Blackface, Cupcakes, Duncan Hines…Oh My
Beloved baking brand, Duncan Hines, released an ad on YouTube titled, “Hip Hop Cupcakes”, for their NEW “Amazing Glazes”. The ad, released last week was quickly pulled. Very reminiscent of Blackface found on minstrel shows, the commercial featured chocolate frosted cupcakes with exaggerated eyes and red lips humming a tune. Critics and consumers have spoken and the controversy surrounding the so-called “racist” commercial is not as entertaining as the director hoped the commercial itself would be. “I wanted to create an entertaining and engaging way to show bakers that this glaze makes everything you top taste better and more exciting,” says Josh Binder, who directed the video and came up with the concept.
Binder’s explanation is weak. This commercial demonstrates a clear lack of research. Simply surveying consumers may have given the company a general sense of feelings about this ad. I think the ad shows a slight sense of insensitivity towards the African-American community but maybe the African-American community is being too sensitive. I think not but I am sure others beg to differ. Either way the ad was pulled, and I am proud of those who spoke up. I appreciate a good opinion especially when it gets results and makes a difference.