Why Isn't The Malibu Ad Racist?
13 Oct 2003
[748w]
The current screen ad for Malibu rum begins, as others in the series, with the question "imagine if we Caribbeans took life as seriously as the rest of the world". We see half a dozen men gathered round a small beach bar built from corrugated iron and decorated with bead curtains. They wear faded but colourful shirts, shorts and sandals. A woman, behind the bar, is rotund and has a flowery dress and a peppermint green headscarf. None of the people has the stereotypically handsome or beautiful face one finds in most advertisements. In fact, one might imagine they had been chosen to provide different examples of divergence from the classical norm. Many are grizzled, fat, or missing teeth.
A telephone rings, and one of the men speaks into a very large mobile telephone receiver - a grotesque parody of a mobile telephone, perhaps modelled on an early cordless apparatus. Then there is a series of vignettes in which each of the people in the bar uses, or boasts to his friends about, his telephone. "My phone have three hours' battery time", says one man, pointing to a car battery on a trolley. "I'm going hands free" says another, mounted on a donkey, his telephone strapped to his head with black tape. All exchange banter and dismissive epithets. Intercut, the first man moves about repeatedly shouting "can you hear me now?". In the end he is wading through the chest-high rollers, still trying to get a signal, as the authorial voice remarks that "Malibu is seriously easy going".
Malibu is to appeal to us as part of a life lived by people who know nothing of hard work and the winning of a place in the cosmopolitan world; it hopes to make us laugh by doing what all jokes do: putting a thing we know in a light we didn't expect. But the reason it thinks this joke works is because it thinks our preconception of Caribbeans is that they are not people who use mobile telephones. Other ads in the series play a similar game with punctuality and designer fashions. Caribbeans getting angry when the bus runs late, or spending money on stylish clothes, is meant to be ridiculous (the joke would fall flat if they were German, no?). And because it depends on that received idea, it tends to perpetuate it.
And you don't need me to tell you that it is an egregiously false idea. The Caribbean is a culturally and athletically rich country, its economy based not just on tourism but on agriculture and financial services. It gave the world, for example, Derek Walcott, V S Naipaul and Arthur Lewis. It is also a region blighted by violent organised crime, some of which is exported. The Caribbean includes principally Hispanic countries like Cuba, as well as large communities of Indian extraction. It's a complex, serious, grown up place.
Whereas the Malibu ad re-inforces a mistaken and condescending idea of the Caribbean in general, and its black inhabitants in particular. On the face of it, its morality and appeal are those of the Black and White Minstrel Show.
Yet it is evidently not racist. We have laws against racism, and these laws, on the rare occasions they need to be called in aid of social convention, are enforced with exemplary rigour, particularly in the cinema and on television. This ad which would have provoked right minded student activists to walk out of the cinema twenty years ago is now not thought racist by those employed by the State to tell the difference.
Perhaps this is a Good Thing. In thirty or forty years we appear to have travelled a path from the point where that kind of stereotype was thought reasonable and funny, through a time when it was rightly considered wicked, to a point where it doesn't matter again. Perhaps now it's like making fun of Germans for being efficient and boring or Englishmen for being eccentric and repressed. Perhaps Caribbeans have joined the ranks of people you can make jokes about. After all, Goodness Gracious Me is not thought racist, and that's only contingently because it's a programme made largely by people of Asian ancestry. Maybe everybody now is so comfortable with the true picture of what the Caribbean is, that the untrue stereotype is a pure joke, making no contact with our deeper attitudes. I hope so. But I do also hope we haven't lost the power to ask the question.
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Появление российских бомбардировщиков Ту-95, совершавших очередное патрулирование, у воздушной границы Канады оказалось неожиданностью для канадских ВВС, пишет 30 июля The National Post.
Как заявил министр обороны Канады Питер Маккэй (Peter MacKay), "неожиданное появление" российских стратегических бомбардировщиков встревожило канадские ВВС, из-за чего с аэродрома в Квебеке для сопровождения Ту-95 были подняты два истребителя CF-18. Он также отметил, что самолеты ВВС РФ неоднократно пролетали в непосредственной близости от воздушной границы Канады, однако в этот раз траектория их полета была необычной.
По словам министра, в прошлые разы российские бомбардировщики подлетали к западному побережью Канады, в то время как сейчас подошли к восточному. В Командовании воздушно-космической обороны Северной Америки (NORAD) предположили, что такая нехарактерная траектория полета может означать, что российские самолеты провели в небе более 40 часов.
Маккэй также отметил, что российская сторона не уведомила Канаду о полете Ту-95. В то же время министр заявил, что российским бомбардировщикам был дан знак - при любых обстоятельствах канадские истребители готовы вылететь им на встречу. Между тем в посольстве РФ в Канаде подчеркнули, что канадским ВВС было известно о намечавшемся полете российских Ту-95. "Полет проходил в международном воздушном пространстве. Ничего страшного не произошло", - цитирует The Toronto Sun пресс-атташе российского диппредставительства в Оттаве Сергея Худева.
Отметим, что этот полет российских стратегических бомбардировщиков Ту-95МС действительно продолжался 40 часов, как предположили в NORAD. Как сообщалось, за этот период, ставший новым рекордом продолжительности полета, бомбардировщики пролетели над Атлантическим, Северным Ледовитым и Тихим океанами, а также над Японским морем.
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Mags wrote on 22 Jul 2010
If the advert was racist would the guys who starred in surely not have noticed this and voiced a similar opinion to yourself?
Do you not think, as a clearly intelligent male, you would have just preferred a portrayal of the carribean as a nation of the deep thinkers we know you to be..... that would be great but would take away from the more important view we have of you as being true enjoyers of life .... and of Malibu. The whole point of the ad was for people to lighten up and not take life so seriously .. you must have missed that ;)
I have a degree in Law but given a few Mailbu's I would rather be happy and entertaining than the geek I am at heart.
