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Along with a jillion other people, I sat to watch the Superbowl last Sunday. Like everyone else, I was also eager to watch the Superbowl commercials, which are often the real stars of the broadcast. There were some winners (Betty White and Will.I.Am) and some losers (those men without pants and Go Daddy). But there was one commercial in particular that seemed to bother me. It was the Dorito's ad, when an African-American man comes to pick up his date.

The woman has a small son who is playing video games when he arrives. As the woman goes to grab her jacket or purse or last minute whatever, the man turns and visibly ogles her and then turns to sit and grabs one of the little boy's Dorito's. As he attempts to engage the boy in some small talk, the boy smacks the man, gets in his face and says don't touch his mama and don't touch his Doritos.

I don't know. I can't quite put my finger on it, but something about this ad annoyed me. Something about it just wasn't funny and kind of stuck in my craw like a Big Mac I ate too fast. Maybe its how the man so disrespectfully ogled the mom in front of her child. Perhaps it's the constant emasculation of our black men, the reinforcement of the single mom as the norm or the new role we've given children as the rulers of the household.

I know, I know, it's only a commercial; they are just meant to be funny. However, with the lack of strong black men on television, eternally single black Mothers, black young men seen as goofy sex-starved slackers and out-of-wedlock bad ass black children, somehow this spot just played in to every aspect of the community that silently haunts us. And then we are supposed to laugh.

All that was missing was the hoochie teenage neighbor, thug life aspiring rapper older brother or the sassy overweight no-nonsense, neck-rolling auntie. These black archetypes are getting so tired. I'm sooooo weary of the single-mom-playboy-man-bad-kid paradigm that seems to dominate our images on TV. And now its being used to sell Dorito's. I almost long for the days of the mean black dad and the coon. At least men were in control of their households. I mean, when a child can get in your face, slap you and you sit looking petrified, how are we to believe the black man is strong and in control of anything? (President Barack Obama, not withstanding)

But on the other hand, there's no real reason why a scenario that takes place every day in the homes of single parents everywhere can't be relayed with a bit of harmless, over-the-top humor. So maybe there's no harm, no foul. It could be me. I don't know. I just feel like it's time for a new breed of stock characters in our pantheon of media representations. Am I being a hypersensitive black person (HBP)? Am I tripping? Am I PMS'ing? I mean, I can't lie, I love me some Dorito's.

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Original Post
No, it's not just her!  That commercial rubbed me the wrong way, too! 

But unlike her, I know exactly what it was that I didn't like about it!  It was the portrayal of a Black child that young having no home-training and no respect for an adult - and a Black man at that!!

Dude should have dropped-kicked his little ass into the next millennium, if you ask me!  And that might have been funny! (j/k)

But, no, I was not amused by that ad.  Of everyone that could have acted the fool in that commercial, they really didn't have to make it be the young little boy, IMO.  Because, as the author notes, we unfortunately have enough (way too much) real-life instances of that kind of stuff happening everyday.
I must've missed that commercial, when I was picking up the hot wings.  In a way, I'm kinda glad that I did miss it, because I would've been ticked off after seeing it too.

Yemaya said:
"This little boy in a satirical way was saying to a grown ass man, you will respect my mama!" 

And that little boy would've had his narrow behind sizzling after he said that to me.  Damn little crumb-snatcher SHOULD be saying that to that no-good biological, deadbeat daddy of his.
I may have to agree with ER with this commercial.  It's bad enough that America has no respect for fathers, especially black fathers (and that's if they're in the home).  Do we really have to see this hot mess on Super Bowl Sunday?  What's next?  Have some woman dressed as Janet Jackson, and she has a wardrobe malfunction while she's nursing her baby?
"Mommy must've left the new Playtex bottle, now with temperature setting to let you know the right temperature to feed your baby.  Don't have another wardrobe malfunction feeding your baby again."
As I do not follow sports, I also missed this ad. It only came to my attention when some of my white friends on Facebook joined a fan club for it. That caused me pause, as when a month or so ago, all of them joined the group "Pull your pants up" or "Pant's on the Ground." These are always red flags for me, when white folks jump all over something with AA imagery. That suggest to me something insidious operating on the level of their unconscious.

