Verizon has recently released a commercial that introduces us to an Italian Family called the Coloreo’s that has been deemed as racist towards Italians. I will say that Verizon did do a good job in giving the Coloreo’s every Italian American stereotype in the book from tacky track suits to pinky rings to shady deals with ‘pseudo’ family members but did they do anything wrong? Check out the commercial below and judge for yourself.
Verizon played the race card, this is true, but like the Chappelle Show and Family Guy before them showed us, racism – something that almost every person in the World has been exposed to in some form – can be delt with head on. These shows were not afraid of grosely over-exagerating these stereotypes instead of shying away from them. This is important in that it reinforces the notion of such a stereotype being ridiculous and unwarranted by flipping it on itself. In addition, absolutely nobody is safe from getting called out on these shows – any religion, race, ethnicity, sex, person – literally anything can become the subject of stereotyping.
Racism is prevalent in America and this isn’t anything new. Change has come with the Inaguration of now President Barack Obama, rendering Dr. Martin Luther King’s dream a reality. Does this change the perception that America is indeed a racist nation? Absolutely, and I think it has been heading in this direction for some time now.
This commercial touched upon stereotypes that are almost mainstream in TV and Movies, why should Verizon’s fate be so different…because it’s a commercial? As a Jewish American I’m well aware of stereotyping and I consider myself pretty good at not being sensitive to it. This is no different from Family Guy or The Chappelle Show and should be viewed as such.
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Letter sent to Verizon:
Brenda Raney, executive director of media relations for Verizon Wireless. She may be contacted at brenda.raney@verizonwireless.com. 908-559-7518.
Ivan Seidenberg Chairman & CEO ivan.g.seidenberg@verizon.com
Unfortunately, anti-semitism still exists. However, Jews are rarely ever stereotyped on TV. When I do see it, it is Jews poking fun at themselves. The group that is the easiest to stereotype with no concern of financial consequences will get stereotyped. It is easy to do this to Italian-Americans because of mob movies and the Sopranos. If you make fun of a Black, Asian, or Latino person you are labled a racist. Make fun of a Jew, you are an anti-semite.
Make fun of Italians for the sake of selling cell phones your?????
Do you think Verizon would run a commercial with a group of black people eating fried chicken and watermellon at their picnic? Or a big redneck family of Irish drunks. Or a Jewish picnic with pushy, obnoxious family members? How about this for part of the script for an Asian picnic: “Hello, this is my wife. She give you good massage.” I realize this all sounds racist, but isn’t everything I just wrote comparable to the commercial with the Italian family?
I hate the commercial. And maybe it’s splitting hairs or even being slightly hypocritical. I’m not offended by satirical send-ups of culture, race, or even non-satirical ones (e.g., the Sopranos) done in an artistic context. The ability for us all to laugh at ourselves and each other is actually something that serves as a common thread. For example, I was at a Carlos Mencia show once and he worked through the crowd, poking fun at every ethnicity in the audience. In that setting, people enjoyed the barbs they were getting and were only upset if they felt left out.
So not entirely clear to me why I find the Verizon ad offensive – I just do. I think the difference is that in satire the hyperbole is clear. It’s an exaggeration based in some aspect of truth for the purposes of humor. The difference is that the Family Guy or Chapelle are actually funny. This advertisement isn’t at all creative or funny….it’s just over the top exaggerations for the sake of doing them.
What’s the creative angle there? The people working this ad campaign just phoned it in.
But there’s also a part of me that is irritated because I genuinely believe that no other ethnicity would be portrayed as such. Try to imagine any other stereootype (with the exception of an uptight, rythymless WASP family led by a bumbling patriarch) being portrayed in such a light in an advertisement. Would never happen.
@Rocco,
. As a Jew, if I saw this portraying Jews in a negative light I don’t think I would really care too much. Then again, this isn’t about Jews this is about Italians so I don’t know.
I believe it’s a very slippery slope. This commercial is no doubt stereotypical but is it truly offensive to you? If I were to come to your house for a barbeque would it be like the Verizon commercial? If no then it shouldn’t offend you as it’s a stereotype and not truth. If yes then I don’t know what to tell you
@J Rossi
I completely agree with you. All of those situations would be the same as far as the stereotypical portrayal of a given race.
@Tom
I think that you are right and wrong. Some people get away with making fun of ALL races and some do not. For example, Dave Chappelle made fun of everyone as does Family Guy. There is a difference between playful stereotyping and genuinally being mean and I think that also plays into it.
I would be very worried if Jews were stereotyped in the media as the Italians are. That would signal a dangerous downward slide in our society.
Dave Chapelle, Carlos Mencia, Jackie Mason, Richard Pryor, etc. are comedians. You sort of expect irreverent topics from them. I don’t like the fact that advertisers are stereotyping people. My 10 yr old son doesn’t need to be influenced that way. The ad should be pulled.
I found the verizon advertisement depicting an Italian family gathering grossly offensive and downright ridiculous. I don’t know where your marketing department researched its material, but I don’t know any Italian people, friends or relatives, that actually act like the characters depicted in your advertisement.
