October 20, 2006

Criticism of Zagar mounts

Bud Light ads celebrate white superiorityI know that I shouldn’t expect too much from beer commercials but these Bud Light ads, featuring the uh, comic duo of Steve and Zagar, really sink to a new low. Watch them yourself here.

I can’t even count all the stereotypes these ads contain: cannibalism, eating domestic animals, spear-chucking, squatting, etc.
The broader context:What’s sad is that this isn’t an isolated incident. If anything, the whole Savage vs. Civilized dichotomy is one of the mainstream media’s favorite cliches. It pops up time after time after time.

The underlying message in all of these representations is the smug celebration of the supposedly inherent superiority of whiteness and “Western” culture. It’s unbelievable to me that this still flies unchecked in 2006. I guess just because Zagar is light-brown and doesn’t have a bone through his nose, it didn’t racist enough to raise a red flag at theAnheuser Busch headquarters.
Comment:  This posting came after my blog entries and article in Indian Country Today. I wonder if they triggered it.

The "Zagar and Steve" website is down, so the campaign may be over. But the criticism continues!


Not a Sioux said...

I have to say I've never seen one of these ads. I'll also repeat what I said earlier about the "Capitol One" credit card ad (the one with the cavemen at a dinner table) as an example of how to do such an ad campaign with "primitives" the RIGHT way and have it be very funny.

Bud should stick with the frogs.

Rob said...

You can find a link to the Bud Light videos on my Zagar page.

I haven't seen the Capitol One commercials or I'd comment on them.

writerfella said...

Writerfella here --
As mentioned earlier, the ads featuring cavemen are for Geico Insurance, not Capitol One. There was a new one today, in which cavemen are being interviewed about their adverse reactions to their being stereotyped. It ended with a reporter saying, "Souns like someone got up on the wrong side of the rock." Insurance joke, to be sure...
All Best
Russ Bates
PS: the first time I sent this, a screen came up saying that there was a Blogger problem on the server. So, if it pops up twice, delete one. RB

Not a Sioux said...

Sorry, I was confusing the hillarious Capitol One pillagers (remember the filthy barbarian serving ice cream) with Geico!

The new one you mention (caveman, not pillagers) sounds even more relevant.