Acura is now apologizing for running an ad seeking an African-American actor to play a car dealer who was “not too dark.”
The spot — which starred Jerry Seinfeld and Jay Leno and aired during the Super Bowl — was cast by an agency that sent out a casting sheet looking for a “nice looking, friendly, not too dark” African-American actor to play the role of dealer.
According to TMZ, Acura issued the following statement:
“We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials.”
The car company added, “We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor.”
As for the language “not too dark,” Acura says, “The casting sheet was only now brought to our attention.
We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand.”
What is the problem? Is there anything wrong with preference? We are to sensitive.