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Acura apologizes for seeking 'not too dark' actor
Los Angeles (CNN) -- Acura apologized Wednesday for a casting document that called for an African-American actor who was "not too dark" in the car company's Super Bowl ad.
The controversial casting call document, published Wednesday by the celebrity gossip site TMZ, "pulls back the curtain" on the widely known practice of casting based on skin tone in Hollywood, a longtime manager said.
TMZ reported that it got the audition posting from "an African-American actor who didn't fit the profile, and who's pissed."
The role was for an "African-American Car Dealer" who would appear in a car showroom scene with Jerry Seinfeld. Jay Leno also appeared in the ad.
The sheet's "role details" read: "Nice Looking, friendly. Not too dark. Will work with a MAJOR COMEDIAN."
Acura spokesman Gary Robinson told CNN that the company did not know about the casting description until the TMZ story was published.
"Any of the creative directions didn't come from Acura," Robins said. "They would've come from the casting agency."
Cathi Carlton Casting, the agency hired by Acura to choose actors, declined comment. An employee who answered the phone at the agency's Santa Monica, California, office said they would defer to Acura's apology.
"We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials," Acura said in a statement to CNN. "We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor."
Acura said it was "taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."
Longtime Hollywood manager Roger Neal said he was not shocked that a casting director would choose based on skin tone.
"People in the business a long time deal with this every day," he said.
But Neal, who has looked at daily casting breakdowns for 31 years, said he was surprised the description was written on a casting document.
"I've never seen it in writing before," Neal said. "No one has been bold enough to put it in writing."
The publication of the casting sheet "pulls back the curtain" on the casting practice, he said.
Neal said he suspects it was an inexperienced casting assistant who wrote the description.
Casting agents have told him in the past that his clients were too dark, or "not black enough," Neal said.
A euphemism in Hollywood is to tell a rejected actor that the casting director "went a different direction" when their race cost them an acting job, Neal said.
SAG-AFTRA, the actors union, "immediately reached out to the casting office when the notice was brought to our attention so we could discuss the specific language used," it said in a statement sent to CNN Wednesday.
"Despite the intention behind it, the notice was clearly not as well stated as it could have been and this is an area in which SAG-AFTRA's equal employment opportunities and diversity staff can help," the union said.
SOURCE: http://www.cnn.com/2012/04/18/showbiz/acura-ad-controversy/index.html?hpt=hp_t2
The controversial casting call document, published Wednesday by the celebrity gossip site TMZ, "pulls back the curtain" on the widely known practice of casting based on skin tone in Hollywood, a longtime manager said.
TMZ reported that it got the audition posting from "an African-American actor who didn't fit the profile, and who's pissed."
The role was for an "African-American Car Dealer" who would appear in a car showroom scene with Jerry Seinfeld. Jay Leno also appeared in the ad.
The sheet's "role details" read: "Nice Looking, friendly. Not too dark. Will work with a MAJOR COMEDIAN."
Acura spokesman Gary Robinson told CNN that the company did not know about the casting description until the TMZ story was published.
"Any of the creative directions didn't come from Acura," Robins said. "They would've come from the casting agency."
Cathi Carlton Casting, the agency hired by Acura to choose actors, declined comment. An employee who answered the phone at the agency's Santa Monica, California, office said they would defer to Acura's apology.
"We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials," Acura said in a statement to CNN. "We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor."
Acura said it was "taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."
Longtime Hollywood manager Roger Neal said he was not shocked that a casting director would choose based on skin tone.
"People in the business a long time deal with this every day," he said.
But Neal, who has looked at daily casting breakdowns for 31 years, said he was surprised the description was written on a casting document.
"I've never seen it in writing before," Neal said. "No one has been bold enough to put it in writing."
The publication of the casting sheet "pulls back the curtain" on the casting practice, he said.
Neal said he suspects it was an inexperienced casting assistant who wrote the description.
Casting agents have told him in the past that his clients were too dark, or "not black enough," Neal said.
A euphemism in Hollywood is to tell a rejected actor that the casting director "went a different direction" when their race cost them an acting job, Neal said.
SAG-AFTRA, the actors union, "immediately reached out to the casting office when the notice was brought to our attention so we could discuss the specific language used," it said in a statement sent to CNN Wednesday.
