Tuesday, October 11, 2011
Gerber: Meek Dumb Whites Get Schooled By With-it Blacks
Look at the framing job at :01. Not only did they cast a middle-aged, chubby white guy, but they just had to wedge him between darkened silhouettes. They could have shown him surrounded by happy, friendly faces, but instead they chose to put him amid a hazy sea of obscurity. The effect is not very flattering.
While he looks so adrift, he asks, tentatively, about the uncertain future.
Contrast this with the black guy at :06. He is surrounded by attractive women, and he and his wife are the stable, giving, bestowers of sage advice.
The white guy is so expendable, he doesn't even appear again in the commercial. You only see his supposed wife who sides with the black advice, urging her witless husband off-screen that they need to get hip to the program ASAP.
Another version of the Gerber commercial excises the white male altogether. The effect: three women, two of them white, having a coffee-talk with a wise black guy. Maybe the white guy is hidden behind the glass cylinder thing at :03, but you don't really know for sure, do you?
Hat tip to an anonymous commentor.