Oh Dear. A lot of global marketing is about translating a single idea for dozens of markets. But these days local executions don’t stay local for long, especially if they offer bloggers a chance to embarrass a multinational brand. Microsoft learned this last week, when blogs and mainstream media alike seized upon an image from Microsoft’s Polish business website featuring a clumsy Photoshop job that turned a black man white. The original image appeared on Microsoft’s U.S. website and featured an Asian man, the black man and a white woman sitting around a conference table. On the Polish website, the same photo appeared with a white man’s head pasted over the black man — if you look [not even] closely, the black man’s hand is still there –apparently because of Poland‘s homogenous population. While Microsoft has since apologized and taken down the photo, evidence of the racially insensitive gaffe remains on major news sites such as the BBC and ABC, and countless blogs.
I think Ford did this in Poland also in 1996?
Read the same article elsewhere:
- Microsoft Supports Head Transplants (lockergnome.com)
- Microsoft apologizes for race-switching photo alteration (seattlepi.com)
- Microsoft Apologizes for Photoshop Trainwreck (mashable.com)
- Microsoft’s Ad In Poland Photoshops Black Man, But Keeps Asian Man, White Woman (huffingtonpost.com)
- Microsoft Ad Dept Steps In It In Europe (lockergnome.com)
- Microsoft apologizes for gaffe in online ad (cnn.com)
- Borg engages in e-racism (fakesteve.net)