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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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76.

mary    

How do you think "white" people feel who have not been hired for a job or not accepted into a college, even when they are clearly the best applicant, due to affirmative action? I guess that racist pendulum is only allowed to swing one way!

883 days ago
77.

Lexi    

TMZ, stop posting the racial news. You are in the mood for stirring these racist comments that you know are going to follow. As a person who is black, I would you to stop. Yes, these things happen and yes it hurts those of us who are black. Yes. However, I am tired of hearing these racist comments and hatred that people possess on this website. I have white friends and they are in now way as disgusting as some of these people making these comments. Just stop posting them and we don't have to hear this kind of hatred on here. Its heartbreaking and just plain sick, these comments. I'm ashamed and white people I know are just as sick from these responses.

883 days ago
78.

Kimberly Wash     

I AM SOOOOOO SICK OF OTHERS WHO THINK THEY RUN THIS COUNTRY, THIS STATE, & THIS WORLD! WE ARE NOT GOING ANYWHERE AND YOUR IGNORANCE WILL NEVER KEEP A BLACK MAN FROM ACCOMPLISHING ANYTHING IN LIFE!!! THIS IS OUR PLANET, OUR WORLD, OUR CITY, OUR STATE AND WE ARE NOT GOING ANYWHERE!!!

883 days ago
79.

Rottweiler    

They are buying a product they can request anything they want and there should be no politically correct bull crap standing in their way. No one questions La Raza the council who only looks out for latinos, why the double standards? There are certainly no pro-lobbying groups looking out for caucasians, if there are tell me who to get in contact with because we have lost our voice.

883 days ago
80.

berns123    

Blacks in this country need to get over and quit blaming the white man for their own failures...

883 days ago
81.

lat    

Why can't they hire who they want?????!!!! I see plenty of all black commercials and you do not hear one peep of racism!

883 days ago
82.

rosebud    

Who the hell in there right mind wants to be on that dopy show?

883 days ago
83.

Jodi    

"As for the language "not too dark," Acura says, "The casting sheet was only now brought to our attention"...yea right.

"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" = Translation: The problem is solved by never having a black in any of their commercials now or in the future...lol. Of course, that's MO.

883 days ago
84.

LIN    

Are you kidding me? This is for an actor..a SPECIFIC type...I can't even believe what this country is coming to! I suppose if they sent something that said they wanted a short actor but not too short or a Caucasian actor but not too white or how about a plus size actor but not too fat...seriously...ARE YOU KIDDING ME???? Stop it already! I'm surprised you didn't call Al Sharpton to send his race baiters over there!

883 days ago
85.

Megan    

What the heck is wrong with people? Casting descriptions are always very specific. They wanted a specific type of actor. Give me a break. Enough of the tiptoeing around and PC crap!

883 days ago
86.

dude    

Perhaps the cameras they were going to use had those automatic face detectos that don't work with dark skinned people. :-/

882 days ago
87.

dude    

Perhaps the cameras they were going to use had those automatic face detectos that don't work with dark skinned people. :-/

882 days ago
88.

sPaNkdEnALgAs    

Can't wait until Obama is out of office....then all this "stuff" will stop.....

882 days ago
89.

sPaNkdEnALgAs    

He should have never been there in the first place....only tax payers should be allowed to vote....

882 days ago
90.

jimi    

they (and i mean blacks ) always have to cry about something.you don't see whites crying about not being in afrosheen comercials.

882 days ago
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