Advertising reached a new low last night during Game 3 of the World Series with the in-telecast commercial for Budweiser. In case you missed it, late in the game, FOX’s Chris Myers "interviewed” Bud’s latest pitchman, the arrogant and fake sportsmen, Leon. There seems to be no end to the length advertisers will go to fool us?
However entertaining Leon might be, everyone involved with this promotion from Bud, to the broadcasters and producers of the telecast ought to be ashamed with themselves for this rash hucksterism. More significantly, Budweiser ought to think long and hard about what they are conveying with the character Leon. Leon is the classic stereotype of the modern black sportsmen. Leon, to put it simply, is Deion Sanders, a self-obsessed promoter who puts his ego above sporting pursuits. An unrelenting showboat who always forgets there is no “I” in team. This stereotype goes far back in American history. Leon is yet another example of the shuffling Negro, a tin-pan alley minstrel, a false black power clown. That none of these stereotypes are true and the fact that almost all of the players on the field last night were hard working black men does not seem to matter to Budweiser. With this ad campaign Bud taps into long held feelings among whites about THE BLACKMAN. Conveying, as fact, the fear that they are only in for themselves, not team players and just basically ignorant fools.
But there is hope among all this gloom and doom and it comes from a surprising and fortuitous place, Deion Sanders himself. At this very moment, Neon Deion is in the process of making an amazing comeback to the NFL. Though he retired 3 years ago and most pundits assumed he was done, he has made an impact and the old flash that made Sanders the most exciting player of his generation has not been lost. Sanders has done this, not though hype or self-promotion but through faith, teamwork, commitment and yes hard work. So in Deion, the ultimate example of the unrelenting showboat, we find no better slap in the face to the racist brand managers and ad men at Budweiser. A merry, juking “Primetime” tearing it up at age 37, defying expectation and raising a swift black power salute in the face of August Busch III.
We don’t need your stupid “Leon” we have Deion and, guess what you St. Louis jackasses, he really is “True”.
P.S. You also should let Nellie rap God Bless America tonight, playaz.