Folks are vowing to never use Dove again after the brand released a controversial ad that was deemed “racist.”
In the digital advertisement, you see a Black woman take off her shirt — the woman then becomes white. The white woman then takes off her shirt and then becomes a light brown woman.
The visual making its way around the Web, however, only showed the first half of the video. So instantly, folks thought Dove was insinuating you can “wash off” the Black — a popular style of soap advertising in the 1880s.
— liam (@ariedward_o) October 8, 2017
— Claudia (@claud1a_1) October 8, 2017
The brand released a statement that read: “An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”
Several celebrities, including Christian Keyes, even took to social media to blast the company for their “shameful and blatant” ad. But come Monday morning, folks were speaking a different tune after seeing the visual in its entirety.
One user commented, “Y’all. It’s not even bad. I see what they’re doing now. I wonder if that’s the whole clip or they had even more skin tones. Seeing this, as it is now, y’all mad for no reason. Theyre getting heat for trying to be inclusive??? Come on now.”
Someone else wrote, “Umm sorry but am I only one who took the commercial as any skin color can use this soap.”
And while some defended Dove, others simply agreed that while it might not be “racist,” it was just a poorly executed ad. “Not offended after watching the video but I don’t see the point here,” one person posted.
Ava DuVernay even tweeted: “You can do better than “missed the mark.” Flip + diminishing. Deepens your offense. You do good work. Have been for years. Do better here.”