Intel is criticized for racially insensitive ad it tried to recall

By Damon Poeter,
CMP Channel
(August 1, 2007)
Intel found itself in hot water Tuesday when several leading blogs highlighted a Core 2 Duo print ad the chipmaker admitted to be "insensitive and insulting."

The ad, featuring a standing Caucasian man in casual business attire surrounded by six crouching African-American sprinters in a tableau many commenters found racially offensive, was pulled by Intel before publication in all but one entry, a Dell catalog, said an Intel spokesperson.

"Two months ago, we knew of the issue and pulled the ad. We tried to pull all the entries that we had placed, but there was one that made it into the Dell catalog that we didn't manage to pull," the spokesperson told ChannelWeb.

In a statement released Tuesday, Intel admitted that the ad was a mistake.

"Unfortunately, our execution did not deliver our intended message and in fact proved to be insensitive and insulting," read the statement, attributed to Intel VP and director of integrated marketing Nancy Bhagat.

The ad was first posted at gossip site Gawker.com by the blogger "Copyranter" and later re-posted at Gizmodo.com , a technology blog owned by Gawker.com. Commenters at Gizmodo.com were not in full agreement about any racist intent in the ad, but most criticized Intel for producing an ad that could be easily perceived as racially offensive.

The ad agency that produced the ad was McCann Erickson, according to the Intel spokesperson.


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