Wow, really just wow.
If it were artwork I think the ads would be really thought provoking and interesting about the weight of certain words and the stereotypes they carry with them.
The campaign is not art however it is an AD and is idiotic, I mean for real. This AD is being used to sell tagless underwear I find it offensive and fucked-up to use these hurtful words for commercial gain. Also as my friend Robin questioned “Who designed it? How do they know about the baggage of dragging those words around?” And she’s right. Had this been done by an activist artist, who had experience with the slur (tag) in question, attempting to interrogate the way we use these words and live with their weight and horror it would be one thing but it’s not it’s another big business company trying to be shocking and offensive. They are trying to say that these tags carry baggage and with all those tags wouldn’t it be better to have tagless underwear. That’s not a reason to use this type of language to me.
The Paki one carries extra weight since these were created by the Bombay division of McCann Erickson and most of us know of the antagonism between India and Pakistan but they are all an attempt to use the pain of words that have used to insult, dehumanize and destroy people’s self-worth to sell some underwear. No, wait I need to repeat that: They are using the words nigger, paki and faggot to sell tagless underwear.
Whew *deep breath* OKay now that I’ve got that out of my system what do you guys think?
Edited To Add: Talking to Catherine below made me wonder, exactly who is being targeted by this ad campaign? It’s not people of African diaspora, Queer folks or Pakistanis because you don’t court csomeone by using a word they associate with pain and terror, so exactly who are they courting by playing to stereotypes?
*sigh* Do I even need to say it?