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Acura

We're So Sorry We Excluded

Dark-Skinned Blacks

4/18/2012 12:07 PM PDT BY TMZ STAFF
EXCLUSIVE

0418_acura_senfeld

Acura has issued a full-on apology ... after we ran a story that the car company's ad people sought an African American actor to play a car dealer who was "not too dark."

The commercial -- which featured Jerry Seinfeld and Jay Leno and ran during the Super Bowl -- was cast by an agency that sent out a casting sheet, looking for a "nice looking, friendly, not too dark" African American actor to play the role of dealer.

Acura just issued this statement:  "We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials."

The car company added, "We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor."

As for the language "not too dark," Acura says, "The casting sheet was only now brought to our attention.  We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."

250 COMMENTS

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136.

Gary    

They wanted a African American? That is blatant discrimination. To hell with Acura

879 days ago
137.

Superman    

P*ssies! Why do you need a black guy anyways?!? I doubt that black guys are Acura's purchasing demographic!

879 days ago
138.

ShrinkWrap    

When the term "politically correct" was coined in the 80's, I thought it was a joke. Guess what? I was right. It is a joke and it's an excuse for overly sensitive idiots to sue.

879 days ago
139.

tyler    

ok honestly everyone needs to get the **** over them selves. there are dark skinned black ppk and there are light skinned black people. there are even white people who claim they are black. get over yourselves like honestly. this is the way the world is and this is the way its gonna say. the dark skinned black people are all just a bunch of babies. get used to the way things are because they aint gonna change ever. i dont here any of the "light skinned" black ppl complaining. this would be like sayig i need a whie person for my comercial but not to white. the only reason racism is still around is because the blak ppl wont give it up. they are stuck in the past. alll you black ppl stop your ****ing whining and grow the **** up. the reason the dint want a really dark guy is probably cause is so hard to ****ing ssee them. grow up everyone. good job on the commercial acura. definatly gonna look into buying an acura after this lol. just to piss all you dark whine asses off.
cheers!

879 days ago
140.

tiff    

Umm…light brown is the color the entertainment industry wants white people to be too, hence the billion dollar tanning industry and the tactic understanding (again, in the entertainment world) that the one skin tone that may be ridiculed and insulted and is by definition so unattractive it must at all times be camouflaged is that of very fair skinned white people. The freaking internet would explode with all the beyotching that would go on if some fashion magazine said about a black skinned African person what they habitually say about people with the skin color I have.

879 days ago
141.

The Boss    

They meant Non-Threatning black men.Not big Muscular,dark skinned Mandingo warriors that most white women crave to have.Not the one white men cringe when they see them coming.The ones the make most white men question their manhood or masculinity.Basically give us a hairless,barely tan non-threatning figure that doesn't command much attention.Safe!!!!!

879 days ago
142.

marko     

& the blacks are stilllll complainin!

879 days ago
143.

Isabella    

As a photographer and former videographer, I can tell you that to light a scene bright enough for a dark skinned person, you end up with everyone else looking washed out and deathly. I have no doubt the requirement was for technical reasons.

879 days ago
144.

anonymous    

This is offensive on so many levels. I thought it was a (bad) joke when I first heard it, especially that is was in print (!)
You presume black people can't afford your car, and that the rest of us are going to continue to support your company despite your blatant racism. You may think this is a little blunder-but what it reveals about your company and its perspective of humanity is gonna put you under.
In addition, you've tarnished the careers of Seinfeld (who should know better) and Leno.
I know a lot of white people, light-skinned white people, who are neither friendly nor nice.
At least you dropped the lighting excuse. That was pathetic.
Start the bankruptcy papers.
Luckily, all races have keys. But you are the ones who left an indelible impression.

879 days ago
145.

ChrisRhumor    

Listen, I get it, your people were inslaved and it was absolutely horrific, but the issue of racism will never go away if you keep making it an issue... The sooner we can stop looking at it an issue the faster it goes away.

879 days ago
146.

Michelle    

It's a casting call; they don't have to apologize for looking for a particular looking actor. Did they apologize for excluding whites?

879 days ago
147.

BUB    

I guess all white people should be offended too, huh? STFU!!!! People need to get over themselves!!! Anything to sue someone!

879 days ago
148.

kuruxelim    

I think that black people don't care.

879 days ago
149.

balmig    

A little history - during slavery, light skinned blacks usually mixed race progeny of whitemasters and black slaves were given preferential treatment and worked in the master's house. Darker blacks worked in the fields. This hierarchy has been perpetuated by blacks themselves who sometimes favor lighter skinned blacks with straighter less kinky hair. This has been a bone of contention in the black community since slavery. It has also been reinforced by Hollywood stereotypes and recently became an issue with Obama whom some blacks claimed wasn't really black because of his skin color.This also feeds into the stereotype of the scary darker-skinned black man ( remember the OJ mag cover where they darkened his skin?).

879 days ago
150.

bboy    

boycotting Acura

879 days ago
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