The above video is a campaign that was designed to promote Europe in a positive light as a force for world peace. But clearly the makers of this campaign missed the idea by a huge margin. The campaign is titled, ‘Growing Together’ and it is facing accusations from viewers that it is racist, sexist and imperialist; all under two minutes! Now that must be an accomplishment.
The advertisement, designed to encourage new countries to join the EU, featuring an attractive white woman in a yellow jumpsuit representing a peaceful Europe. The commercial is inspired by martial arts’ movies and video games. The yellow jumpsuit woman is faced by three aggressors dressed in racially stereotypical attires (who were supposed to represent non-European countries). However, in the face of martial arts’ moves from a man apparently representing Asia, a levitating Sultan wielding a sword and a black man with dread locks seen kicking down the door, the yellow jumpsuit woman remains calm.
Remarkably the calm yellow jumpsuit woman manages to multiply herself, all the while remaining still, before forming a circle around the three men with her arms out stretched. The aggressors then calm down, put their weapons away and sit on the floor.
The advert ends with the caption, “The more we are, the stronger we are” as it invites more countries to join. The advert has already been seen over a couple of thousand times and is so unbelievably controversial that it has people questioning its authenticity. Many even deem it as a waste of money.
Some of the comments on the advert are as follows:
“arrogant, distasteful and supremacist.”
“No wonder the euro and the EU are collapsing. Instead of fixing the financial crisis they're spending money on racist propaganda videos.” - SydneySteve85.
“I haven't found any clue that this is official. But. It is how Europe is operating at the moment. Bashing everything that comes from Asia, ignoring and trying to devaluate (sic) the BRICS, waging wars against locals in almost the whole Middle East.” – willemsmit.
“White woman defends against Black, Asian and Indian men... racist much? Not to mention UK taxpayers' money should not be used to promote an agency to which the public is so diametrically opposed.” – Mrjkilcoyne.
“The China man with his wodaaaahh wing chung fu noises, the levitating sultan with his oversized turban, and the dread locked angry black man who cant open a door like anyone else... cant see much offensive about that.” – rahtidboydem.
The EU has a policy of taking in new members. To-date it has 27 member states and a population close 500 million. As compared to just 6 member states and a population of 200 million fifty years ago.
The government of the EU Member States have now agreed to extend the EU perspective to countries in south east Europe, like Croatia, Albania, Bosnia and Herzegovina, Serbia as well as Turkey. In June 2010 it was decided negotiations would open with Iceland.