HISTORICAL REAPPROPRIATION:
"Chairman Ben"
Just Wait Til The Daily Show's Larry Wilmore Hears About This!
Mars is revamping the original spokesmodel for Uncle Ben's Rice. Instead of being a smiling, servant "Negro", he'll just be "Ben", big-baller of a psuedo rice company.
That's the stupidest thing we've ever heard.
Yeah that's right, we said it!
In fact while we're at it, give us back the old ain't-jo-mamma-on-the-pancake-box! No matter how much we try to forget our past, our past has a way of keeping us real. Exhibit A:
While the idea is to overturn stereotypes of Blacks while retaining Uncle Ben's recognizable marketing iconography, tell that to our ancestors who taught us that it's not what they've called us family, it's what we've chosen to answer to that matters.
The campaign, masterminded by TBWA/Chiat/Day and president of Mars' food division Vincent Howell (himself African-American), just launched on Uncle Ben's website.
That Uncle Ben has a website is funny without going any further. But here's a nutty thought - how about Mars sponsoring an online literacy campaign for inner city black youth who can't even spell "Uncle" let alone know what a CEO Chairman is. How about teaching them about stereotypes and the power of images and racism. Nah! Too much like right.
The new site allows visitors to stroll through Ben's opulent office, complete with 20" flat screen monitor and leatherbound appointment book. You can even leaf through his memos and appointments. In weeks to come, ads will feature "full-body digital versions of Uncle Ben."
Maybe they'll have games for our children to play on the site: "Lynch the Mandigo", or our favorite "How Much Cotton Can You Pick In 60 Seconds."
Click on Uncle Ben's to see for yourself. We're on our way to get lunch at Sambos!
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