I know i'm smart, it matters not what others think of me :)
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One must think about who created the ad and who the target audience was. People who are unaware and ignorant about the realities of third world countries. Please watch the documentary Life and Debt by Stephanie Black to understand the issues in Jamica - you will find that life in Jamaica, in fact, is taken very seriously.
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Discrimination Racism Fraud Allowed at the
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fact wrote on 27 Aug 2008
Discrimination Racism Fraud Allowed at the
“/ MALIBU/ Polar Ice/ Lamb's/ Wiser's"
Distiller Hiram Walkers "A Pernod Ricard Company"
and the C.A.W.
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Susan W wrote on 22 Apr 2008
Obviously you don’t understand what is going on in Jamaica.
You have your head so far up your ass that you can’t recognize poverty,
I am sure these people would rather have than not to have...
wrote on 16 Apr 2008
If you understood even modern day global cultures, you would realize that it is only in our western society that we work so hard we don't take time to enjoy life. Almost every other culture takes time out during the day to rest, relax, or take much needed time to just de-stress. The malibu joke is more at us, not the jamaican people.
Mr. History wrote on 16 Apr 2008
obviously non of you understand the history of Jamaica. Nor do you understand the delights that so many Jamaicans take in enjoying life. Your logic is not only flawed, it is a joke unto itself. Educate yourself before attempting to debate the status of racial comedy vs. history of the accepted norm.
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Sarah - that's exactly why he says the joke would fall flat, you worthless fuckwit - because it would be true to [our stereotyped perception of] life.
Sarah wrote on 18 Nov 2007
The joke would fall flat if the ad depicted Germans because they would get "angry when the bus runs late";it would be true to life, not absurd. Your logic is a little flawed here.
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Hiram Walker Lawsuit wrote on 19 Oct 2007
Lawsuit filed against Hiram Walker and Sons, producer of Malibu rum for fraud and racial discrimination.
There are only 4 Black employees working in the plant and the last one was hired in 1988.
Should this company be allowed to make a mockery of Black people to sell there their products?
I don't think so!!!
for more information go to the michigan chronicle
wrote on 19 Oct 2007
Susan Weir wrote on 19 Oct 2007
Lawsuit filed against Hiram Walker and Sons, producer of Malibu rum for fraud and racial discrimination.
There are only 4 Black employees working in the plant and the last one was hired in 1988.
Should this company be allowed to make a mockery of Black people to sell there their products?
I don't think so!!!
Susan Weir wrote on 19 Oct 2007
Man charges Hiram Walker with fraud/discrimination...they make Malibu Rum African American man with dual American and Canadian citizenship
Court of Justice against Hiram Walker and Sons and seven individuals, charging that the defendants have “repeatedly ignored, disregarded and attempted to conceal” his complaints of discrimination, harassment and unfair treatment.
Derrick McBounds, an employee at Hiram Walker from 1985 to 2005, filed his lawsuit in July. He also alleges that the defendants — who include the head of the CAW local to which he belonged — failed to “exercise due diligence in investigating his complaints, and in taking prompt, effectual and reasonable steps to appease work conditions constitutes the negligent infliction of mental suffering,” and in the case of Hiram Walker a failure to provide a work environment free of harassment and discrimination.
McBounds seeks more than $1 million in damages.
McBounds, who visited the Chronicle with his wife, Michelinne, said he was the first Black male to work for Hiram Walker, which had approximately 800 employees. There are currently only four Blacks employed there, McBounds said. The last was hired in 1988.
“It was pretty obvious what was going on in there with their hiring, because Windsor is the fourth largest ethnically diverse city in Canada,” McBounds said. “And this place (Hiram Walker) has been in operation since 1858.”
McBounds, who left Hiram Walker on June 16, 2005, alleges that the continual harassment included incidents surrounding a workplace back injury sustained in the 1990s.
He said a safety manager at Hiram Walker refused to accept the work restrictions imposed on him by a Black orthopedic surgeon because the manager allegedly said the doctor could be McBounds’ brother, uncle or cousin.
In the end, he left on advice from his doctor, but said he’d stayed so long because the job paid between $60,000 and $70,000.
McBounds also said Canada used to have something similar to affirmative action called the Employment Equity Act, which was implemented in 1995 by the Liberal Party. The Tory party subsequently abolished it.
“There is still a form of employment equity in Canada. However, people who work for the CAW are not eligible for it because they have a collective agreement,” Michelinne McBounds said. “So if you have a collective agreement in place they feel that that’s your law.”
McBounds alleges that the CAW and Hiram Walker are in collusion and have decided to hide the allegations and lie about them.
“At the end of the day they came up with an investigation report, and that investigation report only came about because they were put under pressure because of Fortune Brands and Pernod Ricard, which are the world’s two largest alcohol producers.”
When McBounds first made his allegations and sought help from the union, a British company called Allied Domecq owned Hiram Walker. The French company Pernod Ricard, with North American head offices in Purchase, N.Y. (and the Canadian company Corby Distilleries Limited representing its brands in Canada) subsequently purchased Allied Domecq. Some assets were also purchased by Fortune Brands in Deerfield, Ill. McBounds said it was a $13 billion or $14 billion deal.
Michelinne McBounds added that the company and union both claimed there were no allegations of racial discrimination, despite being presented with a thick three-ring binder containing copies of both written grievances and written responses.
“The greivances actually state, ‘I no longer wish to be discriminated against in future postings,’ and the company responds with ‘this greivance is untimely and improper.”
Calls to both Hiram Walker and the CAW were not returned. A spokeswoman for Pernod Ricard USA acknowledged awareness of the case, but added that her company believes there is no merit to the allegations.
