NIVEA GOSPEL CHOIR AD CONDEMNED AS ‘RACIST AND BLASPHEMOUS’

gospel | Jul 09, 2007 | Comments 1

Below is an article writen by the Voice News Paper. The article is address the ever increasing use of Gospel Choirs, in TV Adverts. More and more black gospel choirs are being used by these advertising companies in a derogatory way, also 95% if not all of the choir members are black, who are aways jumping around and acting the fool.

Gospel Music Bites wants to know what you the Gospel Music Bites Family think about this subject and article. Please read the article below and leave your comments.

NIVEA GOSPEL CHOIR AD CONDEMNED AS ‘RACIST AND BLASPHEMOUS’
BY Tiffany Maria Joseph

THE MANUFACTURERS of Nivea skin care products have offended members of the Christian community by using a black gospel choir to recite the lyrics: Yeah we got big butts that’ll blow your mind and Resurrection of this sweet mother lovin’ a**, in a Goodbye Cellulite online video campaign.

Ken Burton, a musical composer and director who initiated the campaign against Nivea was approached to get the choir together for the advert but declined any involvement due to the ‘racist and blasphemous’ nature of the script.

Ken Burton told The Voice: “The campaign features a gospel choir in a church setting. All the elements of worship are present: the singing, the responses from the congregation and the lifting of the hands. Corporate companies always like to use black people in these ‘buffoon‘ portrayals. Why can we not see adverts involving gospel choirs in dignified settings – why do they always have to act like fools?

I believe subliminally that is the way we are often viewed by the advertising companies.” A Christian gospel singer from the North Wembley Seventh Day Adventist church said: “My views are that gospel music is holy and should not be manipulated in such a derogatory way.

It was really offensive to see this material being used in such a way to promote Nivea skin care products. Gospel is not like pop or secular music.

Its first responsibility is to lift up the name of the Lord and encourage others to draw close to Him daily. This advert did no such thing.” She continued: “I do think there was an edge to it to create a stir which would lead to more publicity.

I expressly told the advertising agency that the lyrics were not suitable for a gospel setting.” A statement from Beiersdorf UK LTD, manufacturers of Nivea products said: “The campaign was not intended to show disrespect to either the genre or faith of gospel music, or to any part of African culture but rather a celebration of gospel music and its joyful attitude” Rachael Cokayne from Staniforth, the PR agency working with Nivea on the ‘Good Bye Cellulite’ campaign confirmed to The Voice that the use of gospel music was not intended to offend anyone: “The campaign is aimed at all women of different shapes and sizes and the use of gospel music was intended to create a fun and joyful atmosphere.

The lyrics used came out of a joined decision between the manufacturing campaign and advertising agency. If anyone has been offended we are sorry”. The advertising standards agency said it received 10 complaints about the advert but only a few were over religious connotations.

The campaign posters have been taken down but the video is still on the website.

Published: 09 May 2007
Issue: 1268

http://www.youtube.com/watch?v=hKmo5pemBZA