Is Sony Racist?

One of the big controversies online at the moment is about Sony’s new PSP ads in Holland. The ads are for the new white PSP that is coming out which is represented by a white woman dressed in white, while the black PSP is represented by… yes you guessed it, a black woman dressed in black.

I first found this discussion on Engadget where people were discussing whether or not they find this ad to be racist. People seem to find it offensive because it appears that the white woman is holding the black woman by the face, thus appearing superior.

It would seem they missed part of the ad though, as seen on Joystiq, there are other photos included in the ad as well which has the women in opposite positions. I have to ask, is the photo where the black woman is dominating the white woman racist towards white people?

I shared my thoughts in the comments on Engadget:

I’m a Canadian living in Holland and can see things from both sides of this coin. In North America this just simply wouldn’t work. Here in Holland it’s very different though.

I’m not saying that -nobody- here is offended by this ad, but I do believe that less people would see it that way as compared to North America or some other parts of the world.

For example, look at one of the biggest holidays in Dutch culture – Sinterklaas. Sinterklaas is sort of their version of Christmas with “Sinterklaas” instead of Santa. (Two different background stories behind these characters).

Sinterklaas has a sidekick called “Zwarte Piet” (Black Pete or Black Peter). You can see info on Zwarte Piet here:
http://en.wikipedia.org/wiki/Zwarte_Piet

Basically it’s Sinterklaas’ sidekick / slave boy.

Here in the Netherlands (Holland) in late November / Early December there are Zwarte Piet’s everywhere you look. From dummies in shop windows, fake Zwarte Piet figures climbing the outside of buildings, or blond haired/blue eyed Dutch people dressed up in an afro wig and black face.

To the eye of an American it’s ghastly, to the Dutch, it’s tradition.

The North American in me can understand the reactions some people are having to this ad. On the other hand, after having lived here for almost 7 years I look at it and think “So what, it’s a clever ad meant to grab your attention and that’s what it does”.

I can assure you, 9 times out of 10 the people who live here walk by that ad and don’t see it through the same eyes as you would. They look at it, think “cool, new psp” and keep walking and going on with their day.

It’s all about culture, people.

What do you think of these ads? Do they offend you? Do you think it’s a bad move on Sony’s part? Is this bad marketing due to the reaction it has caused or smart marketing for the attention it’s getting?