The Feed a Child commercial made by Ogilvy has been the talk of online today. The ad shows a white (obviously affluent) woman sitting in her grand home, feeding a black child in a similar manner as one would a dog. According to the ad agency it ‘was created with the aim of drawing attention to the extremely important issue of malnutrition in South Africa. It was not our intention to offend in any way and therefore we unreservedly apologise for any offence caused.’
The commercial has definitely creates a lot of buzz, be it for its obvious derogatory nature or the fact that dogs eat more than some of South Africa’s children. Using shock value, Ogilvy certainly got their client’s message across – and people are talking about Feed A Child SA.
Is it every appropriate to use racism/derogatory imagery to drive home a message? Let us know what you think.