"Despite the intention behind it, the notice was clearly not as well stated as it could have been and this is an area in which SAG-AFTRA's equal employment opportunities and diversity staff can help," the union said.
SOURCE: http://www.cnn.com/2012/04/18/showbiz/acura-ad-controversy/index.html?hpt=hp_t2
I cannot come up with anything semi-intelligent sounding in regards to the above post. I personally fell that the man has no case.... it happens all of the time, especially regarding actors.
Movies or parts are often written with a certain "type" in mind. Thinking of the "Terminator" series... Arnold got the part, but perhaps Stallone or Tiny Lister could have had the part because of their physique. Casting Pee Wee Herman in the same part would have killed the thing in about 100 ways.
Movies or parts are often written with a certain "type" in mind. Thinking of the "Terminator" series... Arnold got the part, but perhaps Stallone or Tiny Lister could have had the part because of their physique. Casting Pee Wee Herman in the same part would have killed the thing in about 100 ways.
If the reason to find a not too dark man was for photographic reasons, that would be understandable, but this phrase is the troubling one:
"The sheet's "role details" read: "Nice Looking, friendly. Not too dark. Will work with a MAJOR COMEDIAN."
Why is this included ? It makes is sound like the comedians would object to a too dark man.
I don't know why they don't just hire Dave Chappelle, they could have their lighter skinned black man and he's as funny as any two comedians combined.
"The sheet's "role details" read: "Nice Looking, friendly. Not too dark. Will work with a MAJOR COMEDIAN."
Why is this included ? It makes is sound like the comedians would object to a too dark man.
I don't know why they don't just hire Dave Chappelle, they could have their lighter skinned black man and he's as funny as any two comedians combined.
I see your point. And it gives me something to think about. And I guess given that they were specifically looking for a light skinned African American could actually open the doors to a lot of people of different cultural backgrounds getting upset. I do think that the problem with racism in general is two fold. The reality is that racism is still alive and well in our society, and I can sure understand people getting upset about that. I know I do, I truly dislike racist's. I think the other side of the coin is a heightened sensitivity to the issue so racism can be claimed when that is not actually the case. I don't know, it's a tough topic. I just hope we get to the point where all of it is irrelevant. I guess probably not in my lifetime huh.
What if (and I'm going off script here) the car they were advertising looked best & showed best on camera, in light-blue?
Now, let's just say that they KNOW that placing a white person beside the car in the commercial, will make the car look washed-out. And placing a really dark-black person beside the car will make it look crumby in some other way that's not visually appealing.
Now, let's say they discovered that a not-too-dark black-guy standing beside the car in the commercial, looks best... and THAT'S why they made the decision they made (to the casting agency).
Do you see where I'm going with that?
Not ever skin-toned person is going to advertise every single product well.
This isn't a race-issue... it's an issue of the guy that DIDN'T get the job, feeling like he's entitled consideration for the role, when it wouldn't have made visual sense to hire him, as he's darker than what they were looking for.
*Now, all of that was made up, and I have NO clue if that's what the Acura advertising folks were thinking, but it illustrates a the point I'm trying to make (I hope)
Now, let's just say that they KNOW that placing a white person beside the car in the commercial, will make the car look washed-out. And placing a really dark-black person beside the car will make it look crumby in some other way that's not visually appealing.
Now, let's say they discovered that a not-too-dark black-guy standing beside the car in the commercial, looks best... and THAT'S why they made the decision they made (to the casting agency).
Do you see where I'm going with that?
Not ever skin-toned person is going to advertise every single product well.
This isn't a race-issue... it's an issue of the guy that DIDN'T get the job, feeling like he's entitled consideration for the role, when it wouldn't have made visual sense to hire him, as he's darker than what they were looking for.
*Now, all of that was made up, and I have NO clue if that's what the Acura advertising folks were thinking, but it illustrates a the point I'm trying to make (I hope)
When I think back to my super model days, I remember that I had to have a thick skin. If you had the wrong eye color, wrong hair color, wrong weight, Big hands, small feet, large nose, small ears, freckles, pimples or whatever and it wasn't what the casting agent was searching for . . . you were just WRONG. And they were harsh about it.
Okay, I was never really a super model. However, that is the general reputation that industry has. So many people want to do it that advertisers can get exactly what they are looking for . . . I'm sure people have the wrong look for ads and get cast aside all the time.
