Naomi Campbell and her mother, Valerie Simpson are extremely pissed off over a Cadbury chocolate advertisement which shows a chocolate bar surrounded by jewels with the saying:
“Move over Naomi, there’s a new diva in town.”
Technically, the ad doesn’t specifically state it is referencing Naomi Campbell, nor does it show Naomi’s face or brand, but the model claims the company has used her name without permission. She doesn’t appreciate being compared to chocolate and claims that the ad is “hurtful” because Cadbury is using the ad as a platform to insult her. She told UK’s The Independent:
“I am shocked. It’s upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humor in this. It is insulting and hurtful.”
Naomi’s mother, Valerie Morris, spoke on the issue and is as concerned as her daughter:
“I’m deeply upset by this racist advert. Do these people think they can insult black people and we just take it? This is the 21st century, not the 1950s. Shame on Cadbury”.
It’s reported that Cadbury has taken the advertisement out of circulation, and a spokesperson for the company stated:
“[The ad is] a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss[...]We would never produce any type of marketing we felt might cause any offence to any section of society[...][The ad is] no longer in circulation[...]We have no plans to repeat the campaign.”
Simon Woolley of Operation Black Vote stated:
‘President Obama and his wife may be the most powerful political couple in the world, but this insult by Cadbury’s clearly shows we do not live in a post-racial world. Let’s just see how Cadbury respond. And if they don’t, rest assured there will be consequences.’.
Lee Jasper of BARAC, stated
‘This issue is not just about the insult to Naomi Campbell. She is entitled to be offended, but it’s also about how these companies treat Black people in general. Part of the problem is that they don’t see it as offensive, maybe because their managements are almost always all white’.
Naomi is calling for a boycott of Cadbury and plans to sue the company. The campaign was created at Fallon, London by creative team Michela Nicchiott and Aurora Straton, with the executive creative directors Chris Bovill and John Allison. A spokesperson for Kraft Foods, which owns Cadbury, told the Mail all billboards featuring the ad have been taken down.