“Beyond that we have no comments in regard to the lawsuit,” the spokeswoman said.
At press time, a court date had not yet been set.
fqbmv dblhnsf wrote on 6 Oct 2007
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dfnvgbxut ojcyisw wrote on 2 Aug 2007
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sesso con cavalli wrote on 21 Jun 2007
pagine piuttosto informative, piacevoli =)
figa wrote on 13 Jun 2007
Du musst ein Fachmann sein - wirklich guter Aufstellungsort, den du hast!
plain wrote on 17 Apr 2007
Luogo molto buon:) Buona fortuna!
sardinia wrote on 15 Apr 2007
Stupore! Amo questo luogo!:)))))))
arch wrote on 14 Apr 2007
Du musst ein Fachmann sein - wirklich guter Aufstellungsort, den du hast!
postali wrote on 10 Apr 2007
Interessare, molto interessante. Come avete fatto questo?
naked wrote on 8 Apr 2007
9 su 10! Ottenerlo! Siete buoni!
verona wrote on 19 Mar 2007
Stupore! ho una sensibilitа molto buona circa il vostro luogo!!!!
cannavaro wrote on 17 Mar 2007
Lo trovo piuttosto impressionante. Lavoro grande fatto..)
bologna wrote on 15 Mar 2007
luogo interessante, soddisfare interessante, buon!
napoli wrote on 13 Mar 2007
E evidente che il luogo e stato fatto dalla persona che realmente conosce il mestiere!
Giorgia Palmas wrote on 5 Mar 2007
luogo interessante, soddisfare interessante, buon!
totti wrote on 26 Feb 2007
Dein Aufstellungsort verdient nur gute Woerter. Danke.
bambini wrote on 24 Feb 2007
Lavoro eccellente! ..ringraziamenti per le informazioni..realmente lo apprezzo: D
dizionario wrote on 22 Feb 2007
Nice site you have!
interfaccia wrote on 17 Feb 2007
Lavoro grande con il luogo! Siete il padrone!
Georgie wrote on 30 Jan 2007
My first encounter with a Malibu ad was the one with the mobile phones. Admittedly, it had
me in stitches for days. But I do agree that it is perpetuating the common misconception
that people who live in the Caribbean spend all their time on the beach with coconuts. I'm
Jamaican and I moved to England when I was 17 (I'm now 23) and the school I went to here
was in a tiny caucasian village. There were four black people in the entire school. Obviously
I was one of them and the other three were siblings from the same family. I distinctly
remember being asked if we have cars in Jamaica. There were a few other questions asked
and comments made that left me wondering if their sources were just joking or if they were
actually serious. I had to contend with countless references to Bob Marley and inevitably
the age old question 'Is weed legal in Jamaica?' It would shock a LOT of people to know that
in the Caribbean we have high rise buildings, access to the Internet, elevators and even
designer clothes. But the Malibu ads do have a point... Caribbean people are much more
easy going than their first world counterparts. If that helps to sell some rum and maybe
even indirectly boost tourism in some of these countries then I don't see the harm in it.
Leon wrote on 14 Nov 2006
Excellent post. You hit the nail right on the head. I am Jamaican blogger and I wrote a post about it.
Laila wrote on 6 Nov 2006
Forgive me if i come off as a bit short about this piece, however i feel that it is quite misguided. I understand that these
commercials are meant to be entertaining and all in good fun, but please i beg of you people to look deeper than the corporate
effort to use humor to disguse their condecending and indeed boarderline racist ideas of West Indians. For those of you who have
read Frantz Fannon, you should be aware that it is indeed quite difficult to successfully make fun of the "norm" whick is in fact
the corporate whites. And as these commercials are likely made by that group, the minority is absolutely the butt of all these jokes.
As an islander myself I find these commericals most offensive, because this region unlike England and Germany or any of the other
places mentioned in this article, the Caribbean is an area which is considered third world, and the opportunities for natives of the
region are few. The do not dress in faded, tattered clothes or have missing teeth because it is fashionable and convenient. The
are that way because they have no choice, so as true as these things may be, I do not feel that they should be glorified or parodied
Michelle wrote on 4 Nov 2006
As a fellow Caribbean person, some of you really need to stop take life so seriously. Anyone who is educated about the rest of the world knows that most people in the Caribbean are laid back and laughs at mostly anything. It amazes me how so many Americans take things and make it into something so serious. "Jeezanages man relax yuhself ah lil bit nah."
Tugboat Phil wrote on 30 Aug 2006
Having grown up in West Virginia, I ma used to ads depicting us as all a bunch of toothless, inbred hillbillies. While there are those kind of folks living there, not all are. Having said that, I don't get my shorts in wad when I see ads, skits and other such venues. I often find them hilarious, as there is some reality in them.
Jeff Foxworthy has made a killing with his "You might be a redneck" routine, because those of us who are or live amongst them, see the humor in it. I have been to several different islands in the Caribbean, and I have seen people who looked and acted like those in the commercials. I have also seen lawyers, bankers, doctors and other professionals there, and do note the difference.
I am not college educated, spent 22 years in the US Navy and have seen the poorest of the poor and the rich and famous. Given the general stereotype of both groups, I would rather spend my time with rednecks and the Islanders depicted in the Malibu commercials, than those who tread the halls of power.
If you liked the Malibu commercials, you'll have to like the Tractor Supply Company claymation series http://www.mytscstore.com/outhereworld/view_clips.asp?clipname=FenceDown&speed=low
evo wrote on 28 Aug 2006
you guys are so sad, have you nothing better to do than to than
to make up more racism subjects to complain about. i mean come on! grow
up a little and stop throwing around these childish slanders
about who or what is racist
Verona wrote on 27 Aug 2006
Taken in the right context I believe that one would see that what the commercial is doing making sport of Americans who are so uninformed about the rest of the world. Those of us who are from the Caribbean and still live there are much better informed about the world than the average American-white or black. We really aught to lighten up and learn to laugh at ourselves and stop deepening the racial divide by taking a slight where none was intended.