If you ever have the guts to display the assets of our heritage in the real rich tradition it actually deserves, try researching some history books…I am confident that you will find an infinite amount of accomplishments and contributions unequaled by the same ignorant people poking fun at us.
By the way, I have cancelled all verizon services and am now using Cavalier phone and high speed internet services. I will never even consider using verizon again.
@Ronald
This is true. After talking to a couple of my Jewish friends and family I have come to the conclusion that although I would not be offended if this commercial stereotyped Jews it would offend some of my family members and friends…
@Giovanni
Very strong words for Verizon and I completely agree with you that they tragically stereotyped Italians. But as with any gross exaggeration, it’s not fact and shouldn’t be treated as such. You are Italian and know how rich your history and pride is and nobody can take that from you.
The fact that this is asssociated with an advertisement is perhaps what bugs me most. Being that things you see in a sponsor’s advertisement associated with their products are almost construed as a tacit endorsement, companies are a little reticent to push the boundaries for fear of alienating viable constituents in their customer base (with the exception of beer or men’s body spray commercials or godaddy.com, which feature hypersexed vixens lusting after guys with abandon – but those perceptions appeal to their target audience.) You wouldn’t see a diaper commercial featuring a baby with sexual orientation issues trying to kill his mother with automatic weapons, although you see it every week on the Family Guy. Unless, advertisers thought there were gun-toting sexually ambiguous infants out there that needed extra absorbency and they had to corner that market.
So I don’t care if a work of art or comedy or satire has the intent of pushing the boundaries…that’s why art exists. Verizon is supposed to want to sell me communications products. So you wouldn’t see a commercial full of Jewish-Americans acting in an offensive manner around a picnic table, because someone in the PR shop would say “are you nuts? this will offend Jewish people….” even if the people viewing it know that these are gross exaggerations. The fact that a corporation and/or ad firm would think that this commercial would have no blowback is ponderous. They’re saying either this is such a non-viable part of our customer base that we don’t have to worry, or, we think this will resonate with those people because it’s a pretty spot-on description.
This commercial totally offended me. I’m glad so many of you agree. I will be writing a letter to verizon as well. Thank you Peter Fosco for posting the contact information for verizon. I urge all Italian Americans to write similar letters to protest this commercial and demand it be taken off the air. I am a proud first generation Italian American who is sick and tired of the media using this bloated and fictionalized stereotype of my ethnic heritage to line their pockets.
Alex,
I am a communications teacher at a high school. I happen to be quarter Italian, so I may be biased. My unit on mass media includes examples of stereotyping, sexism, agism, racism, etc. Without a doubt, this commercial is a loser in terms of ethical behavior in advertising (if there is such a thing). Even my 16 yr old students recognized it when I showed it to them. Your readers are right; advertisers, and the media in general, won’t do this type of thing to other groups for fear of backlash.
To: Alex Becker
Alex, Sweetheart, Bubbeleh [sic],
In my capacity as a perenniel ‘media monitor’ for an Italian-American anti-defamation organization, I have been perusing, on a daily basis, the various media venues [ie, the motion picture & television industry {hollywood}, the print media, -> newspapers, magazines, etc., etc., commercial, advertisements, video games, -- you name it] — And in said capacity, over the years, I have personally observed and catalogued over 1,000 occurrences of negatively stereotypical, downscale, and otherwise uncomplementary portrayals, characterizations, references, etc., ad nauseam, WITH LITTLE ATTEMPT AT BALANCE. This pattern is persistent and perenniel – day after day, week after week, month after month, year after year without abatement. Moreover, it is inconceivable to me that you as a “media maven” , if you will, could be ignorant of this patently pronounced pattern, which is why I found your piece to be disingenuous at best, and hypocritical at worst – A piece which I could readily deconstruct, sentence by sentance, if I had the time or the inclination — Needless to say that in this age of ‘political correctness, it would be unthinkable to inflict such treatment on ANY other group – especially certain favored groups – take for instance Asian people, wherein it is not acceptable from a “PC” standpoint to use the definitive word “Oriental” any more – that word is now thought to have negatively stereotypical conotations – How about the name of the Washington pro basketball team being changed from “Bullets” to “Wizzards”, because of the pre-dominance of African-American players — Additionally, in my daily media monitoring efforts, I cannot remember the last time I heard a defamatory/derrogatory refenence, etc., being directed at Jews. Finally, many of us find it particularly irksome that the most of the denizens of the various media venues consider themselves to be abiding ‘liberals’, respecting ALL ethnicities, nationalities, racial & religious groups, with ONE glaring exception — Let me say that I know for a fact that many good people are getting fed up with these interminable and routine assaults on our heritage, to the point of seriously contemplating class legal redress. So in conclusion, we pose this query to the so-called media liberals:
Can you say?
mean-sprited
double-standard
Italo-phobic
hypocrisy
moral aridity
bigotry, etc.,
PJ DeMarzo
@Sofia
I understand that the commercial is stereotypical and biased and I’m not saying Verizon is right. What I am saying is that people are ready to burn Verizon at the cross for something that happens on mainstream TV 4-5-6 times everyday. It’s almost as if people watch these stereotypes on Family Guy then see a Verizon ad during the commercial break and all of the sudden find that offensive but not the show because the show is “meant to be funny”.
