What Do You Think of This Herbal Essences Commercial?

[ebonylocs]

the guy didn't think the straight hair was better, he was pissed that it undid his locs! He wanted his money back! what are y'all talking about??

Yeah, but the commercial then says "WORKS SO WELL, that it gives you unbelievably luscious hair". The message is clearly that this Rasta guy is not the norm, he's weird and funny - he doesn't want what everybody else, you our valued customer, does.

I think Mwedzi's counter-example of the monk who didn't want the germs killed in the kleenex commercial is on-point and exactly appropriate:

In terms of his wanting his money back, I'd like to offer this commercial:
http://www.youtube.com/watch?v=znnQCXp2iY8

So the monk at the end was sad that the kleenex kills germs because he values life. But that is the joke for the commercial and in no way negates the fact that they are advertising the germ-killing ability of their product as something desirable and something you (regular non-monk people).

But why do they show it turning his hair straight? Because that's what the viewer is supposed to want. ..they show the outcome that they expect the average viewer will judge most beautiful, the outcome that would make a viewer want to buy their product: straight, shiny, bouncy hair.

They are not just trying to sell this product to blacks obviously and had they not straightened the hair, those who aren't black probably wouldn't understand the main idea. ...After all, they are trying to sell a product, and it is understood as a mainstream brand... purchased mostly by whites.

What a strange little commercial. It misses the bar culturally, but I don't think it was intentionally offensive.

The "I have locs cause I haven't found a a shampoo to make my hair luscious" concept is just odd, but people who are already puzzled by locs might not see anything wrong with it.

Yeah, I agree with the above. It's targetted to white people so it shows the kind of hair white people want and approximately have. Also, the average white person doesn't understand locs, think they are unwashable or you can just "wash them out", etc.

So I don't think the intention is to be derisive, even though it is clearly implying that for their target customer straight swinging hair is better than loced. They just don't really give much, if any, thought to the feelings of the people of the culture they are portraying. They are just empty caricatures to be used in marketing situations.

So I don't find it offensive, but I find it mildly annoying because my "cute" Jamaican / Caribbean culture is often used by PR and marketing execs in this way. Not as real people, just colourful product shifters, so I agree with this:

Clearly a commercial created by yet another cocky caucasian for a predomeniently caucasian society. On the surface the commerical is cute and funny. But the sterotypical accent with the locs and Jamacian outfit and showering outdoors to suggest that caribs only shower outdoors.

But at the same time, I know this kind of thing is common in marketing and media. They do it to Germans when selling German cars, to the Swedes when they make it seem like it's all buxom blondes and saunas, etc, etc


BTW: I don't think he's supposed to be bathing in the middle of a playground. I think it's supposed to look like some kind of Caribbean beach, with palm trees all over the place, and a colourful house.

 

[BostonMaria]

This commercial is so funny! He has lovely hair (hate him)

Maybe Real (from the Real Chance at Love Show) should be on this commercial instead

 

[cmesweet]

I am a bit offended.

Don't most of the HE commercials have a portion where the woman/man is showering outside?

 

[DDTexlaxed]

Isn't that the guy that was in the thread about the guy with long hair? I love HH, but it doesn't work that good!

 

[Hot Chocolate-LB]

I guess I'm not surprised that people are still debating over this issue. I believe you said it the best when speaking about the hair having the inability to lock after using this moisturizing shampoo. Thanks Muffin!

Some of you said that if they wanted to show moisture then why did they have to straighten his hair? I believe this was the easiest way to show that the hair is moisturized. They are not just trying to sell this product to blacks obviously and had they not straightened the hair, those who aren't black probably wouldn't understand the main idea. If they would have had his dreds just unlocked and freeflowing this would be a style thats not easily achievable for the many people (those non black). Most people (and I'm talking other races) aren't able to achieve that style. (imagine, his coils and curls free flowing... who would be able to achieve that style but other blacks) So in order to appeal to all people they used a everyday style that most people could find achievable. Straight hair is something that can be achieved by pretty much any race... so its easy to show the dynamic there. Other races can't achieve our natural hair easily... so by straightening the hair, this opens the doors for a multitude of races. After all, they are trying to sell a product, and it is understood as a mainstream brand... purchased mostly by whites. They had to over exagerate the commercial just to show how moisturized the hair was... it was not about it being straight, its about showing the moisture. Straight hair was just the avenue used to show that moisture.

Think of it this way, if you were a white person, and you saw dreds turn to straight hair, you'd understand that concept. If you saw dreds to this:

then you'd probably be lost. This is not something achievable to you as a white person so why would you find this product of interest. Her hair is beautiful, just not a realistic style for your hair. They need to convey the message in the easiest way possible and thats why they chose this dynamic.

p.s. and for those of you who assumed that just because someone wasn't offended by this commercial and that they must agree that straighter hair is better is really being overly judgemental. I'm transitioning to be completely natural, love all natural hairstyles and types and I only straighten my hair to do length checks. you cannot assume that just because some people are less sensitive than others that they must agree with certain ideals. Cuz I in no way believe that straighter is better and I'm sure that alot of those who weren't offended probably feel the same way. Its just okay to agree to disagree, I just don't like people trying to act like they know my position on a topic from one occurance.

I totally agree!
Commercial advertisers have 30 seconds to catch your attention, amuse you and make you interested in purchasing their product. Did anyone ever see the hair commercials where a group of friends were hanging out at what appears to be a ranch. Playing around a guy ties her hair to a post and the womens hair was suppossed to be so strong she was able to break the post and walk with it. No possible but funny as hell.

 

[Naemone]

Very well stated and I understand the point you are making. I guess I am just in the minority of growing weary of the "they don't know any better" excuse. Okay, so they don't any better than that healthy moisturized hair looks straight and swinging so they turn his locs into that. Doesn't sound a whole lot better. But I can understand what you are getting at and that it wasn't malicious. In fact, I never thought it was intentionally derisive. All the same, out of ignorance or not, I don't like it.

You are not alone.They have feelings, and understand what rude and offense is.

If we were the predomininant ones in power and had a commercial with a white man or a woman's hair going from straight and flat, to curly and fluffy (with the curly,fluffy hair set to be more desireable), and then make a joke about the person with the straight, flat hair being funny to us. Some would be, if not most, offended because that's their natural hair and we are making it like it is a problem instead of a gift from GOD.