Arthur J. Graham wrote on 25 Aug 2006
Greetings: Please visit Image Analysts new website:
http://www.subliminalracism.com
for seminal data on "subliminal racism," coined by Arthur J. Graham. See "The Manichean
Leitmotif: The Ideology and Psychology of Racism in American Fiction" and "Subliminal
Racism Essays" (2005). Thank you. [I am Jamaican! Ah so it go, mahn! (grin)]
radmila wrote on 6 Aug 2006
It's easy to take offense at every depiction of West Indians that portrays them as "easy going"...but the fact is that West Indians have a sense of humour too...something that you obviously lack.
The ability to laugh at yourself and your culture is very valuable.
Most West Indians have it.
wrote on 30 Jul 2006
Richard Russouw wrote on 19 Jul 2006
Maybe this is what they meant by taking life too seriously. I have many Jamaican &
Caribbean friends who think these ads are hilarious. So, why don't you just quit looking for
fault with everyone else & look at the lighter side of life. It also probably wouldn't hurt to
finish off a couple or 10 of those wonderful bottles with some good friends. Sounds like you
need to get back to the simple pleasures in life.
Martin Hacala wrote on 7 Jul 2006
will you give yourself a bloody shake? Those commercials are hilarious. If anything, they make fun of white north americans who are so uptight about everything they are making parody of in the commercials.
Jenny Mc wrote on 5 Jul 2006
All I know is that this commercial is one of the funniest commercials I have ever seen.
It’s pointless to over analyze it. If you are Jamaican and offended by this commercial
then speak up. However, if you are not Jamaican then your opinion will have little
influence and it will be looked upon as more of an assumption.
Raleigh wrote on 3 Jul 2006
Correction - The previous comment should state: Your level of education does not qualify you as an expert in stereotyping and racsim especially when your culture or race is NOT perpetrated in a negagive or condescending manner.
Raleigh wrote on 3 Jul 2006
Your level of education does not make you an expert in racism or stereotyping especially when your culture or race perpetrated in a negative or condescending manner. This is all about your sensitivity to such issues. Usually people who belong to social/racial group that is often subject to stereotyping, racism or any sort of prejudice are better able to pick up on this.
Elliot wrote on 3 Jul 2006
This post is ridiculous, The slogan itself, If we took life as seriously as everybody else... doesn't suggest Caribbean laziness but the excessive seriousness of everyone else. I've been studying for two months hour after hour for the MCAT's. This commercial if anything makes me look stupid and appeals to my need for a cocktail on the beach... The reason the Caribbean tourism industry thrives is because it allows people to escape ordinary life and get some nice weather. This commercial plays on those ideals and if anything makes Caribbeans look like they actually understand what's going on opposed to the rest of the "modernized" world.
lafawnda wrote on 26 Jun 2006
this ad is racist, white people are just as lazy as jamaicans.
ranndino wrote on 26 May 2006
One more thing. Leave it to an American to completely misinterpret the point of the ads. They're making fun of YOU, dear chap, while also laughing at themselves. Because these people have not lost their sense of humor yet.
I'm highly educated and worldly and I find these ads extremely funny. Why? Because I'm not an uptight, humorless idiot.
ranndino wrote on 26 May 2006
I find your post highly ironic. The ads make fun of people who take things too seriously and yet, here you are taking these ads way too seriously.
The ads are brilliant and absolutely hillarious. They are more about making fun of our crazy society that has lost all perspective when it comes to simply enjoying life. They poke fun at how the rest of the world is in a constant rush and cares a whole lot about things that ultimately don't matter whatsoever.
I absolutely love this ad campaign. It's too bad that there are too many people like you who need to overanalyze and get offended by everything they hear and see. This is why we live in such a politically correct society when one is afraid to open their mouth and say anything remotely entertaining because there's always a stupid ass that will find it offensive and report them to the appropriate people for punishment.
Like I said at the beginning, you post could not have possibly been more ironic.
Jason wrote on 24 May 2006
These ads are no more rascist than the equally well done VW "pimp my ride" GTi ads are. I don't think either set perpetuates any
stereotypes. Rather, they make fun of the stereotypes themselves, its like a double layered joke, and jokes like these are very funny.
megatroid wrote on 24 May 2006
Thank you for realizing that this commercial is indeed racist, "look at black people they dont work as hard as anyone else hahaha" I personally dont think thats a suitable slogan O_o
the8thchild wrote on 23 Apr 2006
omg you people. it's a freakin COMMERCIAL. i have a graduate degree in Pacfic and Asian Studies... i spent 6 years learning about the peoples of Asia and Oceania. i have studied more racial and counter-racial writings than i care to think about. but a Malibu Rum commercial is NOT a racist re-interpretation of a classic stereotype... it is a humorous ad designed to make you laugh and thereby (hopefully) buy Malibu Rum instead of Parrot Bay or Captain Morgan. nothing more. you kids need to stop reading Edward Said and go have a rum yourself. or watch the Daily Show instead. not everything in this world has an undertone or subliminal message or a hidden agenda. sometimes it's just funny.
the irony of the whole thing is that the commercial is talking about EXACTLY your type of person. you're way too freakin uptight. what qualifies you to stand up for Jamaica anyway? did they ask for your defense? i don't remember reading anywhere about the massive demonstrations and uprisings over the malibu rum commercials.