I proposed the same question Here on Yahoo! Answers and I really think the best answer was the first. “I think we all conform to our respective stereotypes more than we like to admit…”
@PJ
I apologize in advance if anything I wrote offended you as that was not my intention with this piece. I’m basically playing “devil’s advocate” of sorts on the issue. I’m going to comment on what you had to say about the “Liberal Media”
mean-sprited – i don’t think they were intentionally trying to offend Italians.
double-standard – yes, absolutely there is a double standard but i think it’s more along of the lines of hypocrisy
Italo-phobic – once again, i don’t think any of the people behind the creation of this commercial are anti-italian (in fact, it would be interesting to see if any Italians were behind any facets of this Commercial’s inception.)
hypocrisy – 100% hypocritical
moral aridity – to some extent (i had to look this one up!)
bigotry – technically, yes.
I appreciate you taking the time to comment and hope you follow up. Have an excellent weekend.
Alex
Pleeeeeeeeaaaaaaaassssssssseeeeeeeee!!!!! Aren’t there more important things going on in the world to worry about than a commercial. As an Italian-American, I did not find the commercial to be offensive at all. I thought it was nice to see a family gathered together enjoying themselves, instead of being torn apart by the loss a loved one due to a stray bullet or hit and run driver.
Put on your big girl underwear and deal with it.
Alex:
I would agree that Verizon didn’t set out to offend a specific group of people. In fact, I recall that Verizon had a previous ad (a few years back) that showed how a mobster type guy would appreciate Verizon because the network would be accessible down by the docks, where “he did most of his work.” However, in that spot, the mobster had blond hair and was sort of fair skinned – so somebody at Verizon had to make a conscious decision not to push the depiction too far.
But I disagree with your premise that you can lump a television program or movie or painting or sculpture or whatever is characterized as an artform into the same category as a commercial. True, commercials, can at times be creative, entertaining or even be a parody…but the Verizon commercial was none of these things. It was simply “here’s a bunch of dumb guineas who would be able to use our communications products to faciliate their oafish discussions and obnoxious lifestyles…hooraaaaaaay!” The subtext/punchline of the commercial being that the network is useful even to morons, but of course, the rest of us Americans would be using it for something of greater merit.
I think the other thing that mildly annoys those of us of Italian descent, is that we’re a reliable go-to, anytime you need to present someone as stupid. White males in general are portrayed as utterly incompetent in most commercials – if you don’t believe me, scrutinize the commericals the next time you watch TV…invariably, it’s men who accidentally buy the leading bargain dishwaster brand and ruin the dishes, don’t know what to do when they get diahhrea and need their wives to bail them out, or get their Eggos stolen.
But one layer below that are Italian-americans with New York/Northeast accents. Not trying to put forth a “woe is me” vibe, and I would blow off the lame Verizon ad as such if they actually did do a spot that was a send-up of another ethnicity. But that not being the case, the rules seem to be that it’s ok to cross certain lines with one group of people that you would never dare do with another. To me, that mindset is even more insulting than the actual stereotypes put forth.
Ok, everyone…check your entry stubs to see who wins the “Too Cool for School Poster” who inevitably shows up on a message board discussion to tell everyone else how they’re wasting their time enjoying a rigorous debate about something that falls below their threshold of worthiness.
Whoever had January 24, 10:22 PM is the winner, thanks to Nedina.
If you indeed have more important things to do than discuss what Mr. Becker has put forth for discussion, by all means, go get to them.
It goes without saying….I am indeed sorry if your family suffered such a traumatic event as a drive-by shooting.
And for the record, I’m against them too.
Hey Nedina,
I’m casting models for a “big girl” underwear commercial. Are you interested?
And thanks for shedding light on the fact that there are more important things to worry about in the world. I didn’t realize it until you mentioned it. Nedina has all taught us that we should not speak up about things that we feel are wrong unless they are really BIG issues that she is interested in. I can’t believe that I took the time from being a special education teacher in a Baltimore High School to discuss such a trivial matter. Thanks for getting us on track!
Don’t you people have anything better to do than worry about this commerical? I mean really…The ecomony has fallen apart, people are losing their jobs, home and everything the own and this is what you people want to talk and worry about. I think the commerical is funny. It reminds me of my own family get togethers. I do not see it as Italian, I see it as family. Why does everyone have to think everything is racist. You can not say or do anything anymore without someone wanting to throw the race card. Grow up and get over it!!!
See above idiot
I couldn’t help but notice how much this simple commercial stirred so many responses out of majority of viewers I’ve talked to. The reason I came across this article was the recent change I noticed in the commercial. When it first aired and for a few weeks after, the last member of the family introduced to the audience was “Uncle Ray.” From what I remember it was: ” This is my uncle Ray. He’s not my real uncle but he doesn’t owe me any money; so he’s a keeper!” I definitely thought that was the strongest stereotypical comment towards Italian-Americans, and sure enough it just about came out as fact. If you have seen the commercial on T.V. just recently you probably noticed the change(unless you don’t have ADD or pay attention to detail like I do) where uncle Ray gets introduced but phrase “he doesn’t owe me any money,” is cut off so now it is (from memory) “This is my uncle Ray. He’s not my real uncle, but he’s a keeper!” The commercial does not have the same flow to it anymore and I guess it was redone for a reason. I think that part really could have offended most Italian-Americans so that could be the reason why it was cut, but the reason I posted this response was to see if anyone really know the real reason for the change in the add or if you even noticed it for that matter.
