Nivea Responds To Outcry Over Racist ‘Re-Civilize Yourself’ Ad

by Verena von Pfetten | 1:54 pm, August 19th, 2011

Yesterday, we stumbled upon a Nivea ad which posited that black men with afros were not only unkempt, but uncivilized. It was, in other words, utterly offensive if not totally racist. In response, our very own Justin Fenner wrote what may be one of the most thoughtful and well-argued takedowns we’ve published on this site. And now Nivea has responded.

In a message posted to the brand’s Facebook wall, they wrote:

Thank you for caring enough to give us your feedback about the recent “Re-civilized” NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company.

While we’re glad this ad will never be used again, we’re not sure how “crucial” diversity and equal opportunity really are to a company that would put an ad like that out in the first place. Moreover, why does this keep happening?

But in the meantime, we’re curious. Justin’s post (and Nivea’s apology) have garnered more than 595 and 100 Facebook responses respectively — which means there’s clearly a lot of talking going on. What do you think of the ad and, more importantly, what do you think of Nivea’s response? Do you think they handled it appropriately? Could they or should they have done more? Let us know in the comments.

Nivea

Anonymous

I agree with Justin the ad was inappropriate and offensive and am glad Nivea pulled it. But what about the people who thought it up and those that approved it what does that say about their future judgement when it comes to ad campaigns, maybe the whole situation should be reviewed.
Anonymous

I agree with Justin the ad was inappropriate and offensive and am glad Nivea pulled it. But what about the people who thought it up and those that approved it what does that say about their future judgement when it comes to ad campaigns, maybe the whole situation should be reviewed.
Liz

How does this even happen without someone at the company stepping up to be like ‘ hey guys, I’m, um, pretty sure a lot of people will not be on board with this message and we might get pegged for releasing an insensitive ad. Response? They didn’t dispute it and claim it to be offensive and inappropriate themselves, so it’s accurate but still pretty baffling as to why then it ever came out in the first place. This response should have included a reason why even if it were ‘oops we tried to be in your face and edgy but it backfired’. Just my opinion…
Me

how did this idea even pass through without questioning prior to the release??
sade

was this ad definitely dreamed up by white people? how offended on dark-skinned people’s behalves would everyone be if it wasn’t?
http://pulse.yahoo.com/_NUKQKMKW2TDBVSB6KXRUIAHU3Q Mark L

Because the only thing wrong is blacks are sniveling little babies…..
http://pulse.yahoo.com/_NUKQKMKW2TDBVSB6KXRUIAHU3Q Mark L

True, blacks lack the cognitive skills to produce a television commercial. In fact, most of them are limited to scamming welfare, selling drugs, having babies to be supported by whites who work, smoking Newports and drinking 40 ounce bottles of cheap malt liquor.
http://pulse.yahoo.com/_NUKQKMKW2TDBVSB6KXRUIAHU3Q Mark L

Because there’s nothing wrong with it unless you’re overly sensitive.
http://pulse.yahoo.com/_NUKQKMKW2TDBVSB6KXRUIAHU3Q Mark L

What about the black actor? Don’t you think if it was so offensive he would have said something and refused the job? He’s the real racist here…..
sade

non se·qui·tur/ˌnän ˈsekwitər/ Noun: A conclusion or statement that does not logically follow from the previous argument or statement
Magemay02

Mark, you sound extremely well educated. Ignorance is clearly not in your vocabulary…in case you couldn’t catch on, that was sarcasm. How can you honestly, as well as confidently stereotype such a large, diverse group of people. I’m going to assume that you are one of those people who think “white” is a nationality. I would put a bet down, that if you look back into your lineage, you would find one of those scamming, drug dealing, baby popping people you speak so highly of, are actually in your blood line. I have seen plenty of trashy “white people”, Asians, Mexicans, Italians, Australians, Germans, Canadians, Spanish, Swedish, etc. people throughout my life. Only difference is if it’s Russian or Italian, it’s called a mob instead of a gang, and glamorized by the public. People in general, can be disgusting, selfish, ignorant, greedy animals…and you prove this point perfectly. Next time you make such a bold statement, you may want to have your facts straight, because this BLACK, college educated, non-smoking, non-drinking, no kids, corporate working woman just so happens to not agree with you.
Tellis

WOW a true racist biggot! Got to hell in a wooden basket!
Tellis

Because the only thing wrong with you is your racist!
Tellis

Oh wait please excuse me! I don’t want you to think I’m ignorant…… I meant You’re Racist!! You jackass!
Sillychick

I’m sorry but NOT OFFENSIVE at all. This ad is a spoof of the original http://underwhatconditions.blogspot.com/2011/08/nivea-ad-after-ferd-got-done-with.html

lmao
PJ

I’m assuming you mean the model. He wasn’t necessarily aware of what the final product would be, as is the case with many models.
http://pulse.yahoo.com/_PS4MBUP4KZMJGEP4LMCQN7GGQI elizabeth

BLACKS?????????? Where and by whom were you raised? That is a rhetorical question, because the obvious reply is, “in a cave by wolves”. WOW!

Nivea Responds To Outcry Over Racist ‘Re-Civilize Yourself’ Ad

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