Draftfcb passes the Nivea buck in racism upset

One of this week's more regrettable water cooler conversations involved the latest Nivea campaign by Draftfcb in New York. In one fell swoop a single execution in Esquire magazine managed to offend black people around the world including Australia thanks to social media's 24/7 cycle.

Featuring an elegantly groomed black man holding his previous 'mask' of afro hair and an angry expression, the ad's tagline invites black men to "re-civilise" themselves. Seriously.

In an industry always aiming to push boundaries, achieve cut through and all that jazz, it is outrageous to think that the notion of black people as uncivilised, unless all natural characteristics are smoothed down, still persists. That this approach has any currency in 2011 is obscene and disappointing in the extreme.

An accompanying ad featured a similarly styled white man, also carrying a mask, with the tagline "Sin City isn't an excuse to look like hell" yet stopped short of the suggestion that a white man would need to "re-civilise" himself.

Nivea's parent company Beiersdorf USA released a statement saying: "We are deeply sorry for a recent 'Re-civilized' Nivea for Men ad. This ad was inappropriate and offensive. Diversity and equal opportunity are crucial values at Beiersdorf and we do not tolerate insensitivity. It was never our intention to offend anyone and for this we are deeply sorry. This ad will never be used again. Beiersdorf, as a company, represents diversity, tolerance and equal opportunity. Direct and indirect discrimination must be ruled out in all decisions and in all areas of the company."

It is unfortunate that this statement needed to be made at all.