As I say in my post about this same commercial, “the problem with racial stereotypes was never that they perpetuated negative racial perceptions, but the fact that they perpetuated racial perceptions at all.”
Click here to see my comments about the commercial.
@Gabriel
I didn’t notice that they changed the Verizon Wireless Commercial. I checked the video I posted on this site and it is the Original Verizon Wireless Commercial, not the new edited addition.
I guess I’m also a little surprised myself at not only the number of comments here, but rather the fact that many of these comments are almost the length of my original post. This commercial clearly struck a nerve in some people which is probably what they wanted. Unfortunately for Verizon, people remeber NOT to buy their products or services.
Verizon Wireless is fielding MANY complaints over this commercial. Thanks to all of you who at least recognize that the ad stereotypes people. Many people are not going to feel as strongly about this type of thing as someone who is from an Italian background. I’m sure that there have been things that I’ve missed or shrugged off about other groups simply due to the fact that I am not a part of that group. However, I don’t dismiss their concerns as trivial. Imagine all the things that would not have changed if someone didn’t speak up?
Verizon Wireless called the National Italian American Foundation – apologized, and claimed that they were going to pull the ad.
Listen, this commercial is down right epic. I’m 100% Italian, grew up in an Italian neighborhood, speak Italian and English fluently, eat my mostaccioli every Sunday (ooops heaven forbid I say that I eat mostaccioli on Sundays you all might think it’s a stereotype). I guess what I’m trying to explain to half of you “fake” Italians is that, you just want to be heard as “an Italian” like you’re one of us. Let’s face it, everyone wants to be Italian. So, if you’re REALLLLLLY an Italian, next time someone….anyone (Italian or not) says a stereotype even joking around, go ahead and ignore them. My family/friends spout stereotypes and racial Italian slurs all the time, it’s no big deal. Get over it you medagons.
@nick
Me and my friends and family are the same exact way. We give each other shit but it’s all love. If you take everything personally what is left to enjoy in life? In the end you know who you are and what you stand for so who cares what other people say!!!
Well to all that think this commercial was in any way racist,your morons and need to get a life and stop trying to misjudge everything you see and hear.
I thought the commercial was hysterical and was very disappointed when it was edited to exclude the “he doesn’t owe me any money” line. By the way, I am Italian. This commercial is typical of families in general, not just Italians. Maybe Verizon should consider advertising on HBO as they must have a more sophisticated audience which was demonstrated by the high ratings of the Sopranos!
As a member of a large Italian American family from the North East United States I can’t dispute Verizon’s portrayal of this family.
While it is stereotypical, it is hilarious because it is dead on.
The part that was edited “He doesn’t owe me money”, could be construed as offensive to some as it has undertones of the mafia.
You people who are offended need to lighten up, I assume the Italians that are offended are not from the North East, if they were they would just nod their heads in agreement.
Yes there is a double standard, this type of stereotype would not be tolerated by the Al Sharpton’s of the world were it aimed at other groups.
However if you can’t laugh at yourself and the stereotypes of your race/ethnicity, etc. then you have more serious issues to deal with.
If the commercial is not stereotyping Italian Americans, why did Verizon edit it?
Alex,
So you’re ok with the next Verizon commercial with a backyard full of cheap, obnoxious Jews with extra big noses? Yes or no? Seriously. Please answer yes or no.
I’ve seen this racist depiction of Italian Americans many times and find it grossly offensive. I don’t know what their marketing department was thinking of but I do know they would ever take “pot shots” at other races or nationalities. I have to ask is there going to be a series of commercials along this line? Perhaps some could depict a black family gathering with people eating fried chicken and ribs; an Irish family gathering with people drinking beer and eating potatoes; a Jewish family gathering with people counting money; or a dysfunctional WASP family gathering. I can go on and on but I don’t think Verizon will do this to any other race or nationality. The media has always poked fun of and depicted Italians as either buffoons or members of the Mafia. Perhaps they think we are “fair game” and that Italians are too stupid to realize they are being ridiculed. I think it’s disgraceful and it is about time that this type of message was stopped. I have taught my children about their proud heritage as well as tolerance of other people and would not condone their making stereotypical comments about other races or nationalities.
How can a commercial that negatively portrays an ethnic group in America be OK? Its not that we are even talking about Italian Americans, if this was another ethnic group we would hear about it and then some. The constant defamation to Italian Americans in the mainstream media can not be condoned nor supported and companies such as Verizon should be well aware of this fact. Verizon should be held responsible for their actions, especially since a large part of the American consumer is at some degree Italian American. A public apology and immediate pull of this commercial is in order. Negative doesn’t sell, Marketing 101.
