HSBC in race row over Sumo ad

by Staff, Campaign 27-Aug-08, 09:50

LONDON - HSBC, which uses the strapline 'the world's local bank', has been accused of cultural insensitivity after the "sumo wrestler" in its latest ad campaign was unmasked as an overweight white man called Brian.

Members of Britain's Japanese community have accused HSBC and its agency 141 Worldwide, of darkening the actor's skintone and using make-up to make his eyes appear narrow.

The actor, known only as Brian, is also wearing a Japanese-style wig and a traditional mawashi belt.

A spokesman for HSBC said the only make-up that was used in the shoot was standard photography make-up and was not intended to alter the model's ethnic appearance.

The controversy follows a public outcry after the Spanish Olympic basketball team appeared in a newspaper ad making "slant-eyed" gestures by pulling the skin back at the sides of their eyes.

A few days later, photographs of the Argentinian women's football team pulling the same pose also appeared on the internet.

Comments

Tommy Mancktelow - 27/08/2008

being oriental myself i never took offence to this ad, i did however think to myself how cheap HSBC were that they couldnt get a proper japanese sumo wrestler in the ad. it really does annoy me when people use excessive make up techiniques in photo shoots etc just to try make the caucasian person look asian/whatever other race when they should just get a person from that particular race.

Holly Brockwell - 27/08/2008

I noticed this ad in a tube station the other day, and as well as the obvious race issue, it also looks very Photoshopped. His body is artificially smooth for such a large man, his belly button is missing and he's completely hairless. Maybe he was just born that way, but it doesn't look right to me.

Lucy Heather - 27/08/2008

Agree about the poor photoshopping. Whole thing looks like the result of a quick deadline and cheap production. You can't make a silk purse using a pigs ear and you can't make a decent print ad using a fat man called Brian.

Hannah Lines - 27/08/2008

has the world gone mad? next thing you know women will be in uproar over drag queens misrepresenting them

s cole - 11/09/2008

Come on, this Sumo looks good. No one would of blinked a eye lid if you never knew. I have seen this ad all over the country from bus stops to massive billboards, even on the Home Page of YAHOO there is a video of the sumo for HSBC. Every time i see it i think it is great. so many peolpe now in to sumo-who said he was asian,no one. so get a life and enjoy.