and in response to the previous writer, natasha... if you are "impressionable" enough to believe everything you see on TV, especially in a freakin commercial (as if there were facts and quality information to be found within), then you are already ignorant and probably live in Podunk, America and hate anyone of color anyway. looking to the TV for morality is what got this country into the sad state it's in now.
so lighten up. go have some coconut rum, preferably mixed with a smirnoff ice or an equal amount of Midori. and incidentally it actually used to be made in Jamaica. costs are lower in Canada. it's called Corporate America people. and that's who you should REALLY be upset about...
natasha wrote on 14 Feb 2006
I really do think the commercials are derogatory. I am sad that these string of commercials
has not sparked a greater concern and it shows how complacent this world is. A smart
person may know this is not true but how many ignorant, rasist, or just unaware people
are going to think or already think that's life in the islands. I know a lot of black americans who think
that think they are better than "the islanders" because they think that's life. This only
reinforces the already overt sterotypes of West-Indians and I'm ashamed of it. I'm scared
that educated people laugh at this ad and take it lightly when it is really impressionable
and sends a very strong meassage that's breeds more ignorance. IT'S NOT OK!
Michelle wrote on 31 Dec 2005
What's your point????
Matt wrote on 27 Dec 2005
Lighten up sad case. How can it be racist their making the ad themselves
Matt wrote on 27 Dec 2005
Lighten up sad case. How can it be racist their making the ad themselves
Jonah wrote on 15 Dec 2005
Who am I to say what is racist?
But it certainly seems to me that these spots are not aimed to " re-inforce a mistaken and condescending idea of the Caribbean in general" as you put it. Rather, I think they are meant to be taken as a dig at American, or western culture more broadly. Specifically, how vain, and impatient we tend to be. I don't believe that the prevalent belief in the US is that people from the Caribbean are notoriously late, lazy, and unstylish.
Think about it... Why connect your product or service to "the "ideals" of Caribbean Life" and use a message that slams those same ideals.
I
D wrote on 11 Dec 2005
I am honestly little surprised at the offense taken to the Malibu Rum commercials. I attend a historically black college, and I have a few classmates that were born in various parts of the Caribbean. I happen to think the commercials are a humorous look at the way we in the Western society take ourselves to the extreme of seriousness. I brought up these commercials to a group of my classmates in the Afro-Caribbean club, and the ones who were familiar with the ads were honestly tickled by them as I was. They didn't mention the fact that it was offensive to their culture, and in fact they liked that it poked fun at us in the U.S.!
We take ourselves too seriously here, and this article is a prime example of that fact.
Amit wrote on 3 Dec 2005
I think people who hail from the Caribbean region should take these commercials in stride. Most intelligent people know that life in your countries is not as "laid back" as the commercial suggests. It is an exaggeration, and that's how I interpretted it. To be honest, I think it makes a joke of the way us folks in Western countries live. It made me realize that no matter how far much we've progress and how much technology the human race invents, we in the West are still stressed out. Whereas folks in the Caribbean may not be able to afford all the luxuries, but know how to enjoy life. All in all, its a very funny commercial and I don't think its anything to worry about.
Noelle wrote on 30 Nov 2005
Bleu, you took the words right out of my mouth. How ironic that the "Caribbeans" in the ads speak with a Jamaican accent and yet Malibu is made in Barbados - not a Barbadian accent in sight!
Sungoddess, thanks for pointing out to the uninformed (for they are many) the correct pronunciation of "Caribbean".
Caribbean Joe... the word is "lime"...people "lime" not "lyme"!
From time immemorial ads about rum or anything Caribbean has always focused on the sunshine, the "laid back" nature of the peoples....all myth. As if no one works at a normal job from 9 to 5, nor gets stressed, nor has to queue up for anything. Life is slow-paced in most countries in the tropics, this is not unique to the Caribbean.
Ads that focus on the Caribbean often have to do with "exotic" and "laid back"....when people from the Caribbean start running the campaigns, then maybe we can do something about it. Until then, we can only contact these companies and voice our protests.
Having said that I find the ads funny, because they are so unlike the Caribbean I know and have grown up in. And I laugh at the continued stupidity of those who think these kind of things reflect the real life of Caribbean people.
freehartz wrote on 23 Oct 2005
Wow! Never thought a "funny" commercial would insult so many but for my "two cents"...I
think you have to take it less seriously because almost every culture/race that is well-know
to the world has its misconceptions ....we "Canadians" deal with 'how cold it is that we
always wear winter coats', don't have plumbing, we all know one another in our
respective cities, blah blah. I have more problems with violence/soft porn issues in our ads
or ridiculous extremes of speeding cars or especially how younger and younger kids are
seen 'partying'. But finally, I would never base my perception of another culture/part of the
world from a commercial - I think we're all more intelligent than that!
Caribbean Joe wrote on 18 Sep 2005
Dear Sungoddess:
I am well aware of the indigenous people of the Caribbean, and the whole history with Carib's Leap (mass-suicide rather than being submissive to the French). Carib is also a lager beer made in a few West Indian nations, by a Trinidadian owned company. I just thought I would add another component as long as we are providing complete definitions of variations on the word "Carib". Anyhow-
Yes, I enjoy spending time on the beach, and no, I have not, nor have I attempted to "stop locals" from enjoying the warm Caribbean sun and water. I am a local, and why would I stop myself from doing something I enjoy.
Furthermore, I know plenty of people that lyme anywhere (be it on the beach or on the side of the highway) and drink rum, because that’s what is common practice here! I am not an expat, however I do work in the West Indies and contribute substantially to the local economy. Whether or not you like it, tourism is a dominant industry in the West Indies and quite frankly a necessity for the livelihood of several island nations (with the exception of Trinidad who was blessed with the gift of oil.) So, go ahead and "dislike" tourists or even people like me who now live in the Caribbean--we are simply the driving force of the economy on which you so heavily rely.
