I’ve been tracking the feedback on Toyota’s ad campaign for their Sienna Minivan. They made a commercial featuring a white, suburban family performing a rap parody. Some find it funny. Some find it offensive. If you haven’t seen it yet, here’s the video titled “Swagger Wagon”:
After watching it and contemplating my thoughts, I must admit that while I don’t see it as blatantly offensive, like as if they used the N-word thoughout the song, I do see it being offensive.
Unfortunately, my lens that I see the world through may be different than yours because I’m Japanese. I grew up having people hate me just because I looked different. After having people call me derogatory names that didn’t even apply to who I was--as if I were Mexican, Vietnamese, Chinese, Native American, etc.--I realized it had nothing to do with me personally, but it had everything to do with the fact that I was not white. So, when people do something that in essence mocks another race/culture/subset then I generally take offense to it. In reality, I rarely see anything overtly done in an offensive manor to African-Americans due to all of the public dialog that has transpired, but I see a lot of subtle racism against African-Americans all the time. I am in the camp that believes there is more to the “Swagger Wagon” video than some other may see at surface level.
After having said this, I will admit that there there are things that will have a similar sense of mockery towards other cultures, such as the movie Malibu’s Most Wanted featuring Jamie Kennedy, the son of a white politician in Malibu that acts as if he were a black rap star living in Compton. However, in watching the movie the mockery is really on Kennedy and the fact that he can never know what it’s like to be a black rap star. The movie doesn’t portray African-Americans as deserving to be mocked. In the end, there are redemptive qualities that reveal why one can be proud of their African-American heritage and why they could (and possibly should) take offense to someone like Kennedy’s character. However, I don’t see any of this in the Toyota commercial. I see it as a sense of trying to take away something that isn’t theirs. Using African-American hip-hop culture as the butt of jokes with Caucasians being the only ones laughing. Think about it. Who actually drives a Toyota Sienna minivan? Yes, it’s mostly a white, suburban, soccer mom demographic. Therefore, that’s exactly who this ad is targeted towards. It’s not a serious attempt at hip-hop such as from Eminem or Mark Wahlberg. No, it’s mockery at its subtle finest. Let’s white, suburban family earning $60,000+ a year have a laugh at the expense of blacks and their hip-hop culture and at the same time somehow find a cool factor in this video. Had the video shown a Sienna with 24″ chrome wheels and the dad been drinking gin from a bottle wrapped in a brown paper bag in his left hand while sporting a 9mm pistol in his right hand, I still think white suburbia would laugh, but the rest of us would realize it wasn’t funny at all. Notice how they also seem to go back and forth in their personas--when doing rap they use different voice and posture than when asking each other, “Honey, where are the kids?” There is just enough stereotype missing to be deceptive, yet enough in such things as the arm movements during the rap, throwing dice, and rope chain around the mom’s neck to realize they’re using stereotypes of urban African-Americans in the hip-hop culture. To me, almost every time stereotypes are used, it’s underlying intent is racist…even if only in a subconscious level.
As someone who isn’t a typical white, suburban dad I will agree that I am probably a little more sensitive than you. With all of the prejudice I have faced in my life, I am not bitter or angry. I don’t resent “the man” and I oppose affirmative action. I mean heck, Toyota is a Japanese company and obviously I can’t be racist about people from my own ethnicity, but it’s typical target marketing at the expense of people outside of that target market and I’m not a fan. You won’t find me blasting Toyota and white suburban people that find the video amusing and may even ultimately go buy a Sienna as a result, but I do feel like you should at least know my perspective and why it is offensive. Maybe some day you’ll learn to respect all people, not just those that look like you do, and realize that they have value and deserve respect, not mockery though stereotypes.
For a different view, here is a blog post from James Edwards who shares the perspective that no matter is done, all white people are racist in the eyes of non-whites. For the record, I obviously believe this not to be true: http://bit.ly/b0NAzE
Related posts:
- 5 people I follow on twitter and why: 3) Dave Anderson
- The American Church and the Race Card
- 5 people I follow on twitter and why: 1) Kem Meyer
- Confused about Deadly Viper shutting down? Me too!