Hey Rocco, thanks for your comments. As an Italian-American, I didn’t know I wasn’t allowed to express my opinion.
And to R. Ament, your sarcasm is wonderful. You don’t know me and what my interests are. You are entitled to your opinion but as far as I’m concerned it leaves alot to be desired.
My thanks to Audi S and Nick Anthony Napolitano. 100% true Italians.
As a member of a large Italian American family from the North East United States I can’t dispute Verizon’s portrayal of this family.
While it is stereotypical, it is hilarious because it is dead on.
The part that was edited “He doesn’t owe me money”, could be construed as offensive to some as it has undertones of the mafia.
You people who are offended need to lighten up, I assume the Italians that are offended are not from the North East, if they were they would just nod their heads in agreement.
Yes there is a double standard, this type of stereotype would not be tolerated by the Al Sharpton’s of the world were it aimed at other groups.
However if you can’t laugh at yourself and the stereotypes of your race/ethnicity, etc. then you have more serious issues to deal with.
ok listen to what I am gonna say…..you are all sick! any italian who is on here raising hell over a stupid fucking commercial really needs to check themselves….you’re not that important! first off lets talk about reverse racism…..all you italians wouldn’t have a word to say if it was a black family eating chicken and drinking grape drink. but as soon as they make a spoof commercial about italians you get sand inyour vaginas……you wanna support italians…why not remember that all those people in the commercial are working italian actors trying to make it in a crazy business…and by souinding off and bitching you are increasing the chances of verizon pulling the commercial and in turn taking money out of these italian actors pockets…..now you all may feel so damn superior at home on the couch , remote in one hand, ego in the other…..but next sunday when you’re sitting at the dinner table with your cousin vinny and you guys are eating fresh mozzarella and tomato and waiting for the pasta to be ready….just know that you are that commercial….you’re not better than anyone…..I happen to be italian and i will tell you that the commercial is actually pretty accurate! when is the last time a big italian family at a family reunion sat around and did a fucking chemistry experiment? anyone? don’t worry i’ll wait………….nothing? i didnt think so!!! nobody got wacked in the commercial….there were no sit downs….and no daughters coming from the floor of a catering hall at her wedding! it was a friendly italian family who is having a nice bbq and enjoying themselves….so yeah go ahead try to get it off the air…..what a big victory for the “plight” of italian people everywhere…..you guys are true civil rights contributors lemme tell ya’…..you’re all a bunch of sour grapes! maybe you should spend a lil more time in the bedroom takin care of business and less time on the internet tryin to have your meak unimportant voices heard! there is no racism involved in this commercial…..and if you think there is then all i can tell you is you feel that way because you are that italian who doesnt like black, spanish, asian people etc….cause no one is better than italians right? so now that a spoof commercial comes your way ,you see it and it stings …why? cause your superior italian ego has been damaged…..please do us all a favor…shut the fuck up already! unless you plan to stand up and voice against all injustice against all races save your breath….because what you’re doing is being prejudicial in your opposition…..” oh, i only care about bad things against italians” …but fuck everyone else right? please please i beg you …go play with ur kids, go wash the car, go mow the fucking lawn….just do something else! cause you’re all sorry! kill yourselves!……and in conclusion…..mangia mi gugatz…..forgive me if i mispelled it…. buti don’t give a fuck!
@Ron
No, I would not be offended even a little bit. You literally pointed out stereotypes the same way that Verizon did. Do these stereotypes have merit? Sure, some Jews are cheap and have huge noses but I’m not going to take offense to it. In the end I know who I am and where I stand and just because a person or company says otherwise doesn’t mean anything…
and big shot mr. fosco….i wont even capitalize your name….you can be first on line to make a mangia!!!!!!
Sheesh, Its funny people. BTW, you can’t be two nationalities at one time. You are either Italian or you are American, make a choice and live with it. I’m not saying ditch your heritage, but your elders came here for a reason….to Americans and the hope for a better life.
Now, lets all go back to the original commercial and laugh at the humor that it brings to the table!!
I”ll reiterate and spell it out for Nedina…who felt free to start flaming in what was previously a civil discussion and told everyone to get a life but takes offense when she herself gets questioned.
When did I say you couldn’t have an opinion? You and your big girl bloomers can go nuts, kid.
Not disagreeing with the premise that, as an Italian-American (by the way, Italian isn’t technically a “race,” is it?) I can and do laugh at stereotypes and humorous depictions. I even love to give family and friends shit about it, as Alex said. I NEVER refuted that we can do that or laugh at this stuff on the Family Guy. Indeed, there are obvious tendencies and mannerisms that are distinct there and genuinely funny. I was even trying to be humorous in some of my posts and respectfully acknowledge others’s differing views. But just because I don’t have the same perspective as everyone and agree 100% with these other people I’m not a real Italian (btw..I speak italian and grew up in an Italian hood and visit family in Italy often and nobody in Italy considers all us Americans of italian descent to be ‘real’ Italians…so get over yourelves) or I need “big girl underpants.” WTF?