This discussion has shifted from the Malibu commercial, but not far. You ask anybody who lives in the Caribbean and see if they don't agree that life in fact, moves a little slower-paced in this neck of the woods. That's the message that was being conveyed by the commercial and like it or not, it is correct. If you can't come to terms and accept that, that’s fine, continue to complain about something (you know deep down inside is true) on a web blog. If it really bothers you enough, forge ahead and produce a marketable product besides tourism. You may become a trendsetter and change a culture, perhaps even make a few bucks on the side.
Regards,
Joe
bleu wrote on 12 Aug 2005
"Why must is be assumed that all people from the Caribbean speak with Jamaican accents?" Right so that 'is' is supposed to be 'it'.. Be a doll and fix it for me would you?
bleu wrote on 12 Aug 2005
On a recent trip to the US to attend a conference described as "a unique leadership development program that brings together outstanding young people from around the world to build critical leadership skills in a global context", I was disappointed to discover that not even these supposedly 'global-minded' young people could get past the stereotypical 'the Caribbean is Jamaica' perceptions. I was amazed to find how widespread such preconceptions truly are, though it is no wonder, considering the image of the Caribbean to which the rest of the world is consistently exposed. As a Trinidadian, I would like to say that I personally am thoroughly fed up with the perpetuity of such misinformation. People aren't even aware that we speak English in Trinidad, let alone better than many of them. They think (and I'm citing things that they have actually admitted to me) that we all live on the beach, that we don't know what cable television is, that you can drive from one side of Trinidad to the other in an hour, that all Trinis ought to know each other because our country is so small... Why must is be assumed that all people from the Caribbean speak with Jamaican accents? Why do so many of the 'Caribbean' souvenirs feature red, yellow and green? I don't find stereotypes to be a laughing matter. I find it quite disheartening that those who suffer as a result of said stereotypes are content to perpetuate them. I can only speak for myself, but I do believe that the world would be a slightly better place without those goddamned Malibu ads. That is all.
sungoddess wrote on 11 Aug 2005
Oh yeah... tell her Wendy!!!
sungoddess wrote on 11 Aug 2005
Incidentally, the Caribbean is not a country... it is a region, like North America or Europe is a region. We also don't refer to ourselves as Caribbeans (plural). We are from the Caribbean, also, not pronounced Kuh-rib-bee-an. There are no Kuhribs in the Caribbean... there are however the remnants of the indigenous people's of the region called Caribs, pronounced Cah-rib (of which I am descended). Hence the word is pronounced Cah-rib-bee-an. What we do tend to call ourselves (mostly in the English speaking Caribbean) is West Indian.
I do find the series of ads racist, deeply offensive to West Indians and do not appreciate them, so much so I will never drink Malibu again and be vocal against the brand. This may or may not count, as I am not a rum drinker at all... it's important to reject the ideology behind the advertising.
Personally I dislike tourists who think the Caribbean is paradise and think only of lying on the beach and drinking rum... I know no West Indian people who do that. That's just not our reality... the only people who live like that all the time are white ex-pats who come and suck up all the sea shore and try to stop locals from accessing the beach.
Wendy's reply to Patricia wrote on 29 Jul 2005
Patricia,
You began your name profile with “PATRICIA AND I'M WHITE "......
you should have continued with…….. and VERY UNEDUCATED!!!!!
Why would you be outraged? (future reference) ridiculous, gridlock, you’re, perceived
Where is the humor when a group of people are insulted and degraded.
Furthermore, I know it is difficult for an uneducated person like you to comprehend
simple things like human rights. There is a time to laugh and a time to look at life seriously.
What positive contribution have you made in your community?
Raising the ratings of The Jerry Springer Show doesn’t count?
Maybe Malibu could use you and your family in their next commercial.
Picture reaching for your favorite Malibu rum…… after you painted your trailer,
barbequed and ate your dog and slept with your brother.
Now that’s funny!
How do you like being insulted and degraded? Remember it’s funny, and hilarious.
I will take your advice and write about the environment however I would like you
to consider going back to third grade to improve your spelling or invest in a computer with spell check.
I guess blacks are not the only race perceived to be illiterate.
By the way this is the proper way to spell perceived.
Hopefully "you and your laughing friends" will pick up a good history book and read …
there may be hope for you yet.
As for your “German countrymen” I do not think that you should be offended by them…...
you should really be ashamed of some of them.
You characterized me as a bore…. my friends find me somewhat entertaining!
FYI……I’m white too! But I believe in equal rights for all!
wrote on 29 Jul 2005
wrote on 29 Jul 2005
It,s really sad to see a german woman make this kind of statement ,I am Jewish and I never seen the comercal
PATRICIA AND I'M WHITE wrote on 29 Jul 2005
Well, I'm outraged at your ridiculas remarks, if we can't have a laugh, we might as well just curl up and die.
I'm German and wouldn't be offended no matter how my countrymen are percieved. It so happens, when you live in the country, and not necessarily in Jamacia, you can experience "gridlocke" as you percieve it, with a tractor in front of you.
You are the type who enjoys taking the fun out of life, your probably a bore yourself. I came upon this site because many of my friends were looking for the script of that very commercial because we think it's so funny and deserves an award.
I personally think you should use your time more efficiently, write about the environment or something constructive, don't waste time on what normal people think is a laugh.
Always Laughing, me and my friends,
Patricia
The Real World Wendy wrote on 24 Jul 2005
I wish I could sit back and ignore the ridicule and injustices that have been perpetuated for
years by people like yourself. When faced with a problem, your solution is to sit back with a
glass of rum, it sounds like you may need a 12 step program.
Imagine, if we as a people ignored slavery, segregation, the holocaust,
the right for women to vote, rights for the disabled....
