McDonald’s can officially kiss my Black Ass.
I see the world in Black and White…and Brown and Yellow…and sometimes when in an Indian Casino I see the world in Red. I’m into race…which is a simple way of saying I am into people and culture. I love the little things that distinguish us as people and how we sometimes make those little things into huge divisions. One of the things I love to examine is the way advertisers market to each racial group…and often times nothing is more infuriating than the way big brands advertise to Black Folks.
I first encountered it as child while watching Saturday morning cartoons. Fred Flintstone and Barney Rubble were featured in a new commercial for “Fruity Pebbles.” But this wasn’t the loud mouth/woman beating Fred I knew…no…this Fred had dark shades, a large gold rope chain, and was rapping with his “nigga” Barney Rubble.
When I was a child I spoke as a child, I thought as a child, but when I became a man I would have told that child that Fred Flintstone rapping is some, “bullshit.”
The way they market to black people is sometimes so wrong it makes me laugh. I used to play a game with my college roommates regarding black focused commercials. The game was simple, how many brothers could we see on TV either dancing, yelling or eating…dancing always placed first.
This year’s crop has been especially bad. If you have been watching NFL football you have certainly seen the commercial with the Black Husband and Wife. While opening a Christmas gift the brother accidentally cuts himself and being a diehard Packer he bleeds Green Bay Green and Yellow. Nothing is wrong with the concept. A man loves his team so much he bleeds the team’s colors. The only problem is they have this husband and wife duo sounding country as hell and the brother is giggling throughout the commercial like Nat Turner watching his first Interracial Gang Bang. I have to ask myself…is this the best idea they had?
But nothing is pissing me off more than good ‘ole McDonald’s. Yes, the same company that brought us “Calvin” in the 90′s is at it again.
You remember Calvin don’t you? He was the young brother from the corner who was headed for a life of crime until he got a job at good ole Mickey D’s. The hood was so proud of Calvin, and people cheered like Calvin was Maximus in the movie Gladiator as he walked to work. C’mon. Are you serious? Go to any hood in America and the brother who works at McDonald’s is NOT a hero, in fact, you’d get more respect being unemployed than working for Ronald McDonald. The brother who works at McDonald’s is getting zero trim from working fries and the register. Which is ironic because all the brothers I have seen working at McDonald’s try a little tOo hard to be “cool” at work. The company issued cap is cocked to the side and instead of the customary McDonald’s jacket, my man has a Rocawear hoodie on while he takes orders at the drive through.
So now…my critical eyes and ears are exposed to some more bullshit on TV, and this time it’s these Keith Sweat ballads about McNuggets. The main character cries and wines about his woman skipping out on him to eat McDonald’s and her refusal to share. So let me get this straight. Dude’s woman is cheating on him with a 10-piece McNugget meal? So what does the commercial say about Black people?
- That we cheat on each other is the first thing to come to mind, and while my experiences have told me that this is true, I do NOT need Ronald confirming it for the rest of America.
- There we go singing again and…
- While other races sing “Food, Folks and Fun” and “Have you had your break today?”…we sing “Why won’t you share your love with me?”
Am I trippin? Or does mainstream media put a little coon in how they advertise to us?