Would the commercial have been as popular with them if all the characters had been white? I think not. This commercial is playing into a whole host of stereotypes about AA men, women, and children. I feel this is even more the case when I discovered that it has been deemed the most popular of the Superbowl ads.

It gets a from me.
Disagree with the negative takes. 
It's funny because you wouldn't expect such a little fella to come up with such a strong way to get his point across about his mama (first) and snack (second).  It was simply a joke.  Not an authentic take on Black life or serious study of single Black mothers, their children and their dating partners.  It was just a humorous 30 second spot. 
This is one of the times where I think as a cultural/racial group, some of us are being a little too sensitive.  If a non-Black sees this commercial and decides we are all this way, there is nothing any of us could do to dissuade their belief anyway; they were already inclined to be prejudiced.

I'm usually good on bringing up racial stereotypes of US in the media...

However, this commercial made me reminded me of all the other instances in the media when we see the "kids" size up the "adults" that come into their parent's life.....

"Listen, don't even THINK about hurting her/him...cuz we're watchin YOU...and there WILL be hell to pay!"

I always think it cute when our kids try to defend us.

"Wisdom Is A Woman Who Laughed At That Commercial!"

So lemme ask you this, Ms. Savvy ...

What would happen if your little man slapped a fully grown adult Black man (boyfriend or otherwise)? 

Would there be consequences? (Good, bad or indifferent?)  Or would you do nothing about it because it was "cute"?

(Just wondering how you would handle such a real-life situation?  Not having  children, I'm not really sure how that's supposed to go. )
So lemme ask you this, Ms. Savvy ... What would happen if your little man slapped a fully grown adult Black man (boyfriend or otherwise)? Would there be consequences? (Good, bad or indifferent?) Or would you do nothing about it because it was "cute"? (Just wondering how you would handle such a real-life situation? Not having children, I'm not really sure how that's supposed to go. )

Actually, ER, that's a pretty fair question.... First I have to say that my son is VERY protective of me when it comes to dudes trying to engage me. He is so because he gets tired of them trying to use him to move in on it gets on my nerves, too.

Next, he knows better than to raise his hands or his voice to grown people...but he's learned not to engage in the "okie-doke" either. I have to reel him in when he sees one getting stupid with me though, as that just pisses him off. But he's learning to step back and watch me handle the situation.

For instance, very recently, I had a very "ill" mannered "man" try to step to me when I told him I wasn't taking his mess, after I had to remind him that I had not been speaking to him when addressing another consumer. "You're not going to tell me anything; I'm a man!" he said to which I answered, "Well then you need to act like it then, because I'm not here to have you yelling at me!" Then I asked him to stop acting a fool or he'd need to "get out" of the which he stated, "I'll take as long as I want to...and you're not going to come over here and MAKE me do anything!"

....and of course I had to go over to where he was to show him that I meant business and that I was not afraid of him. "You betta not come over here.....You better not...Oh no she did not! I'm a betta watch yourself!" ....and I laughed while I walked over to him. "So let me get this straight: you're a man, but you're a gangsta???"

"I'll box you like a dude...don't think I won't...don't think I'll have mercy on you because you are a woman....".....and I laughed my a$$ off while telling him, "You can try it if you want to, but you're gonna get a surprise, too!"

"Oooooohhhh; you just want to control everythang!....blah, blah, blah, blah, blah....[every stereotype in the book about Black Women]...blah, blah, blah!" to which I replied, "Bye sir!" over and over again until he left the building.

When he left the building, my son said, "I like the way you told him 'bye' over and over again...he saw that you weren't scared and nothing he could say would deter you!" ....and he smiled the biggest cheese. LOL...

I didn't expect that because normally when I have to deal with a testy one, he complains about how he hates the trouble makers and gives me a commentary on what they should have done differently.