It's awful, that some individuals find it acceptable to make a mockery
of a race of people as long as it is not their own.
I hope that all people like you, continue to drink and before long there will be less
of you to deal with!!!
The Real World Wendy wrote on 24 Jul 2005
I wish I could sit back and ignore the ridicule and injustices that have been perpetuated for
years by people like yourself. When faced with a problem, your solution is to sit back with a
glass of rum, it sounds like you may need a 12 step program.
Imagine, if we as a people ignored slavery, segregation, the holocaust,
the right for women to vote, rights for the disabled....
It's awful, that some individuals find it acceptable to make a mockery
of a race of people as long as it is not their own.
I hope that all people like you, continue to drink and before long there will be less
of you to deal with!!!
Caribbean Joe wrote on 22 Jul 2005
You need to relax and take a trip to the caribbean. Many of the parts of the commercials are accurate...I now live in the caribbean and find the commercials hallarious. Instead of trying to defend others you perceive as being opressed, sit back and have a glass of your favorate rum, I prefer 15 year old Eldorado Gold, made in Guyana!!
michelle wrote on 15 Jul 2005
Una,
I totally agree with you with regards to the Malibu ads however…
the population has been mislead and misinformed.
To the best of my knowledge, Malibu Rum is produced/bottled in a small city, in Windsor Ontario CANADA, at the Hiram Walkers Distillery.
The ironic thing about all this is that the plant employs app. 300 plant workers
of which 4 are black… and only 1 Latino…
The last black person was hired over 17 years ago.
.
To the best of my knowledge Windsor is the 4th largest ethnic diverse city in Canada ….do you think these ratios are low by coincidence???
This company has no right to use blacks, Latinos or any other minority to promote their products.
Sincerely,
Michelle
Derrick McBounds wrote on 9 Jul 2005
With regards to the lengthy and unwarranted delay in issuing the report it is well known that the directors and advisors of Allied Domecq PLC have been
working diligently to close the sale of Allied Domecq to Pernod with Fortune
Brands acquiring well known brands like Canadian Club on the back end of the
transaction.
This is similar to the January 2000 tribunal episode in the United Kingdom when Punch Group was left to answer for the actions of Allied Domecq PLC
The legal department of Fortune Brands was contacted in early June of this year
to ascertain their awareness of racial discrimination allegations at the home of
Canadian Club Whiskey. It was brought to their attention that promised
deadlines for the investigation report were not met and no report had been
issued.
Within days the whitewash report was issued, misleadingly dated 21days earlier than it was actually released.
Derrick McBounds wrote on 9 Jul 2005
My law firm raised serious concerns about the integrity of the
Investigation by correspondence on January 20 2005 and again, in the strongest possible language on March,24 2005, after concurrent allegations of witness intimidation and a physical assault on a minority worker by
supervisory personel surfaced.
The report stated that no union notes for a key period in question could be found, and that a 2002 letter detailing allegations of racial discrimination had been found but the authors of the report cannot say for certain
how, when or why they received it.
The existence of this letter had previously been denied in November 2004by Hiram Walker & Sons/ Allied Domecq.The report fails to denounce, and in fact, fails to mention that the word nigger and other racial slurs were regularly used in the plant by workers and management.
The report fails to mention that a prejudicial qualification test was created and put before me, a black male employee, as a final barrier to obtaining a permanent posting. The test has never been used before or since. The company and the union have been evasive and deceitful regarding the qualification test as their unwillingness to address it head on in the report clearly demonstrates.
Derrick McBounds wrote on 9 Jul 2005
In August 2004 my law firm advised Philip Bowman CEO of Allied
Domecq of allegations of racial discrimination following a comprehensive
investigation that uncovered disturbing evidence of a planned strategy to
perpetuate discrimination with impunity.
In January 2000 a tribunal in the United Kingdom had found Allied
Domecq liable for racial discrimination.
The sincere overtures to Allied Domecq PLC to take action and avoid further
embarrassment were rebuffed with blanket denials and stonewalling.
It was clear to me upon reading Allied Domecq’s legal
correspondence of November 29 2004 that a desperate cover-up was underway
with indications that the CAW might be co-operating in the destruction and
removal of pertinent documents.
Most alarming was the unequivocal statement
attributed to both the company and the union that there were no records and no
awareness of discrimination allegations prior to the involvement of my law firm
Derrick McBounds wrote on 9 Jul 2005
WINDSOR, ONTARIO CANADA June 29 2005
A long overdue, and purposely delayed report was released June 14, 2005
following an investigation into racial discrimination at Hiram Walker & Sons
Limited, a wholly owned subsidiary of Allied Domecq PLC.
The report was co-authored by company management, as well as an official of
the CAW. The CAW is Canada’s largest private sector union.
The report contains known falsehoods and misrepresentations of fact and is a
desperate attempt to cover up numerous acts of racial discrimination and
harassment perpetrated upon visible minority workers in the plant.
The current jurisdictional situation in Canada provides little deterrent to racial
discrimination, while creating additional costly and time consuming barriers for
minority workers that belong to an incompetent and /or wilfully blind labour union.
Derrick McBounds wrote on 9 Jul 2005
aisha c. wrote on 8 Jul 2005
Just wondering if Rick ever found the commercials because that's exactly
how I stumbled upon this much too serious commentary. My entire family
was born and raised in the Caribbean (Trinidad) and we all thought the
commercials were extremely funny.
wrote on 25 Jun 2005
Rick wrote on 16 Jun 2005
As someone who was born in the Caribbean (Jamaica) and has spent a good portion of his life
both living and travelling there, I have to say that you really need to relax (or, as the commericials
say, take things a little less seriously). I thought these commericals were hilarious - in fact, I found
this article while trying to find a copy of them on the web so I could share with my family.
