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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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121.

nyctreeman    

at what point will all this stupid **** become so laughable, that we can't even believe it ever happened? that was the same casting sheet the Democrat Party put out for president...

well.....wasn't it?

FFS

885 days ago
122.

mahles    

omg im so OVER this "racism" crap...what about the black bitch who shot and killed the white mom and stole her 3 day old baby?!? you dont hear her family calling "hate crime", do you?? where's al sharpton? o, right, to busy meddling in trayvon martin's case. white women aren't important enough i guess.

885 days ago
123.

Fuzzlenutter    

We are so, so sorry (that we got caught)...

885 days ago
124.

Cathy    

I am disgusted by this.

885 days ago
125.

pepjrp    

So when is ADT Security going to apologize as for years now, all of their commercials showing a man breaking into a home is always a European American. So only Whites break into homes ADT? Also Geiko's latest add of a bunch of guys breaking into a home also appear to be all European Americans.

885 days ago
126.

Miss Dubai    

My black and white friends, why do we always jump on the band wagon of hatred?  Why must we always see ourselves as divided? Reading news everyday has become so sad and I am sad for humanity...more and more than ever before there are news somewhere somehow encouraging racial divide. We are not that different from one another. Non of us is above or beneath any other person. When we speak words of hatred to each other , that is reflected bak to us. Respect, brotherly and sisterly love is the only truth everything else is a disease for our souls. There is only only race. The human race. With kindness....Rafael :) 

885 days ago
127.

JehseaLynn    

HARVEY, I thought you were a lawyer. Tsk*tsk*! The ACURA article should be headed: "ACURA APOLOGIZES FOR VERBALIZING DISCRIMINATION AGAINST BLACK ACTORS," as even the "apology" letter only asserts Acura will not "use that language again...". Acura never says it will CEASE THE ILLEGAL BEHAVIOR OF DISCRIMINATION IN LIMITING JOB OPPORTUNITIES BASED ON RACE .. or, in this case, shades thereof.

885 days ago
128.

Pitts    

Look I'm a brown skinned black person and I think this is the dumbest -ish I have ever heard. who cares if they didnt want a dark skinned black person it is their choice. Im sure there are plenty of commercials out there where they look for exclusively dark skinned black people, that is just the world of advertising. they wanted a certain look and they got it. get over it, all this pc crap is really getting on my nerves.

885 days ago
129.

Felicia    

Next time I see a script asking for a "not to pale" white person, IM COMPLAINING! People really need to get over themselves. Very dark skin looks good in some things..... some things it doesnt. Your more then likely not a photographer ( i am ) or a videographer. So you would not know which skin tones look better under certain lighting and certain situations.

885 days ago
130.

African Queen    

This kind of thinking has been going on for years, why seem so surprised, we all can agree on one thing no one discriminates against the color green.

885 days ago
131.

lauren    

this is so stupid. they are a company doing an ad campaign they can pick whoever they want and can request for them to look a certain way. people bitch about everything nowadays..

885 days ago
132.

angela    

I wonder if brunettes and red-heads will start revolting when casting agencies are looking for blonds?

885 days ago
133.

concerned    

I will ever buy an acura again. think about this as a mixed raced person people mistake me all the time. so you are applying for a job and it says something like this. Just saying is that the main thing is that, and with all respect, white people never ever have to worry about whether they didn't get a job, apartment, was pulled over etc. and sadly people of color still do.The excuse we first heard? someone with dark skin is gonna mess up the lighting? really

885 days ago
134.

Tony the Giant    

And then look at how these morons apologize. "We apologize for excluding the dark skinned Blacks"
They couldn't use a better parable than that? Well I can be direct too. Why don't they take their a--!! back on the raft that they came to this Country on. And go back to Rome.

885 days ago
135.

Big D    

Black people are so sensitive, like little whinny sissy babies. If they don't get their way that all get together and have a big group hissy fit, and call in their leaders. Moan and complain until they get their way. CRY BABIES!!!

885 days ago
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