
These days the latest Olympic scandal is a print ad for a courier company, official sponsor of the Spanish Basketball team, where Spain’s Olympic basketball team players appear stretching the skin on either side of their eyes for an Asian slant with sheepish grins on their faces. That add seems to say “look out Chinese people, here we come!”
The two full-page ads have been running since August in the Spanish sports newspaper Marca. Nobody in Spain noticed anything “inappropriate” until a British newspaper showcased it yesterday.
“Spain’s Olympic basketball teams have risked upsetting their Chinese hosts by posing for a pre-Games advert making slit-eyed gestures.” Wrote Sid Lowe for The Gaurdien. “The failure to recognise the potential consequences is striking in the light of the problems Spain has had with issues of race…”
I am sure the Creatives behind the campaign had no intentions of offend anyone with this ad, nor could they distinguish any offense in it.
It’s an interesting cultural contrast, which is worth examining. continue reading “The Un-PC basketball team”