Humor often works by making fun of familiar stereotypes and I think these commercials did the job
well without offending. Well, they didn't offend me but perhaps I take things a little less seriously
than the rest of the world.
JOHN JORDAN wrote on 9 Jun 2005
Chill out the commercials are meant to portray the rest of us as in a hurry insensitive, rude, etc. while these people know how to enjoy life. Some people will find slight and racism in everything, it is called a chip on the shoulder, sorry but it's one of the best done commercials I've ever seen. Please make more!
Dood wrote on 21 May 2005
It is a TV ad. It wasn't said by the President, it wasn't written in stone via Moses, it is just a parody. Stereotypes are not all negative or positive, we USE stereotypes to define our world. We stereotype that if all the houses we see have roofs, that ALL houses must have roofs and that the next house we see will have a roof. Stereotypes are only "bad" when you say something like ( / apply it to a person )
a.) all black people steal
b.) johnny is black
c.) therefor johnny steals
This is a TELEVISION ad. Meant for the mentally slow anyhow! It is just a piece of humor. When I think Maui, for example, I think sun and sun = relaxed and therefor people aren't fucking ass crazy about CHECKING EMAIL EVERY 27.5 SECONDS! Take it AS IT IS, a light humored ad and spend more of your time having sex instead of analyzing 30 seconds of humor.
Asia Jutla wrote on 19 May 2005
I completely agree about the prejudicial nature of this ad - however, I dont consider it racist, I consider it TOTALLY condescending to the people of the region as a whole. Its not only an insult to those of african heritage it disregards the nature and mentality of every single person within the boundary of the caribbean. When I speak to foreigners about the ad, I am told, Ohhhh I heard they filmed it in Barbados, so don't stress out about it. Oh and as for the comment about the whole "mocking of the stereotype itself" I would LOVVEEEEE to see a Caribbean ad company get away with this BS at the expense of an American stereotype - we would NEVER hear the end of it. Give me a break
wrote on 18 May 2005
wrote on 18 May 2005
Carol wrote on 25 Mar 2005
In the "Chunk of Monk" marathon, the commericals pointed out the insanity of the rest of the world. It had a message that I needed before I got bleeding ulcers, and though I can't drink, I am looking for their email address so that I can thank them and encourage these ads. Let the rest of the world see these ads and gain sanity, with laughter.
Anom wrote on 19 Mar 2005
Having said this I do question how much it might reinforce ideas of the Carribbean since I really, really doubt the majority of people do have a true picture of the Carribbean. Does this mean then that if you are `enlightened` the advertisment is not offensive, but if you are not although you may not take offence it perpetuates offensive ideas?
Anom wrote on 19 Mar 2005
The advertisment is so blatant, so overt, so in your face with stereotypes that isn't it playing with racial stereotypes of which people have of the Carribbean thus making a mockery of the stereotypes themselves rather than the actual people of the Carribbean?
wrote on 25 Nov 2004
Daniel Murphy wrote on 15 Nov 2004
http://www.mediastreet.ca/docs.html
If you go to the link above and look at the Canadian Club video this may provide another context in considering whether the Malibu ad is racist or not.
Canadian Club is owned by Allied Domecq. You see this video as part of the Canadian Club / Hiram Walker whisky tasting experience in Windsor Ontario Canada. How many people of colour do you see in the video.This company will not discuss its apparent underrepresentation of minorities at the plant. Allied Domecq owns the Malibu brand.Look at this link and remember how many minority people appear in it. This company has recently been asked to explain why only black males are given a qualification test for a particular department in that factory. No answer! This company has been asked to explain why black male employees have been told to not use exit doors that white workers can use. They deny that it happened. Check out this link and see Allied Domecq history according to tribunalhttp://www.thisisbradford.co.uk/bradford__district/archive/2000/01/27/news13RM.html Do you think the Malibu ads are OK now??
Marshall wrote on 1 Sep 2004
Ok, people, let's all lighten up a bit. I'm West Indian, lived in San Fernando, Trinidad & Tobago before moving to Canada in my early teens. Personally, I find these ads hilarious
and so do most West Indians I know. If nothing else, we have a great capacity to laugh at ourselves.
While I'd prefer not to be cast in ANY stereotype, the West Indian one portrayed here is way better, IMO, than the hip-hop, gangsta-rapping,crack-dealing,big-chains-and-jewelry typecasting that's permeates American movies.
This is definitely the lesser of two evils for visible minorities. Have you ever seen how Southerners and the Ozark mountain people are portrayed?
El Mas Piton wrote on 30 Aug 2004
It's a funny ad. I don't think theres anything wrong with it. Next time I'm at the bar I'll make sure to order some Malibu Rum. Good job Malibu rum, great ad.
Fix your face Stupids.
Joshua wrote on 10 Feb 2004
Thanks for your comment, Una. It's comforting to find that I'm not alone in finding the add a bit creepy at least. Certainly it's unusual in that unlike most ads that rely on ethnic or national stereotyping, it's an uncomplimentary stereotyp - cf the Caffreys ads which show an Irish stereotype most Irish people would be happy with. I wonder how we'd view a Caffrey's ad full of comic old duffers making humorous but stupid errors. Are you yourself from the West Indies? Sounds like you know whereof you speak.
Una Sola wrote on 10 Feb 2004
First of the Malibu add is WRONG and it is Racist. In this sense Amercian Black adn Whites see all West Indians as Jamacian. Malibu is made in Barbados, one of the richest and most metropolized country in the west indies. They have them looking like savages and in Barbados they drive cars and play XBOX. I asked a Black "American" about what they thought and they replied "'Ya Mon' I thought that's what it's like in the islands." So, to a west indian its racist to ALL americans its the norm.