @ Jul 5th 2006 2:02PM
The concept of "white figure vs. black figure" doesn't bother me. It's that picture with the face grabbing that freaks me out.
I don't really know why, but I just feel dirty when I look at it. The black lady looks terrified, and the disguted look on the other one's face isn't helping too much. I think it would have been cooler with black and white silhouettes or something. Kinda like the people in 'Feel the Magic' for the DS.
Gary @ Jul 5th 2006 2:09PM
This is from the same company that made those obnoxious squirrel/dustball commercials... and you people are SURPRISED?! Sheesh.
I agree. Those TV ads are horribly racistand stupid. I don't think how this new ad can possibly help promote the product itself. Why not just show the product and that's that? If people don't find it offensive, then why is it that a white woman and a black woman are fighting? What is the use to show smething like that? Isn't the black and white psp from the same company (Sony)?
KawF @ Jul 5th 2006 2:09PM
Am I the only one that thinks this picture depicts two women about to do a horizontal mambo, 80's style?
Permanent4 @ Jul 5th 2006 2:09PM
Are we sure the woman in white isn't just a Miami Heat fan?
YoungDEEZY @ Jul 5th 2006 2:14PM
I don't know about anybody over here but I am on my way to buy a PSP or a white PSP or a yellow one.
There isn't anything inherently racist about the image, but if that's the baggage that you bring to the table, that's what you'll be dining on. The initial image describes a power struggle if that at all.
I think the ads are dope and I wish I had clearer pics of the alternate images.
Adamus @ Jul 5th 2006 2:15PM
As a white Dutch guy, i don't see this ad as particularly offensive. The Netherlands doesn't have quite as long and colorful a history (pun intended) when it comes to racial tension as the US. Our racism, as stated before, tends to focus on different worldviews (mostly religion-based) than different skin color.
Of course my perspective is limited, as I'm white and thus not subject to much color-based racism.
drgray @ Jul 5th 2006 2:16PM
I don't think this has anything to do with race or ethnicity at all. It is just a contrast of color between the black selling behemoth and lighter (not in weight in color) black side. They chose a black woman not to be racist, just for contrast. Look at the white chick, she looks like she hasn't seen sun in years. So all you crying racism need to get over yourselves. okay?
molecule @ Jul 5th 2006 2:24PM
Why?
Edna Sednitzer @ Jul 5th 2006 2:28PM
I live in The Netherlands and given the current racial tensions here, this ad is definetly offensive. A couple of weeks ago, a poll was released with the figures of racism and xenophobia in NL. The figures were shocking. Something like 25% of the Dutch believed that foreigners are dirty. Another similar percentage believed that foreigners make cities worse when they moved in. Half of the population stated that they would only accept a white teacher for their children. Keeping that in mind, this ad IS offensive since it adds fuel to the fire in a society already highly divided by race and cultural differences.
Kevin @ Jul 5th 2006 2:29PM
1) How is this racist? It depicts a beautiful white woman struggling with a beautiful black woman. Clearly the white woman is in focus because this is the product attribute meant to be highlighted here. Are people interpreting this as "Sony is showing white women to be stronger than black women"? How absurd is that?!
2) In my opinion the agency here (TBWA?) is communicating the white attribute through attractive women [using great art direction]; plain and simple. I honestly feel there's no intent to stir public debate. No respectable advertising agency would risk a PR debacle for its client simply to increase viewership.
3) On initial viewing I took away a sexy white quality of the PSP; no sense of racism at all. But I guess that's me. Maybe because I'm not racist, live in NYC, and work in the advertising industry.
4) I'll end on a question. How is Sony to satisfy the charge of promoting a white version of its PSP? Won't any attempt at pitting this vs. the black version be considered racist? In the field of modern electronics black is certainly beautiful; although white has its moments. Wait, is that reverse racism?
[-Z-] @ Jul 5th 2006 3:19PM
For those who cant figure out why some people didnt find this racism, please dont call other moron or stupid, just because they have different mind set from yours. For once, open up your mind and see through cultural differences. For americans who suffered black slavery history, of course they will find this offensive but this ad is not shown in US soil, it's in Netherland, A country that thought to be more liberal. Put the same ad in some asia country, I'm sure most asians will find this less offensive as the american.
