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The Nivea Re-Civilize Yourself Ad is Being Questioned as Racist

By: Meghan Young - Published: • References: adweek & styleite
The Nivea Re-Civilize Yourself ad has become quite the hot topic as people question whether it features racist content. The slogan "Re-civilize yourself" is accompanied by an image of a black model who is about to chuck a disembodied head of his former, uncivilized self, picked-out Afro hair and all. Although it could simply be an arbitrarily chosen, innocent line, there is no doubt that many find it offensive.

As part of the brand's Look Like You Give a Damn campaign, conceived by Draftfcb, the Nivea Re-Civilize Yourself ad does coexist with another one that stars a white model also throwing away his severed, pre-Nivea head. That slogan, however, reads "Sin City isn't an excuse to look like Hell."

Nivea has since apologized, discontinuing the Nivea Re-Civilize Yourself ad. Stats for Controversial Cleanser Campaigns Trending: Older & Average
Traction: 2,153 clicks in 174 w
Interest: 1.4 minutes
Concept: Nivea Re-Civilize Yourself
Related: 38 examples / 29 photos
Segment: Neutral, 18-35
Comparison Set: 14 similar articles, including: fashion royalty photographs, ingredient-shaped foods, and epic oven ads.