Is it just me, or is it irritating to have some white guy co-opting Asian iconography for a TV commercial and combining two different cultures? Sure, it’s a cool idea, and certainly well-executed production-wise. But this stop-action video made to pimp Google’s new Nexus One “super-phone” (their description, not mine) bugs me. The animated miniature ninjas — of non-specific, though presumably Asian origin — make the long-stereotyped high-pitched screams and yowls that Westerners imitate when they make Bruce Lee moves. To me, that’s like a TV commercial showing someone making French pastries with an Italian accent.
I love kung fu movies, and especially adore Bruce Lee. I’m old enough to have been fascinated by Kato in “Green Hornet” and seen his kung fu movies when they were first released. I also grew up loving the mythology of ninjas. And I know the difference between the two: Kung fu is a Chinese tradition (check out the documentary “The Real Shaolin” for a primer — I’ll be writing more about the film in a bit), and ninjas are Japanese (even if Hollywood had a Korean star in “Ninja Assassin“).
I mean, helloooo, ninjas don’t make any noises when they do their butt-kicking and killing stuff. They’re “silent assassins,” remember? That’s the whole deal with ninjas.
To me, it’s a sign of ignorance and disrespect to blend the two together for no purpose other than to evoke the essence of Orientalism. Maybe Patrick Boivin, the commercial’s creator, was being ironic and culturally astute when he combined the cultures. But I’ll bet dollars that more likely, he simply grew up seeing lots of kung fu and ninja movies and Power Rangers and Mutant Ninja Turtles on TV, and it’s all one undistinguishable blur of Asian-ness to him.
Culturally, that’s the same reason all Asians are taunted by “ching-chong” sounds from childhood to adulthood — non-Asians think we’re all alike and and look alike and we all sound like that. And fight like that.
Phooey on this commercial. I’m sure I’ll lust after a Google phone someday, but not because of this cheesy shill.
Whenever I see an Asian on TV, either in a program or on a commercial, who’s the brunt of some comedic joke, my first reaction is to clench my stomach in anticipation of some personal embarrassment, as if the Asian on screen could easily be me.
But here’s a TV commercial that makes fun of an Asian guy, that manages to be funny and doesn’t bother me (although the first time I saw it I did clench up, expecting that slap in the face), and respectful of the Asian dude’s dancing ability — that is, until, he screws up.
The commercial, for Southwest Airlines, makes me chuckle every damned time, and I’ve seen the thing a lot. What makes me feel good about the video is that the African Americans in the scene start out skeptical of the Asian guy’s ability to impress the woman (that’s Ellen Cleghorne from SNL, isn’t it?, but then everyone in the club, includig the DJ, give the guy his props and start urging him on. That’s when he knocks over the turntables.. and the tagline for Southwest comes in: “Want to get away?” Continue reading →
