Nivea Sorry for Ad Urging Black Guy to 'Re-Civilize'

Parent company says ad inappropriate, offensive
By Kevin Spak,  Newser Staff
Posted Aug 19, 2011 12:10 PM CDT
Nivea Sorry for Ad Urging Black Guy to 'Re-Civilize'
NIVEA found itself in hot water.   (PRNewsFoto/NIVEA)

(Newser) – Hey African-American men, does your afro make you feel ... like a savage? Because Nivea for Men seems to be betting that it does. The company is under fire for a new ad bearing the slogan “Re-Civilize Yourself” over an image of a black man holding the head of his old, less-civilized self by the afro. The brand’s parent company, Beiersdorf USA, apologized immediately when asked for comment by AdWeek, promising it would never run again.

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“We are deeply sorry,” the company said in an email. "This ad was inappropriate and offensive. Diversity and equal opportunity are crucial values at Beiersdorf and we do not tolerate insensitivity." A source also noted that the ad had only run once—it appeared in an issue of Esquire. Of course, AdWeek managed to grab a shot of it. Click to see it. (Read more Nivea stories.)

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