Asian Groups Respond to SalesGenie Bowl Ads

Response to SalesGenie.com's offensive and just-plain-dumb Super Bowl commercials has been a bit more muted than I expected, for a good reason. While groups representing Asian Americans are plenty disgusted by the ads' crude ethnic stereotypes, they're also reluctant to give the spots more exposure than they've already received.

"We're presently considering how to respond without just giving the company what they want, which is of course publicity," says Phil Lee, president of the Media Action Network for Asian Americans. (His is the group that led the protests after comedian Sarah Silverman told her infamous "I love chinks" joke on late-night TV. "It's not just about responding that the ad is offensive or stupid, but trying to explain why."

An aside: I understand the unwillingness to play into an outrage-based marketing strategy, but let's keep in mind that 97 million people have already seen these ads; they don't exactly need the extra exposure. How about this for a compromise: We can all work together to make sure this post becomes the top Google hit for a "SalesGenie" search?)

Meanwhile, OCA, the group formerly known as the Organization of Chinese Americans, has just released a statement rolling up the SalesGenie ads with Bud Light's "foreign accent" spot." The full statement follows.

OCA DISAPPOINTED WITH NEGATIVE IMAGERY IN SUPER BOWL ADS
WASHINGTON DC--OCA, a national organization with over 80 chapters and affiliates across the country dedicated to ensuring social justice for Asian Pacific Americans, spoke out today against the frequency of ethnic stereotypes featured in advertising during this year's Super Bowl broadcast.

"We were disappointed that some advertising during last weekend's broadcast of the Super Bowl, a quintessential celebration of American sports, did not celebrate American diversity but instead exploited our differences for a cheap laugh," said Ginny Gong, OCA National President, "We call on companies to exercise sensitivity and stop the use of such stereotypes in future advertising."

Among the objectionable commercials were ads featuring pandas with stereotypical Asian accents and a character named Ramesh who spoke with a stereotypical Indian accent and had eight children, and a commercial featuring a cast of immigrants "learning" how to talk to American women.

This year's Super Bowl was the most watched sports event and the second-most watched TV program in US history, with an estimated 100 million viewers on Sunday night. "Those ads incorporating stereotypes of Asians Pacific Americans, and other minority and immigrant groups are all the more damaging because of the huge audience watching the game," said Michael Lin, OCA Executive Director, "We hope that in the future, companies will consider the potential negative effects of their advertising."

Founded in 1973 as the Organization of Chinese Americans, OCA is a national organization dedicated to the social, political, and economic well-being of Asian Pacific Americans in the United States.

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