Why Watsonâs âBlackfaceâ Raya Ad Did Not Surprise Me.
So ICYMI, Watsonâs released #LagendaCun, their annual festive spot for Raya 2017. Let me try to break down everything that was wrong with that ad, and why although it disgusted me, it did not surprise me in the least.
I come from a background of performing arts, and am currently in advertising. So, films and commercials - the two main influences that dictate âbeauty standardsâ we women are forced to adhere to. Therefore, I will address the atrocities of this ad both from a creative/filmmaking perspective, and from a marketing perspective.
For those who had missed out on Watsonâs âalternative-apologyâ, they tried to explain that the inspiration to this concept was a classic film called Dayang Senandong, which features a dark skinned princess whose curse was then lifted when she gave birth to the Kingâs son.
Ok, so letâs talk about THAT for starters, shall we? HOW is this an inspiring story? Women with dark skin are deemed ugly and cursed, and only when she serves merely a reproductive purpose is she worthy to be âuncursedâ? This was a terrible idea back then, and even more so today. Except we can claim ignorance back in the 1950s, we cannot claim it NOW, when people have very vocally spoken against discrimination over their skin color (or any other physical attributes, such as our weight, our race, our hair, our style, etc.)
So how come not one person- from the creative team that conceptualized this commercial, to the clients themselves who are the brand owners, to the production company that filmed this, to the actors that agreed to this gig- not say anything? (Did yâall not learn anything from Kendal Jennerâs tone-deaf Pepsi ad?)
Easy â no one said anything because shaming people, especially women, for their skin, their bodies, their everything, is normalized in Malaysian culture. Somehow, we think it is completely our business to comment and discriminate people on how they look.
My sister was always compared to me, because I am lighter-skinned. âOh, kakak dia putih ye, adik dia hitam.â Apa, kau ingat ni Bawang Putih Bawang Merah? It hurt my sister, and it angered me. I always loved her beautiful, olive tan, but for a long time, her own skin made her feel ugly because of what people said. And the worst part was it was usually said by our relatives or friends of our parents. People you KNOW. People who should be there to uplift you, not bring you down.
A cousin of mine married an Indian man. She now has three beautiful children who are blessed to have a mix of cultures in their upbringing. But when my cousin was going to get married to her now husband, many commented âKenapa kahwin India, nanti anak gelapâ.
First of all, honey have you heard of Black Beauty? (No, not the horse.) And black or brown skin is no less beautiful than light skin. Itâs MELANIN. We all have it. Stop forcing down your own Hitler-esque prejudice down peopleâs throats.
Second of all, you completely missed the point of her choosing to get married to someone for who they are, and not the color of their skin. Here was an important eye-opening lesson that you couldâve learnt from. But your 3 brain cells just couldnât, huh?
Malays also have this nonchalant way of fat-shaming. In fact, the Watson ad also fat-shames. My weight tends to yo-yo. Iâm still finding it a challenge to always feel good about my body, 24/7. Somedays I will feel hideous. And it certainly doesnât help when these Melayus go âOh, sihat badan? Gemuk nampakâ or âKurusnya, bila nak gemuk?â
Dude, I give myself enough insecurity about my own body that you donât need to add on to it, thanks very much. Also, Iâm healthy. My weight is not giving my body any problems so donât even try to disguise it as if you were concerned for my well-being. Nah, dude, youâs just beinâ a dick.
Back to the Watsonâs ad. The whole premise is of this royal who heard a beautiful singing voice in his dreams and asks his right-hand man to call all the beautiful women for him to determine whoâs the lucky nightingale who will be his wife.
Urgh, even though the story is set in zaman dulu-dulu, the team that wrote it are people of TODAY. Why do you feel the only purpose for women is to be beautiful and pop out your children? Who gave you the right to define what is beautiful? And why canât we be valued and celebrated for our worth, our work, and not our appearances?
Also what on EARTH does this have to do with Raya, kau cakap ngan aku sekarang?
The commercial is also FOURTEEN minutes long. Whyyyy? Even the late Yasmin Ahmadâs Petronas festive ads kept it at the standard 3-5 minutes. And her ads never even showcased the product, yet it still sold an idea.
There is a reason commercials are supposed to be short. Â If you want to make a short film, go make a short film. But you are doing a commercial, you need to sell your idea within the first minute, or you would lose your audience. See, thereâs no obligation for your audience to complete watching your long-winded ad. So donât waste their time, and get to the damned point.
Not to mention the acting was cringe-worthy. That goes to show that just because itâs star-studded, doesnât mean thereâs actually any talent in that pool. (Sorry, not sorry.)
And finally, why Iâm not surprised at Watsonâs âalternative-apologyâ. They stood by their idea and claimed they believe in unity, that beauty is skin deep, and that theyâre sorry some people felt offended. This statement, although probably written by the PR agency, was signed off by the clients themselves. A brand that sells skin-whitening products thinks that beauty is skin deep? Give me a break. Who do you think youâre fooling here?
So there are many, many things wrong about this ad. Itâs tasteless, itâs irrelevant to Raya, itâs terribly executed from writing to production to performance, but worst of all, it reflects that the real ugliness is in how we Malaysians value (or rather, donât value) each other.
We need to do better. Brands and advertisers need to do better. Filmmakers need to do better. We need to get rid of our ass-backward way of thinking and listen to our audience. Itâs not just about offending someone in a one-off commercial. Itâs about ending this normalization of shaming people for their looks.