Thursday, August 2, 2007

Intel apologizes for racist? ad

Who's apologizing now?

Intel for this ad via Consumerist:

Intel's intent of our ad titled "Multiply Computing Performance and Maximize the Power of Your Employees" was to convey the performance capabilities of our processors through the visual metaphor of a sprinter. We have used the visual of sprinters in the past successfully.

Unfortunately, our execution did not deliver our intended message and in fact proved to be insensitive and insulting. Upon recognizing this, we attempted to pull the ad from all publications but, unfortunately, we failed on one last media placement.

We are sorry and are working hard to make sure this doesn't happen again.

Nancy Bhagat Vice President, Director of Integrated Marketing

Response from Gawker:
Secondly, is the ad it racist? Yes it is. As a slow white man, it offends me to the core of my whiteness. What, Intel, I need to install your Duo Processor thingy in my computer to have the work-speed of a cloned black sprinter, and thusly appease my khaki-panted boss? You know, sometimes, slow and steady wins the race. (Yeah, I know, the best marathoners are Kenyans. Shut up.) Plus, the black men's rippling musculature forces me to contemplate my own physical inadequacies