My point was that corporations and advertisers (not artists or people seeking to provoke thought or put forth satire) have zero qualms about using such stereotypes. I agree with Bernardino….the Al Sharptons of the world have effectively stopped a level playing field. THAT IS THE POINT!!
A few years ago, Abercrombie had an advertisement for T-shirts featuring a dry cleaning ad..the premise was a drawing of two Asian guys with the tagline “Two Wongs Make it White.” Yeah, i thought it was funny, but it got yanked right away because of protests by Asians. I wonder…how many of the Asians that protested also enjoyed playing a Japanese video game where two squat little handlebar mustachioed plumbers named Mario and Luigi jumped down a toilet?
THAT is my point, which Nedina is distorting here. Why not have a commercial full of Irishmen fighting and drinking in the back yard while the Verizon guy tells them about the network. Or Asians crashing their car into the back yard while doing bad karaoke? Why the disparity in comfort level- regardless of the humorous hyperbole? Why not let ‘er rip for everyone? Why are we the only ones expected to be able to shrug it off? That to me is the disrepectful part. Not that they would put forth a lame attempt at being funny (is the commercial all that creative?) but that they respect other tribes more and won’t go there.
So Nedina, maybe I take the lack of a level playing field more personally than others. Doesn’t give you the latitude to be condescending or dismissive about it. And then you compare the relative importance of posting on a website to being concerned about drive-by shootings? Where exactly did you study logic? If that’s the case, we should never log-in to our computers and all be out on the street being human shields for those poor families being shot at.
Ridiculous.
American of Irish heritage here and I love the stereotypes about my “folk,” particularly the great tee shirts every March. Great debate above and I only offer the following as a pedestrian observation. I married a lovely Italian lady and her family is, in fact, “family.” I’ve been to THAT family gathering — together with its various generalized undertones — and, as a result, the original commercial was hysterical to me. And, yes, I laugh at all kinds of crazy humorous portrayals of red-nosed (not red-necked) lads with Murpheys in hand…….because that’s funny stuff.
And remember the Chinese restraunt scene from A Christmas Story (”Fa Rah Rah Rah Rah, Rah Rah Rah Rah”). Great stuff.
@k_carper
I like your style, and your moves.
I laugh at this, not for the spot itself, but because I can’t believe some idiot CMO approved it. (By the way, the “O” stands for “Officer,” Copernicus; you’re doing a real bang-up job representing your organization.)
Thing is — if something’s genuinely funny and some a##hole deserves it, then I’m the first in line to bring ‘em down in front of everybody. Oh, Italians most definitely included. BELIEVE ME, I respect a spade calling a spade, regardless of color, creed or hairdo. I make fun of anyone who steps in their own dog shite, and there are plenty of you (in fact, a few imbeciles reading this can smell it right now).
But this junk TV spot doesn’t earn you nearly the currency from which you can make such a large withdrawal. Chest-haired-Brooklyn-accent and a gold chain? Wow. That’s amazingly original. No high school kid could’ve ever conjured that. You deserve a gold lion, pencil, and whatever pyrite-plated trophy you seek.
You’re a crap agency with no strategy producing a shite campaign with little-to-no supervision.
Here’s the thing: you presented it with conviction; you told the client that a 78-Italian-American crowd of fat, dim-witted, track-suited greasers was necessary to inform the nation that Verizon’s “in” calling program was relevant and valuable; even more importantly, you took the client for drinks at 3:30pm on a Tuesday.
Verizon, hear this: your agency is a joke, and it’s presenting you memorably only to those who are incensed — all the while irresponsibly exposing you to legal risk, just for good measure. Truly, what more could any multinational brand want in this economic climate?
Ultimately, I can’t blame the shop. I blame the client-side decision-makers. The way I and every consumer see it, it’s in your best interest to fire both them and yourselves.
Anyone today with such a wayward compass deserves to command the lobsters passed into the Colorios’ toilet, not the styrofoam props flipped on the backyard grill during takes.
Embarrassed by you,
Steve Susi
Want to discuss? Let’s go:
stevesusi@gmail.com
P.S. Had this spot featured Blacks or Jews, HEAVEN FORBID the firestorm you’d have to endure. The national news media would’ve had a field day. Pretty sure nothing legal will result from your dumbness. Maybe that oughta change, you rednecks.
good debate going on here. in the end, we can point out the flaws with everything. just take it for what it is…
Rocco, go back to your 1/25 entry and see who lit the torch. Your condensending remarks were not appreciated. I respected your comments, but didn’t realize you had to graduate cum laudi to join in the conversation.
God bless you
It saddens and angers me to see you, like many others depicting Italian Americans as ignorant gangster/mafioso types.
My grandparents came to this country legally & worked long & hard in this country doing manual labor. They helped build NY’s transit system prior to unions – where if you didn’t understand the english language & didn’t realize it was lunch time you worked straight thru – you learned English fast.
If I was black or hispanic American the media would be in an up roar of your depiction. Your commercial goes to prove that bigotry does still exist but doesn’t mean anything if you’re not the “in” minority – that’s kind of racisim all in itself.
It is a disgrace. I have had verizon in my home all my life and never would have expected this from your firm, but I guess like everyone else you’re jumping on the current band wagon.