Ethan Thomas @ Jul 5th 2006 3:49PM
Is it racist? You know, why not? This morning, I decided I'd buy some powdered doughnuts instead of the chocolate covered ones. Here in America, that alone makes me racist. Its just sad and ridiculous how you can't do anything anymore without hearing racism brought into it. It is an advertisement for a PSP in white. That's all I see here. And since I have no interest in owning a white PSP, this ad just misfires and does nothing for me. Do I find it offensive? No. Is it debatably offensive to someone else? Everything is. Because unfortunately, there's a ton of people in this world who drag race into absolutely everything. Its just stupid and sad. I retain the same thought towards these ads as I did towards the whole Hitman advertisement debate: If you don't like it, don't buy it. But they have a right to market it any way they want. If you want an ad that doesn't offend anyone, then you can forget it. To me, this is well within boundaries, but bland and forgetable.
Austin @ Jul 5th 2006 3:50PM
blah blah blah, fan-boy blah, racial blah, 1 STAR blah
Christopher @ Jul 5th 2006 3:51PM
>> "designed to show this contrast in colours"
well even if they're not claiming white to be superiour to black (which going by the images they've chosen, they are), they're deffinately claiming there's a difference between the two. which i would assume is the basis of racism/discrimination?
Brian Sexton @ Jul 5th 2006 3:52PM
"Of course my perspective is limited, as I'm white and thus not subject to much color-based racism."
Being "white" or any other color does not preclude one from being the subject of racism. It does not even make it unlikely--at least not here in California.
max @ Jul 5th 2006 3:53PM
whatever happened to sony's great bravia ads. they really need to revamp their ad department or switch ad agencies.
Logical_thinker @ Jul 5th 2006 3:54PM
Nice article on the LocoRoco racism story.
Well said. Although I disagree with some parts of it.
Now you should do another piece on why the European PSP ad where the white chick is grabbing the black chick is'nt raicist at all.
Here is my take....
In Asia there is Japanese vs. Koreans vs. Chinese shit.
Then you have the Chinese vs. Taiwan thing.
Scottish hate the English.
India and Pakistan don't get along.
In America Black vs. White is still a large problem.
The point is that each country has a different cultural and historical background that makes us all unique.
The PSP ad shown in Europe claiming that "white is coming." may be offensive to Americans because of the whole slavery/Civil rights stuff, but to the Euros where similar thing never happend probably is'nt offensive.
How can black people born and raised in Europe feel offended by this ad when they don't have the knowlege or notion of black vs. white like we do in America.
This is why this ad is shown in Europe and not in the USA.
This ad probably is'nt that big of a deal in the first.....stupid Americans are overreacting.
Is the ad tasteless....yes.
Racist....no.
Krystal @ Jul 5th 2006 4:12PM
It's photographically beautiful and feirce. To bad everything has to get overcharged to make controversy. Damn Madonna she started this neiche market.
K.
Dirk Dorkelson @ Jul 5th 2006 4:16PM
"Oh my god, American people see what they wanna see apparently. No wonder a lot of people call americans preudish. For a country with an idiot as an ELECTED president, I think you should not look for things that are not there and don't worry about european advertising. I think europeans are more openminded that's all."
I think Europe's track record as of late demontrates race relations might actually be worse there than in the United States. As I mentioned waaaay back in one of the first 50 posts (which someone plagiarized recently and just reposted as his own comment), there were just weeklong riots in France stemming from the marginalization of that country's poor (mostly black) Muslim immigrant population. Before he was assassinated in 2002, Pim Fortuyn's anti-immigration (and widely seen as racist) rhetoric launched his political party to the front of the polls in the Netherlands, which is where these ads are being shown. Various parts of Europe have, for years, marginalized the Roma population. (Just go to Europe and listen how much the "gypsies" are demonized there.) There's all sorts of evidence to indicate that racism is just as much of a problem in Europe.
To sit and pretend that this is something that only offends Americans and that we should "lighten up" is frankly more insulting than the ad itself. I'm not much of a proud American these days with the wars and a bunch of other stuff I'm not going to get into, but in America we've got laws like the Voting Rights Act (currently the source of some debate in Congress, which is absurd) guaranteeing the right to vote and the Civil Rights Act banning discrimination in housing. And, like it our not, our heavily litigious society all but guarantees that anyone who's the victim of discrimination has legal recourse. There are protections for nonwhites in this country for which equivalent protections don't exist in Europe. And, as a result of that, a lot of the poor immigrants in Europe (many of them Muslim and from African countries) are marginalized.
