Trying to riff on one of the
bad-boy movie director's iconic characters, the European Union has landed itself
in a whole mess of trouble.
The 27-nation bloc released a
video last week trying to promote an anti-racist message, then pulled it days
later amid accusations that the clip itself was racist.
It features a white woman wearing
a yellow track suit, like that of the Uma Thurman character The Bride in
Tarantino's two-part kung-fu fest "Kill Bill."
Standing alone in an abandoned
train station, she is threatened first by an east Asian karate master, then a
scimitar-wielding turbaned Arab, and finally a bare-chested, dreadlocked black
man.
She calmly duplicates herself 11
times and surrounds her three attackers, prompting them to stop threatening her
and sit cross-legged as the 12 track-suited white women do the same. The entire
scene then morphs into the European Union flag, her track suits becoming the
flag's 12 yellow stars.
The 127,000-euro ($167,000) ad
prompted head-smacking from critics as it spread across 7,000 websites starting
on Friday.
"So the message of this video
is: no other race can challenge 'white supremacy'?" was the most popular comment
on the video on YouTube.
But EU spokesman Peter Stano said
the video was "absolutely not intended to be racist and we obviously regret that
it has been perceived in this way by some people," and apologized "to anyone who
may have felt offended."
The clip was aimed at
16-to-24-year-olds "who understand the plots and themes of martial arts films
and video games" and featured "typical characters for the martial arts genre,"
he said.
"It started with demonstration
of their skills and ended with all characters showing their mutual respect,
concluding in a position of peace and harmony," Stano said.
The EU spent 121,500 euros
($160,500) distributing the ad, which was made by the Mostra agency, Stano
said.
That's a total cost of nearly a
quarter of a million euros for a clip which -- like Tarantino's Bill -- got
killed.
Comment: I think that the people that produce this video didn't make this mistake on purpose, because no one spends this amount of money on a useless thing, or something that will not get benefits of it, for me the commercial was very funny, but the real mistake was of the people that
poorly designed and gave double sense to things, and the worst part was giving the opposite meaning of something that is good, but the other mistake was that they don't realize, who are they affecting, maybe the black people community is already injured for this, and the people that make this commercial is the one that has to apologize for this, and not that people that put that dumb thinking's on the brains of people.