I will continue to be proud of my heritage knowing that without hard working honest immigrants like my ancestors this city and country would not have been built.
Ray Fonseca, please call the mothership to have your prescriptions dropped off. Also, have them reprogram you to add class, intelligence, and the ability to accept the fact that people have opinions that differ from your own. Take care.
Merci, A Beck. Nice site and good people participating. Glad I found it.
I was looking for the answer why the Uncle Ray intro was changed. Cant believe all that I have read here. I found the commercial to be light hearted and funny- something I related to AS A HUMAN BEING, period. I loved the letter that asked how we would feel about a commercial being made with red-neck Irishmen. Really? Rednecks from Ireland? To find something offensive here you really had to WANT to be insulted! It was a family getting together and enjoing one another. What is wrong with that? With all the violence on TV the commercials get your attention?
I worked for 37 years at that company..If they spent more money giving good service then I would not have went to at&t for my cell service.. The roaming charges and attitude drove me away..I went to at&t and a few days later I got a card in the mail from Vz that they will offer discounts to retired employees.. Then I get a overpayment check for $8.00.. The next month I get a multi-paged bill for $0.00.. Wise money wasted on paperwork.. No, I cant hear you now..
T. Stuckel,
Straight fron the horse’s mouth – Lowell McAdam, CEO of the wireless division- “thought the line was too strong.” I respect your opinion, but perhaps you’re not someone who identifies with this ethnic group and hasn’t seen the same old stereotype over and over again?
I’m glad to learn that the commercial will be yanked. Stereotype in the comfort of your own home, or at a backyard cookout with your friends and family. Corporations and ad agencies should stay away from it. It’s bad business. I wonder how much money they blew on “Big Pussy” from the Sopranos? Why was he in the ad? Oh right, the Mafia thing.
I think “Redneck” refers to the fair skinned people of N. Europe who get sunburned real easy and have been historically shitty to anyone not like them. The Irish, Scotts, English, Germans, Dutch, etc. And yeah, as an African American from the Yamacraw district of Savannah, GA I’ve known some Irish rednecks. Back in the day we used to dread St. Patrick’s day – stayed outta the old town for sure. Ya’ll have nothin’ on the black folk when it comes to stereotypes on TV. Doesn’t make it right, but don’t give me some blonde haired, blue eyed guy bitchin’ about the first time Swedes have been stereotyped. Come see me when you reach the 1ooth time. My advice is to nip it in the bud. Peace.
Nedina:
If in your world, respoding with a 14 year-oldesque “ppleeeaaaaaaaaaaase” and “go put on your big girl underwear” constitutes respecting one’s comments, again, I wonder where you learned how to debate.
And then the “cum laudi” non sequitur lost me yet again. What are you even talking about?
Anyhow, I think that Jack Waltz’s Khartoum is sufficiently dead, so no need to beat it further. Especially with some real atom-splitters like Fonseca now in the mix, the discussion is heading south pretty quick.
Out.
I think ethnic stereotypes are funny. They make me happy. Lighten up. As long as it’s not about my group, I’m good with it. Also, I love sewer treatmant plants as long as it’s not in my backyard. Now, show me a commercial about those hilarious Jewish people or those colorful Puerto Ricans!!!
@Tammy
LOL! I love ur attitude. I wish everyone was as laid back as you and I, I doubt there would be wars in the world!
The commecial is funny, get over it. If your Italian and you can honestly say your
family doesn’t act like that at all then your not Italian. It doesnt offend me a bit.
Im half Irish and half Italian and I was raised by my moms people ( Napolitan ).
Were totally like that commercial. My wifes side is all from Sicily and theyre
like that as well. A large, extended, neurotic and happy family .
I thought it was stupid before.. made no sense to me…… and I think it is stupid after. One of those commercials that make you cringe.
It’s actually more like an Armenian – American family. But Still racist!
What I believe upsets people who have posted on this site is not only the fact that this commercial pokes fun of Italian Americans but that we are not portrayed as anything else but buffoons or Mafioso. Perhaps if there was ever a “flipside” to how Italian Americans are portrayed then the commercial would not enflame so many.
For instance I do not see a movie of the week portraying any accomplishments by Italian Americans or a classroom discussion about Italian Americans accomplishments or treatment until perhaps college and that would be a four year college.
For example there are two Supreme Court justices (Justice Scalia and Justice Alito) who are Italian Americans, the Bank of America was founded by Amadeo Giannini an Italian American, Lee Iacocca managed Chrysler Corporation another Italian American, or Mario Renato Capecchi an Italian American molecular geneticist and a co-winner of the 2007 Nobel Prize in Physiology or Medicine. There are so many American authors who are of Italian decent I will just name a few: Pietro DiDonanto, Lawrence Ferlinghetti, Dana Gioia, Helen Barolini, and my own personal favorite Maria Mazziotti Gillan.
Has it ever been taught in school that Italian Americans were interned during WWII as they were considered enemy aliens. You have seen movies regarding the Japanese internment but never about the Italian American internment. I’m not saying that one is more unjust then the other I’m just wondering why there has never been a movie or it has never been taught in a history class. But then again Verizon formerly Ma Bell had a quota for hiring Italians in 1950 – I’m sure they are not publishing that information.