- 5 people I follow on twitter and why: 5) Rick Warren
Tags: racist, swagger wagon, toyota sienna
I wonder if you’d feel the same way if they were spoofing a white dominated music genre like heavy metal, country, or punk rock. It would be easy to lampoon any of these, and the resulting video would no doubt make most white folks laugh, too.
Dave, I’m a middle class suburban, white guy. And what stood out to me is that Toyota is mocking the couple, which is kind of strange given that this is Toyota’s target market for the car: the soccer mom.
And the joke is on stereotype. I know a ton of couples exactly like this. But isn’t that what satire is for, to call out the silly.
Jonathan, for the longest time people probably perceived me as a middle class, suburban white guy as well. From that perspective I agree with your position and see humor in the satire. However, that’s exactly why I posted this. In reality, I’m not a middle class, suburban guy no matter what neighborhood I live in. As I started to embrace my cultural heritage I began seeing subtlety that seemed to strike a nerve in me of racist undertones. Sometimes it’s intentional, but most of the times it’s not intended. People just don’t understand how hurtful some forms of stereotype can be, or worse they don’t realize that they give license to continued stereotyping by masking it in humor.
I’m not overtly offended by the “Swagger Wagon” video because I am sure Toyota wasn’t trying to make fun of African-Americans or hip-hip culture. However, I do see that there are things such as going in and out of character and shooting dice, but doing it on a backgammon board are in-reality things taken from the black, urban street culture and now being used as satire in the video. I also know that in-reality, most middle class, suburban white parents won’t get the connection. I just chose to dig a little deeper than surface level to show how videos such as this are perpetuating stereotypes and when one laughs, they may not really know everything they are laughing at.
In my Asian-American context, you have no idea how many people speak openly about racism, yet will look me in the face and ask me if I want to go to a Chinese restaurant for some “flied lice” and think it’s funny. I’d like to see things like that cease to exist and I’m trying to bring attention to the fact that it’s just wrong for those people that think it’s just innocent humor. Not just for Asian-Americans, but for African-Americans, GLBT, the physically challenged, etc.
Thanks for your comment Jonathan. I do appreciate your perspective and your willingness to share it :) The video is all about ones perspective, therefore there will be many and mine is just one of them.
Regardless of whether you agree with the following two quotes take the time to read them anyway. 2PAC was and Jay-Z is one the top hip-hop artists of all time.
2PAC said “Rap music has done more for racial equality than any other personality or element has done. Racism, hatred, starts in the home, at a young age. But it’s hard to really teach hatred when your kid has a picture of Snoop Dogg on the wall. It’s really hard to say you should hate this guy, he’s less than you. It’s like, ‘Dad, he’s cooler than you!’ And Jay-Z would never been a room with Burt Bacharach under any other circumstance. You could have done all the marching on Washington and anything you wanted. That would have never happened if it wasn’t for black music. Or music in general.”
Jay-Z said ‘[Hip Hop] has changed America immensely… Hip-hop has done more than any leader, politician, or anyone to improve race relations.
“Racism is taught in the home… and it’s very hard to teach racism to a teenager who idolises, say, Snoop Dogg. It’s hard to say, ‘That guy is less than you.’ The kid is like, ‘I like that guy, he’s cool. How is he less than me?’
That’s why this generation is the least racist generation ever. You see it all the time. Go to any club. People are intermingling, hanging out, enjoying the same music. ‘
poplicks.com reports 70% of hip-hop/rap buyers are white.
http://poplicks.com/2005/06/who-buys-hip-hop.html
Hip-Hop and Rap has been embraced by Americans including whites. I personally think that’s something to be celabrated. Hip-Hop/Rap isn’t black or white music any more than motown or disco is black or white. Your assumption that a music style belongs to certain groups suggests you may be limiting your own acceptance of hip-hop/rap.