So to sit here and pretend that Europe is this enlightened land where they don't have as much racism is a farce. It may seem like that, because racial discussions aren't as much of the every day dialogue. But some (not me; just playing devil's advocate, so spare me the hate mail) could argue that the lack of uproar/discussion about racial issues is an indicator of a less tolerant society, not a more tolerant one.
LaughingTarget @ Jul 5th 2006 4:18PM
Lee-
That is all well and good, assuming Sony can keep the ad exclusive in the nation of origin. With the advent of the internet, though, you have to build ads that are not offensive to anyone as that ad, which may be considered acceptable in the market of choice, will quickly spread to the worldwide viewer.
Chris @ Jul 5th 2006 4:43PM
As a black person for me the litmus test is if both people were the same color would it then be offensive. If not then how could it be racist, surely it cannot be simply because they are of different racial backgrounds.
I feel a need to not fall into the traps laid by the media to set us against each other just so as to boost their circulation; this is why I apply my own litmus test.
Rock Robertson (DJrock3k) @ Jul 5th 2006 4:50PM
1.) I'm black, american, and have travelled europe extensively.
2.)Racist? don't think so. Clueless (specially to american black/white cultural history obsession) Probably. To a suprising amount of rural euros, a redhead is already freaky weird enough... Besides, It's just a Cave Dwelling Scandahoovian maiden defending her cave from a girl warrior of the Sol people of the Mirror Desert
3.) HOT CHICKS FIGHTING. Sony wins at advertising again...
Comtar @ Jul 5th 2006 4:58PM
This would be racist, only if say... they had a black woman strangling a white girl and the ad said something like "Real power comes from being dark.... PSP!"
This isn't racist, concidering most the images are balanced between the two girls, this is just sex selling a product. Both the girls are representing the two colors PSP comes in, the black and white PSP should make love, not war... just like this ad!
PS: People like Morgan Freeman, Vin Diesel and Bill Cosby are right when they say we need to quit refering to people by their call, we are all human. End of story.
Chris @ Jul 5th 2006 4:59PM
Why make a controversial ad for a change in the outer-casing color of a two year old product? Pathetic.
DS has the upper hand from what I have read and I see a lot of innovative games coming out for the DS. What have I heard about the PSP? Oh yeah, the PSP movie disc fort is failing horribly. Way to go, Sony, for trying to use the PSP platform to sell Sony Movies and FAILING. Next failure up? Why it's the PS3 which overpriced to force Blu-ray down our throats. Predictions?
I dont want Sony to die; I want them to be a equally strong competitor to Microsft and Nintendo, but they have to first stop treating the consumers like we are their b**ch.
nixk @ Jul 5th 2006 5:06PM
My first (and ongoing impression) is WTF?! In any context, the image of a white woman grabbing the face of a black person shows a) dominance and b) condescension. Maybe other countries don't have the same problems with racism as the US, but here that sign would have been burned down by now.
If sony was really trying to distinguish between black and white there are plenty of other ways to do it.
Lee @ Jul 5th 2006 5:22PM
"well even if they're not claiming white to be superiour to black (which going by the images they've chosen, they are), they're deffinately claiming there's a difference between the two. which i would assume is the basis of racism/discrimination?"
Firstly it is not implied that white is superior, look at all three images? Plus there'll probably be more to come if what they've said is true.
And yes, they're claiming there's a difference between the white girl and the black girl, hmm, let's see if I can put my finger on it... oh yeah, that's right, their COLOUR.
Shockingly enough, black people are different from white people, and Europeans are different from Asians, girls are different from boys, you're mistaking difference for equality.
And Dirk, good stuff, but firstly the reaction will almost definitely be lighter anyway, because whilst there's truth in what you say, it's incomparable to the state and history of America, as well as the different in the factors of their population. Secondly, that's assuming that the ad is racist in the first place.
special k @ Jul 5th 2006 5:25PM
ABSO-FUCKING-LUTELY RACIST. This is what happens when there are NO people of color making key decisions at ad agency or client.
special k @ Jul 5th 2006 5:26PM
ABSO-FUCKING-LUTELY RACIST. This is what happens when there are NO people of color making key decisions at ad agency or client.
