The newest Honda Pilot commercial was not funny to me. It was really one of those commercials you accidentally end up watching the whole thing of. The commercial features 8 characters, 7 of which are stranded on the side of the road with a bison staring them in the face, one of which is an elderly black man, and the other character, who drives up in the All-New 2009 Honda Pilot. He asks them if they would like a ride, someone in the group mentions that they won't all fit in the car. Immediately the driver mentions that his mini-van features room for eight. Another of the stranded group members comes up with the excuse that they have too many beverages (kind of a silly excuse). He then says that he has "like twelve cup holders." In the next scene, all of the outsiders have accepted the offer, and are all in the car, when the black man, says: "That thing got my blood a-boilin." Shortly after, the driver, a white man, corrects him saying, "that's probably just a seat warmer."
Now, it is understandable to assume that an elderly black man's speech may sound like that of a slave singing a negro spiritual, but when placed in the presence of nothing but whites, it puts a bit of a goofy context to his speech. Is it really that big of a deal, no. But it is a problem. Why did he have to say that line in the first place, and furthermore, why did they make him out to look like the oldest, living black man? Blood a-boiling? Really? "It sholl' is hot outside. I sholl' hope a Honda Pilot come a-rollin' through here." That must've been what he was thinking right? Call me hypersensitive if you'd like, but the bottom line is, there was no need for him to sound predictively inarticulate. They added that for a little urban, old-school flavor, I suppose. I believe that little 'slaps in the face' like that are meant to go by unmentioned. I'm not going to let that happen. I laughed at the commercial, only in an "are you serious" manner.
If you want to watch the commercial, here is the youtube link. You know I had to find it.
http://youtube.com/watch?v=7J51LEr-k9M
1 comment:
Way to look at the commercial with a critical lens. What do you think might have been the rationale for including this in the commercial? Could it have been done with something else? Who is going to benefit from this type of humor? Are you going to write a letter to Honda and tell them you are disappointed with this commercial as it brings to mind old-fashioned racial stereotypes?
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