I know I can never walk in your shoes and it’s a shame that you’ve had to endure any form of racism in your life but I really, really don’t think this is one of those time. The chip you have with this video comes off as reverse prejudice by your assumtion that a Japanese owned auto manufacturer had negative intent with this commercial.
Maybe you’d feel better if some ignorant redneck hick was singin about hauling beer to a square dance or rodeo… like that’s not a stereotype.
You gotta pick your battles bro. Instead of posting about a harmless hip-hop Toyota commercial, maybe you should address the butt holes that ask you if you want to go out for Chinese. I assume that would be more effective and you would be surprised how much better that would make you feel about yourself.
If that doesn’t console you take heart that white will soon be the minority. Then the web will be scattered with ignorant whites knockin chips off their shoulders.
Peace.
Stereotypes. A fine double edged sword. Some call it profiling, others cliches, still others demographics. The bottom line is, this is how our brains work: we seek patterns in chaos, and we adopt these patterns to be a part of a society. Goths have pale skin and wear black. Southern Baptist services are charismatic and “rowdy”. Jocks put small people in lockers. And you said it yourself, minivans are marketed towards white, middle class soccer moms. Do all moms with minivans have kids who play soccer? Or is that a stereotype? And is that stereotype a marketable demographic? There are themes that are a part of the many cultures, subcultures, counter-cultures in our country that people are born with, adopt, reject, etc. The thing is, because this is a culture of cultures, ideas and aspects will start to cross lines as people share, or simply steal because they like it, or mock it to try to understand it. Seriously, stereotypes are how our brains work. But stereotypes aren’t the problem. You say it is racist every time stereotypes are used, but there is no time when/where they are NOT used. What about the idea that, since you are not white middle class, you are probably more sensitive, implying that white middle class people aren’t sensitive or have ever experienced being stereotyped.
Zero tolerance and blanket-statement ethics do not work; they never have. Over sensitivity hasn’t worked. People just need to chill out.
Brian, No implying necessary. I admit that I am going to be more sensitive to comments of race and stereotypes than someone who is Caucasian in America. At the same time, I recognize that it has been accepted to use stereotypes like “trailer park trash” which I find offensive even though I don’t live in a trailer park nor resemble those stereotyped by the phrase.
My point in posting this was not of zero tolerance. However, there are some things that can be accepted as pure and innocent when viewed from a surface level, yet underlying tones of racism can be found. Granted, some of it may be unintentional, but it does exist and at any level, that saddens me. I’m just trying to bring some awareness to that. Black, brown, yellow or white I am against stereotyping, profiling, or humor done in bad taste.
My perspective is that we should respect and see the beauty in cultures, rather than strive to be colorblind. If some inner city African-American people influenced by hip-hop find the commercial funny, so be it. However, that doesn’t mean that racism is not prevalent in the message, nor does it make it acceptable.
Thanks for taking the time to share your perspective!
OH GET OVER IT! WE’RE JUST HAVING FUN! You are the one that’s racist if you get offended by this. YOU are basically saying that WHITE people can’t rap and that alone is RACIST! There’s nothing in this that says anything derogatory to any race. CHILL OUT!
Well white people get over it when people call all of you racist cause you are. When you tell blacks get over slavery well get over people calling your devils. When you tell Asians to get over Hiroshima get over everyone saying all white are racist cause you are. This video is just another racist propaganda video to keep the institution of racism alive. White people adapt to the times with their racist tactics. So now they use sly advertising and a oh its no harm take to discredit the black culture. They don’t do the blatant hangings no more its mental racism now. lmaooo@ Trish saying white people cant rap and that alone is racist. Typical come back for some who practices racism white supremacy. Also, you guys love just making statements that were never even said by the person. No where in this article he said white people cannot rap. You said that and trying to use the typical vernacular confusion you white people have mastered. Hence, the English language is created by whites so yes you masted it so well you trying to use tactics like this is trick non white people. But, its not happening right now. The people in this commercial might as well have worn black face cause this is exactly white it is but, just a modern update.