Tom B. @ Jul 5th 2006 5:31PM
If the headline of this post didn't contain the word "racial," I wouldn't have considered this ad controversial. In fact, maybe it isn't. Maybe it's just a sexy ad for a sexy game system.
I think we Americans are more sensitive about perceived racism because we know we're one of the few nations where that shameful practice thrives. And no one really seems to do anything about it. We'd rather pretend it doesn't exist and then get upset whenever a message or action might be construed as racially disparaging.
King Kong @ Jul 5th 2006 5:40PM
It's questionable at best, understanding that a large number of sales will be in a racially-sensitive U.S. market, and with recent concerns about ethnicity in many European countries (even if the latter issue is clearly about immigration, culture, and jobs.)
I'd probably be more upset about the sexism in the ad, since it's clearly a marketing ploy with no intention of racism. I just think that it's a stupid choice for a company with so many resources.
Tom B. @ Jul 5th 2006 5:44PM
Having said that, I don't think this ad would work in the U.S. for the very reason I mentioned above (and the reason this post exists). Americans are too sensitive to perceived racial discrimination.
Even if another shot were used (without the possible insinuation of white supremacy), the first thing an American audience notices is the "exploitation" of the two models based on their race. By which they really mean the exploitation of the black model.
Marshall @ Jul 5th 2006 6:18PM
Well, it looks like Sony's marketing has worked. Now everyone is worked up about it and boingboing.net has now posted links to this blog about it. I wonder if the ad execs predicted this reaction exactly as it's playing out now? First, some will be outraged or upset, then everyone will want to hear Sony's response... then more conjecture... All the while Sony's product is thrust into the spotlight. Like I said, looks like Sony's plan has worked.
- Marshall http://www.revolutionmotorsportstx.com
hambone @ Jul 5th 2006 6:27PM
I find all these "Europe/Holland are too laid back to think of racism" comments ironic, considering the Dutch were the most prolific entrepreneurs of the slave trade.
If a Dutch person looks at this ad and isn't ashamed of the subjection of black people, then they should be ashamed of their ignorance of their own history.
Justin @ Jul 5th 2006 6:42PM
Nintendo did the same thing when they were releasing controllers of different colors. However they did the ad by having warriors of contrasting clothes, not different races. This ad takes the same concept and inserts race to add controversy and try to stir up some publicity for their system that has been lacking it as of now.
Doriane @ Jul 5th 2006 7:05PM
Like it's been said, it seems to be a fair fight. Neither side is exactly favoured. The message is pretty much, "A new challenger has arrived."
If anything puts me on edge, it's the "racial clash" aspect of it. It has two people fighting each other because they look different. Something that I don't like to see.
Also, I don't see why Sony'd pit its products against each other in such a manner. They'd probably sell more units--and gain favour--if they released a series of racially inclusive ads. Or if they came up with an *original* visual metaphor.
Junebug @ Jan 9th 2007 1:32PM
Black and white exists in the world in many forms. I don't find this ad is at all racist. If you do think this ad is offensive, then you are way too sensitive and a real racist.
Dirk Dorkelson @ Jul 5th 2006 7:31PM
"And Dirk, good stuff, but firstly the reaction will almost definitely be lighter anyway, because whilst there's truth in what you say, it's incomparable to the state and history of America, as well as the different in the factors of their population. Secondly, that's assuming that the ad is racist in the first place."
I'm not really interested in arguing about whether the ad is racist. To determine that definitively, I think you need to know the intent of the artist or whoever conceptualized the ad. That said, the ad is insensitive and in poor taste. The sheer volume of comments on it testifies to that.
What I was interested in doing was counteracting the notion that those reacting negatively to the ad were a bunch of uptight Americans who live in an inherently more racist society. There's a lot of overt (and covert) racism in Europe. To go through life thinking it's this magical enlightened place that's superior in every way to the United States is childish naivete. (See also, Canada.)
Note: I'd prefer to avoid a lame-brained nationalistic debate about whether America or Europe is "better" or a discussion about who is "more" racist; let's just say that each geographical area has its own merits and faults and leave it at that.
kaws @ Jul 5th 2006 7:56PM
Who the F*CK cares? get over this politically correct crap.