Why does Old Navy continue to conflict?
They make these cute, affordable clothes for my daughter (she even shops on their website and can click on the clothes she likes), but then they make these “Super Modelquin” commercials featuring talking mannequins. In 2009, the mannequin models debuted with a few quirky commercials, but this one called “Mid-Town Flash” garnered the most reaction:
You may have discussed this commercial with your friends when it came out. It was called “stereotypical” and “racist.”
Why did the black woman have to have a wardrobe malfunction?
Did they realize that this is degrading?
What’s the point of them [Old Navy] doing that?
Old Navy’s latest gimmick is the “Booty Reader.” First, I saw the commercial on TV and then I realized that this campaign is going all out. On the Old Navy website, you can actually use the Booty Reader web application by uploading a picture of your booty, yes Madames, take a picture of your butt–or “borrow a booty”–and add it to the site. If you chose the “borrow a booty” option, a warning message pops up: “For me to give you the most accurate reading, select “go back” and show me a picture of your booty!” What kind of creepy person dreamed this up? But they assure you that “Photos of your booty won’t be shared, my Dear.”
The brown-skinned fortune reader/booty reader is named Madame Eva (no relation) and her soothing voice guides you through the derriere steps and then tells you which Old Navy jeans will best fit your booty size.
For the record: I tried the Booty Reader, and I did not upload a photo, but chose one of the pre-drawn shapes available. Apparently, my booty sign is Sassitarius–wait, how did they know my sign, and that I am in need of the Diva, Sweetheart and Rock Star denim fits?
Is this another case of society over-sexing women? Clothing company American Apparel, known for their over-the-top advertising, recently launched an explicit and not-safe-for-work contest of their own called, The Best Bottoms!
By the way, the Booty Reader web application was designed by a group of female creative directors.
Tell me, do I need to take a chill pill or is Old Navy doing more than their share of offensive marketing?
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