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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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151.

knowbody    

Well then screw Acura. Hopefully, enough blacks and whites of character will make the decision not to support Acura. How long are we going to tolerate this crap? Most of the people posting are ignorant.

863 days ago
152.

JohnDoe    

This. Is. Idiotic.

862 days ago
153.

Robin     

I'm so sick of this ****! Welcome to Hollywood...much less life. As a female working in the entertainment business...you just have to go with it. I'm always reading castings that don't fit me.... they'll say pale skin flat chested brunette female. Okay should I be offended. Or tan DD long hair blonde female. Should I always be upset because the casting agent has already a fixed idea of the person that they want for the role. Stop being so sensitive and making everything a race issue when it's not. REDICULOUS! This is the nature of this business and If you don't have a thick skin you're not gonna last very long.

862 days ago
154.

Marie    

Using the words 'not too dark' to describe a black actor was offensive and racist. I am glad Acura apologized.

862 days ago
155.

Vero    

seriously, I don't see anything offensive with that. What if they said blonde would brunettes be offended, or if they said tall.

862 days ago
156.

marko     

& the blacks still complainin!!!!!!

862 days ago
157.

DIEGO    

BLACK PEOPLE NEED TO GET OVER THIS RACIAL BS.EVERYTIME THEY DONT GET THEIR WAY THEY START WITH THE "OH ITS CAUSE IM BLACK"GET OVER IT THAT HAPPENED A LONG TIME AGO TO YOUR ANCESTORS NOT YOU......

862 days ago
158.

KJMJR    

Enough is Enough........give me a break.....I think the comment about everyone wearing sheets over their heads is a great idea........for an Acura? Who really cares?

862 days ago
159.

Tony the Giant    

That's what you are suppose to do Felicia. Write they a--!! up. Even if complexion does create technical difficulties, with the lightning fixtures. They are still not suppose to publicize anything pertaining to race or complexion. Thats a no no. Unless ya'll talk about it in private. They might be able to do that. And ya'll come to some kind of an agreement.

862 days ago
160.

Tony the Giant    

Wearing sheets over your head is for punks, who lets others tell them what to do. You gets no respect, when you let ppl. control your life like that. People do as they please, a Robut do as they are told.

862 days ago
161.

what    

So I should lash out and say WOMENS RIGHTS because they asked for a black male. That's sexest! SOB SOB SOB. Get over it people.

862 days ago
162.

what    

That's hilarious. Why can't people just be honest, what's the harm in that.

862 days ago
163.

NICOOLE PHAT    

A LONG TIME AGO WHEN NO ONE BUT BLACK BUSINESSES ADVERTISED USING BLACKS, OR ACCEPTED OUR BUSINESS, I SAID WHAT IS WRONG WITH THE FOOLS, DON'T THEY KNOW THE COLOUR OF MONEY IS GREEN. JUST LIKE COORS BEER, NO ACURA'S FOR ME OR MY FRIENDS FROM HERE ON. IN ADDITION, SOMETHING THAT IS REALLY FUNNY. COMMERCIALS ALWAYS PICTURE BLACK MEN ROMANTICALLY OR AS SPOUSE'S WITH WHITE WOMEN, BUT NEVER, NEVER A BLACK WOMEN WITH WRITE MEN IN THE SAME SITUATION. WHAT'S UP WITH THAT ARE CORPORATIONS JUST CRAZY?

862 days ago
164.

Betty    

I do not get what is wrong with that? Soo that is what they wanted. I can guess who is whining about that. Same ol, same ol, it's sooo old. Some people are just control freaks. I would just drop the idea of putting anyone black on there then.

861 days ago
165.

crazy christmas pie    

Racist white America u suck ass!!

861 days ago
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