I see a lot of fuss around the web about Microsoft’s photoshoped race switch in an ad targeting Poland. The original US ad had an asian man, a black man, and a white woman. The photoshop edit removed the head of the black man and replaced it with the head of a white guy.
To be fair, this fuss is justified. But the people who should be most offended are the Polish.
Based on the quality of the ad tweak, Microsoft can’t have a very high opinion of Poland or the Polish. How’d the conversation go when someone at Microsoft made the call to edit the original ad?
Grunt: “Sir, we need to get this ad to graphic design. It’s for a mostly white region and there’s one too many black guys in it.
Guy In Suit: “One too many black guys? Jesus Christ. Jjeeeeessssus H Christ. Jesus Mary and Fucking Joseph. Jesus Corncob Christ. Jesus Bartholomew Chri..”
Grunt: “Sir?”
GIS: “Right. Good find, my boy. I’ll put the order in right away. What market is this ad for?”
Grunt: “Poland, Sir.”
GIS: “Poland?”
Grunt: “Yes, Sir.”
GIS: “Just give me it. I’ll have my son work on it in the other room. He’s only four months old, but he’s got amazing dexterity in a couple of his fingers. Ha! Poland. Classic.”
Microsoft didn’t even bother to change the black guy’s hands.
Ok, black guy with black hands. Check.
Ok, white guy with OH MY GOD
I hope the Polish writing in the second ad reads — “Mike burnt his hands taking his fried chicken out of the oven. A white guy, eating fried chicken? What could be more racially neutral? Microsoft: Empower Your People”
But, based on Microsoft’s obvious low opinion of the Polish intellect, it probably reads — “Computers are hard. Keys go click. Mice go squeak click. Money=Computers. Computers=Money. Microsoft: Go Play With Blocks.”
Some people are defending Microsoft by saying that Microsoft left the asian guy in the ad. Of course Microsoft left the asian guy in the ad. The Polish, in Microsoft’s eyes, will see that the people in the ad are dealing with numbers and complicated electronical whirly-doodles, and they’ll expect an asian who’s biologically good with numbers to be somewhere in the room. The whole point of taking the black guy out was so the Polish didn’t see the ad and assume it was about basketball.
But my favorite part about this ad has nothing to do with the poor photoshop job. It’s how in both the US and the Poland versions, the woman’s monitor isn’t even hooked to anything. This shows that displaying women as smiley-faced idiots reads in any region. We can only assume that both the guys are smiling because the lady is having so much fun waving that little device around while making beeping noises. Or she’s showing them slides of her American Girl doll collection.
{ 5 comments… read them below or add one }
spierdalac kurwy fuck off you fucking bitches
Hey fuck off from poland!
Spierdalac kurwy? Isn’t that the name of that really poisonous spider in “Arachnophobia?” John Goodman was in that movie. He hates spiders.
Just to be safe, I put “spierdalac kurwy” into a Polish to English translator. I figured it might be something important based on “fuck off from poland.” The translator gave me “go shit in your hat whores.” Is that some kind of greeting in Poland? Do people tend to gather around some type of gigantic bathroom hat during social events?
As for the rest of your comment, I can only assume that your anger is directed at Microsoft for their low opinion of your country. I share this anger at those “fucking bitches.” But I suggest that you either write a letter to Microsoft or start your own advertising comedy blog as no one reads this one.
Thanks a lot for your comment and I hope you keep reading Mediabane!
-Bryan
haha – this is gold! satirical humour ftw!
if whoever only knew how much Polish was applied to so called “american inventions”, chuckle. I’m curious if those accomplishments would than be called stupid.
I also ask myself a question if such attempt at humor comes out of insecurity, ignorance or simply from lack of real knowledge end education.
I’m also curious why microsoft, and many others have so many research centers in Poland. I mean sure the labor is cheaper, but what value would you get when Computers are Hard.
Have a great day!
I suspect that Bryan does not even know where Poland is.Simple fact is that when you Goole “Dumb Americans” you will get 7,140,000 hits …wow! Google “Dumb Polish ” you will get 1,910,000 . Now you add the incompetent job that was done by Microsoft wich is an AMERICAN company most likely hiring AMERICAN ad designers …well Bryan it does not look good
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