I do get the sensitvity to the issue, I really do. And advertisers usually use consumer trends in order to choose how they advertise . . . so this is a statement about what consumer research says appeals to people.
I agree it is sad that we are still viewing people that way. I guess an advertiser going along with it keeps it going. But they're just trying to sell cars and appeal to consumers.
So, I see this as unfortunate and wow, how embarressing to put what they did in print----- but I see it also as part of that whole selling/buying thing and the models that they think move it along. Note . . . they wouldn't hire me either.
Okay, I was never really a super model. However, that is the general reputation that industry has. So many people want to do it that advertisers can get exactly what they are looking for . . . I'm sure people have the wrong look for ads and get cast aside all the time.
I do get the sensitvity to the issue, I really do. And advertisers usually use consumer trends in order to choose how they advertise . . . so this is a statement about what consumer research says appeals to people.
I agree it is sad that we are still viewing people that way. I guess an advertiser going along with it keeps it going. But they're just trying to sell cars and appeal to consumers.
So, I see this as unfortunate and wow, how embarressing to put what they did in print----- but I see it also as part of that whole selling/buying thing and the models that they think move it along. Note . . . they wouldn't hire me either.
El, I do understand what you are trying to say here. I really do. And for certain products and ads, perhaps very specific descriptions are necessary. For example, it probably wouldn't make sense to have a very dark skinned person (of any race) for a sun tan salon or something. But for a car ad? What difference would it make if someone was dark or light skinned? So yes, I would consider that rather inappropriate. I dont' think it's an entitlement issue, but more a reality that equality still has a way's to go.
I can't tell is you're joking or if you're serious...
"It has nothing to do with entitlement"
Really?
The role SPECIFICALLY calls for a not-too-dark african-american. A darker-then-they-were-looking-for african-american turns up, get's turned down for the role, get's p1ssed off, reports it, and has now caused a stink because he didn't fit the profile that the casting agency specifically asked for.
You don't think that the darker-than-they-were-looking-for guy feels like he was entitled to, or deserved, consideration for the role?
Sure looks that way to me, from the way the article reads.
"It has nothing to do with entitlement"
Really?
The role SPECIFICALLY calls for a not-too-dark african-american. A darker-then-they-were-looking-for african-american turns up, get's turned down for the role, get's p1ssed off, reports it, and has now caused a stink because he didn't fit the profile that the casting agency specifically asked for.
You don't think that the darker-than-they-were-looking-for guy feels like he was entitled to, or deserved, consideration for the role?
Sure looks that way to me, from the way the article reads.
Some people just don't get it.
In light of our country's history, of course this is horrible.
This reinforces a stereo-type that lighter skinned is better. Are you aware of the dangerous products people have used to try to lighten their skin ?
It has nothing to do with entitlement.
This reinforces a stereo-type that lighter skinned is better. Are you aware of the dangerous products people have used to try to lighten their skin ?
It has nothing to do with entitlement.
I actually think that Acura is a pretty racist car manufacturer. I mean, have you ever seen one with WHITE tires?!?
In all seriousness, I don't see anything wrong with this. What if the agency was looking for someone with "not too long hair", or "not too overweight", or "not overly happy child", or "not an albino"?
Would that give rise to every long-haired hippy, fat-person, grumpy-children & albino, to complain when they don't get cast for a role that they wanted?
The sense of entitlement in this country is appalling.
*Side-Note: I'm a not-too-dark 1/2 "African American"... I probably could have gotten that role! Sh1t... forget it. I'm unattractive and EXTREMELY unfriendly, so maybe I wouldn't have fit the bill. Well... off to complain that I didn't get the part!
In all seriousness, I don't see anything wrong with this. What if the agency was looking for someone with "not too long hair", or "not too overweight", or "not overly happy child", or "not an albino"?
Would that give rise to every long-haired hippy, fat-person, grumpy-children & albino, to complain when they don't get cast for a role that they wanted?
The sense of entitlement in this country is appalling.
*Side-Note: I'm a not-too-dark 1/2 "African American"... I probably could have gotten that role! Sh1t... forget it. I'm unattractive and EXTREMELY unfriendly, so maybe I wouldn't have fit the bill. Well... off to complain that I didn't get the part!
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