Faaez Samadi
Jun 8, 2017

Watsons Malaysia apologises for ‘blackface’ ad (Updated)

The pharmacy says the video is based on an old legend and celebrates inner beauty.

(Source: YouTube)
(Source: YouTube)

Update: On Thursday evening Watsons issued an actual apology, from Caryn Loh, general manager and country head of Watsons Malaysia:

We deeply and sincerely apologize for our recent “Legenda Cun Raya” video which was released on social media in Malaysia. The 15 minute video was inspired by the Malay legend Dayang Senandong made popular in the 1965 movie “Dayang Senandong’. It was our intention to convey concepts of inner and outer beauty, unfortunately the video instead offended many.

Regretfully, we acknowledge that the “Legenda Cun Raya” video is not in-line with the values that we hold dearly in Malaysia. Watsons Malaysia takes responsibility for the video and its content and is truly sorry that some elements have offended the general public.

Watsons Malaysia following the feedback from the general public, immediately removed the video and we appreciate your honest feedback especially leading into an important celebration like Hari Raya.

Moving forward we will continue to listen to the general public and our loyal customers. On behalf of Watsons Malaysia we humbly seek your forgiveness and deeply regret any harm that we have caused.

Watsons Malaysia has defended its Hari Raya video campaign in which a woman appears with a black face, which she then washes off to reveal her fair skin.

The tagline that appears at the end of the 15-minute video, which features many local celebrities, reads: “Only at Watson’s you’ll be beautiful”.

The campaign caused outrage on social media, with many Malaysians labelling the video racist, sexist and distasteful.

Watsons Malaysia has since pulled the advert and released a statement sort of apologising, but also defending its decision to run the campaign.

“We are sorry that some of our fans feel offended by the video which was not our intention,” the statement reads—a textbook 'non-apology apology'.

However, Watsons also said the campaign portrays the legend of Dayang Senandong, a Malay folk tale about a lady who was “born cursed with black skin but blessed with a beautiful voice”, who wins the heart of the king.

“We stand firm on the belief that unity and fairness plays an important role, and we respect people from all nationalities,” the statement continues. “The video was shot to highlight the legend and its moral values of inner beauty and that true love exists.”

The full video can be viewed below.

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.