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Least Creative Ad Of The Day: Chinese Detergent Brand Goes Full Racist

Qiaobi is getting deservedly criticized in China and abroad for its latest commercial.

WHAT: A laundry detergent ad that transforms a black guy into a Chinese guy by, uh, “cleaning” him.

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WHO: Qiaobi

WHY WE CARE: It may not be the most racist ad ever. Or even the most racist detergent ad ever, but in the year 2016 it’s still pretty jarring to see something so blatantly discriminatory and demeaning. Thankfully, the overall negative reaction in China and abroad has rightfully condemned it. As Shanghaiist pointed out, the commercial may have been inspired by a similarly insensitive Italian ad from just a few years ago. Folks, when we talk about increased global communication and cultural understanding through technology, this isn’t what we meant.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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