So I asked him what else he learned from the situation and he said, "Man and gangsta don't fit into the same sentence; Men KNOW not to hit people, but especially Women! He was just mad that he wasn't ruffling you."

....and I "Yes!"

Finally, I don't let any dude that I decide to date meet my son until I'm sure he is going to be someone that I want around my son and I. To this day, my son has never seen a Man in my house unless he was a service professional of some kind, having to repair something in the house or move boxes and furniture. Right now, my dating is "long distance"....LOL. :-)

"Wisdom Is A Woman Answering!"
ROFL ... okay, I understand that.

I can also understand the need/desire of a little one to protect his Mom ... understanding that one day he will be a man and, in the meantime, may be a little eager to take the duty/responsibility seriously. And with that I have no problem!

Admittedly, most of the single mothers I know have raised their sons (and daughters) to be respectful of adults.  However ... I do know some that do not.  And have seen out in public many more that don't fit that mold, either!    If ya know what I mean.

It's a thin line, I suppose .. and while I didn't see the comedy in the commercial, I do understand that it was meant to be a *joke*.   It wasn't funny to me 'cause in a realistic situation, I can't even imagine what the reaction (by all parties involved) should be!  I'm sure my eyes would bug out of my head and my jaw would hit the ground, though!  LOL  And if were my kid ... whoooo lawd .... parish the thought!! 
I'm still learning this site (I ride the LiveCloud short bus, so don't clown on me y'all!), so I'm only now seeing this thread.  I didn't think the ad was all that funny, but I wasn't offended by it either.  If anything, seeing a young man defending his mom like that is positive, IMO.  The only thing stereotypically "black" about it was that fact that the boy called her his "mama" instead of his "mom," and his vernacular is probably a large part of what made the commercial so much a favorite, especially among white people.  We are correct to conclude that it wouldn't have been as popular if the characters were white.  But this is one of those "so what" things for me.  I don't see this ad as reinforcing any negative views of black people.  Like DDouble said, any white person who sees anything to clown on in that ad already feels that way. 

I see cultural "blackness" as something to be happy to see depictions of.  I've seen white people clowning on depictions of African-Americans doing traditional African dances.  It wasn't the depiction that was the problem; it was the white people who saw it as something to clown on.  To the extent there are "black" ways being characterized on that commercial, I feel the exact same way about it.
I gasped! and then i ROTFL when i saw this commercial.  The fact that the child was in a position to be "guard dogging" his "mama" was kinda weird and cute at the same time.  Also the brotha didn't have to look at mama's behind and legs in such a biscuit and gravy sopping manner. 

I think i agree that a white child would not have been depicted as being placed in this position.
I'm so behind on the latest topics.....but! Children have their place with adults. Period. At first the commerical was kinda funny....cuz the little boy is cute....but! Aside from that, he had no business being "fresh" or "smart" with an adult. Period. In Steve Harvey's book, he mentions how he was as a child when his father told him to look out for his mother during outings...and most importantly to always protect her-no matter what. Otherwise don''t come home. I understand the lesson in that i.e. teaching your son to be a man and protect the family....but! I know and everyone else knows that there is no way a properly-raised child would EVER have the audacity/or nerve to be as disrespectful as this young fellow on the commerical. Plus! This is not at all humorous especially when you have little baby criminals terriorizing the neighborhood cuz they were NOT taught boundaries by their parents....whom many are afraid of their own children-and they i.e. children carry a rude disregard to adult. Many are not coutesy and lack manners. And nowadays the parent/child roles are tragically reversed and twisted. And unfortunately the community not having generalizational males brought up in a fashion where they know perfectly well what is expected ot them and what their responsibilities/roles are once they become men. There's a missing link in this on both sides. But! Aside from that....I really don't like seeing children being USED as entertainment as in this commerical. Unless it is for educational or thought-provoking purposes. Or is something so profound it will benefit their age group on a positive tip. But. Again. That's just me.

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