'Racist' Australian KFC Commercial Pulled: Was the Fried Chicken Ad Really Racist?
Axed KFC Cricket Commercial One of a Series of Similarly Themed Ads
Why People Find the KFC Ad Racist
The commercial opens at a sporting event, with a distressed white man, named "Mick", sitting in a crowd of celebratory black people. Mick then says, "Need a tip when you're stuck in an awkward situation?"
Some people were offended because they think that the "awkward situation" Mick is referring to is being in a crowd comprised of a different race. Then he hands the crowd a bucket of KFC fried chicken. The crowd calms down and Mick says, "Too easy."
Allegations of racism started flying all around YouTube and the Internet. KFC Australia pulled the ad and issued a press release stating the commercial "has apparently caused offense, particularly in the United States, after a copy of the commercial was reproduced online without KFC's permission."
The reason the KFC commercial offended American viewers is that there is a racial stereotype in the United States that black people love fried chicken. Many saw the ad as a white man 'shutting up' the crowd, by using a supposed weakness towards fried chicken.
Why the KFC Commercial May Not Be Racist
Taking in all the facts may absolve the commercial of racial undertones. KFC Australia is a sponsor of the cricket team and the commercial is taking place at a cricket match. KFC's bread and butter is fried chicken. So it is not unusual that a bucket of their product would appear in the video. It is even expected that KFC will expound on the awesomeness of their chicken and how it can absorb a crowd.
The lone white male in the commercial is supposed to be a fan of the Australian cricket team, who is playing the West Indies cricket team. He is sitting on the West Indies side. His "awkward situation" is all about sitting in the rival team's cheering section.
According to EveryCulture.com, "Blacks make up 80% of the population in the British West Indies and 90% of the population of Haiti."
Given the small section of people shown in the KFC commercial, the racial demographic of the crowd was fairly accurately portrayed.
The KFC commercial was also intended for Australian audiences, who have different cultural references than the United States. America's negative connotations in regards to fried chicken may not register with them. Even if they are aware of it, should they let it infect their culture?
The Supposed Racist KFC Commercial Was One of a Series
As a cricket sponsor, KFC Australia has a whole series of 12 commercials similarly themed to the one they pulled. They all star "Mick" in KFC's Cricket Survival Guide. All of the advertisements portray situations an Australian cricket fan may get into and how KFC's products may help.
A common theme in the commercials is how KFC's chicken is so tasty that it will get you what you want. It will shut up people talking during the match, make the presence of in-laws enjoyable and even allow you to view the game from the sidelines. Just as in the supposed racist KFC commercial, Mick offers chicken to people around him.
So was the KFC commercial racist or was it just a guy sharing his fried chicken? You can watch the 'Racist' KFC Cricket Ad and decide for yourself.
Sources:
www.kfc.com.au/about-us/news-kfc-cricketcommercial.asp
http://www.everyculture.com/North-America/Black-West-Indians-in-the-United-States-Orientation.html
http://www.kfc.com.au/cricket/index.asp
www.youtube.com/watch?v=FPb7zdKJ-Dw&feature=player_embedded
Published by Tamara McRill
Tamara McRill is a freelance writer focusing on news, politics, lifestyle and business. Tamara began her career writing for newspapers, including a brief stint as a sports editor, but is now reaching lar... View profile
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9 Comments
Post a CommentOh some people need to get a life. "White" people in America love fried chicken too; I'm "white" and I eat my share. How can all the people in the media be aware of all the cultural sensitivities in the world? This article is an intelligent look at the issue.
KFC, and it's ad agency, should have been aware that others, besides Australians would eventually see this spot. The fact that KFC does not air such a spot in the U.S. is evidence that the Australians open-minded and diverse attitude is not universal. Does anyone expect to see a similar spot featuring a lone white Wisconsin fan amongst a group of black Grambling fans?
I had not heard of this. What a bunch of nonsense. Good reporting.
Thanks for this. As an Australian and a cricket fan the outcry has been rather offensive, especially given the respect and admiration felt by Australians for West Indians, cricket team and their exuberant supporters alike. (Quite the reverse of what we perceive as the American racist issues affecting African Americans.) As you say, there has never been any racist connotations associated with fried chicken in Australia. Its sad that American cultural imperialism now stretches to force the rest of the world to embrace their racist perceptions as well.
Very good article, well written!
I don't think it was racist at all; that's an egocentric American view. The Australians play the West Indies in Cricket. The fried-chicken stereotype is a southern American thing; I didn't know it extended to the West Indies.
What an excellent article. Good work.
Ha ha, David. People should grow some thick skin, for crying out loud. Bunch of oversensitive babies. Question. Were the celebratory black people offended?
It was DEFINITELY anti-chicken.... both light and dark meat!