I believe all we want is a fair portrayal and this commercial is not it!
Bravo, L. Sparacio. Some people don’t seem to get the point that we’ve seen this same depiction over and over again since the 1950’s. It’s like your annoying uncle with the same lame joke every time he visits. For the person who is half Irish as I am, do you honestly see anywhere near the amount of negative portrayals of the Irish compared to Italians? Don’t get me wrong, I’m glad it isn’t the case. In fact, aside from African Americans, can any of you say that your ethnic group has been stereotyped in the media more? Don’t just give 5 or 10 examples, give me more. If so, whip out your list and I’ll whip out mine.
As far as the debate over the characters looking Italian and having family members who dress similarly. That’s fine. I know plenty of Italian Americans who wear golf shirts and khakis too. Do you mean to tell me that advertisers and script writers have to convey to you that someone is Italian only by dressing them in leopard prints and track suits?
Nedina,
You made it very clear that the people complaining about this commercial have nothing better to do, right? So, how ’bout you? Don’t you have something better to do than to complain about people who have nothing better to do? Now get those big assed panties back in the kitchen and make me a friggin lasagna!
You are all idiots.
Here’s the funny thing – I’m Italian & I thought they were depicting Greek Americans! I honestly did not find it insulting at all. In my opinion, they were highlighting that Italians (or in my mind, Greeks) are close to their families and would like to call all (or most) of them. Actually, almost all the Italians I know are close to their families. Where is the slander? Is it because they are swarthy and eating? Well, I’ve been to Italy and my people do love to eat good food, we do celebrate and frankly most of us are swarthy. The commercial didn’t call any ethnic group a slanderous term — cheap, liars, violent, etc. I really don’t see the problem and I believe we are all getting a bit too sensitive.
Berniche & Layla,
You are perfect for each other. Good luck!
I personally enjoy this commercial and absolutely do not find it offensive. It brings a warm feeling to my heart and brings back alot of great memories with my family. Pasquale Caputo alias Pat Cooper the very funny comedian would jab and make fun of his own nationality and was not put to death for doing it. I am very proud to be an Italian American and it gives me joy to see the humorous side of my ethnic background. Thank you Verizon and keep ‘em comin! Ciao. Jimmy V.
To, whomever thought it would be funny to blog in as my husband, you crossed the line.
Talk about “14 year oldesque” .
I’m Italian and found the comment that was removed to be funny. Actually, I wasnt offended in any way by any part of the commercial. People need to lighten up… It’s just a commercial. What ever happened to the first ammendment? Which one was that again? I think we tend to forget…
Dear Mr. Becker:
You misspelled the word grossly in your introduction. Untrue in one thing untrue in all. Your website lacks credibility, and is as disposable as my chewing gum wrapper. However the fine writing of Mr. Fosco and Mr. Sparacio. does merit some attention. Pity Mr. Fonseca, as I pity all such benighted vermin who revel in their own noise and never take the time or trouble to educate themselves. Italians have a history of not being united, and he just confirms it. His rantings are scatterbrained and woefully uninformed. Be that as it may, I am not offended by the ad simply because I do not watch TV . Italians will not cry out as a group over the ad because that is not their history. We came to this country to be a part of it, not to militate against it. We sought assimilation and elevation through sacrifice and perseverance.No handouts or whining, even when the conditions were as bad as other segments of the population. For the others who voiced their thoughts, let me just say that , yes, your are correct, there is a sinister. insidious ,unspoken bias astride in this country you inhabit. Italians are fair game . You will not see any other ethnic group depicted in such a disparaging manner. Mr. Fonseca would have you get over it and stop thinking yourself so superior. But then again. he knows so little of his own history and culture, he is content and comfortable to live with with the image portrayed by the mindless, faceless entity known as Verizon. Mr. Fonseca, your opinion is as inconsequential as the mind as that produced it. See Leonardo, Bernini, Vivaldi, Caravaggio, Giotto, Lippi, etc. Turn the TV off. It perpetuates the stereotype because people in those positions of influence want it to.
I love the people on this post who claim to be Italian just so they can take cheap shots at Italian people. So clever!
i really think you all need to get a life and stop being offended at every little thing. but as i have seen in life lately, everybody losses site of the big picture
it’s called having HUMOR , sadly most people have lost it…
I think everyone just needs to calm down. I’m Italian and I found nothing wrong with the commercial. I was not offended in the least. Is everyone going to boycott “The Sopranos” because it was a television show that portrayed many Italian stereotypes? I think people just need to stop digging so deep into whether things are racist or not and take humor for what it is.
I noticed this too. they also have a commercial with a black family who has just gotten Verizon. They are “in” so the dad wants to call his neighbors “because they are just like family” and are outside BBQing. The mom wants to call her “play cousins” who are playing spades, the college age women wants to call her “sorority sisters” who are on campus stepping. and the younger guy wants to call his grown “physics teacher” that was so upsetting to me being a black women. They chose to reach out to a community by stereotyping them?