IT was with great interest that I watched Watsons’ Legenda Cun Raya  commercial or video or whatever you want to call it.  I am sure some people, including those from Watsons’ marketing department, find it amusing and funny.  I, however, find it distasteful on so many levels.

For those of you who haven’t seen the video, Watsons’ “sells” its story with the following pronouncement.  

There’s no tale more epic than Legenda Cun Raya Watsons! The legend starts when the legendary princesses and beauties battle to tackle Saudagar Kaya Al-Kazam’s heart. Starring Malaysia’s biggest stars including Uqasha Senrose, Kamal Adli, Raja Ilya, Ruhainies, Sasha Saidin, Amber Chia, Thanuja, Alvin Chong and more. Look Cun, Feel Great!

The story goes along the lines of Cinderella.  Here, the male protagonist seeks the world for a woman who can sing a beautiful song that he hears in his dreams.  Many women come to the palace to try and win the heart of the Rich Man. Finally, he hears someone singing the beautiful notes that come to him in his dreams.

He tells the woman, who has her face covered, “I think your face must be as beautiful as your voice.”  

He then implores her, “Show me your face, show to me, show to the world. I can’t wait to look at your beautiful face” 

The woman then uncovers her face to show a “blackface”  akin to a golliwog’s. The Rich Man is taken aback, startled even, and exclaims loudly.  The crowd cringe and look away. He proceeds to joke “Where are the lights?” (takde lighting ke?) then he waves his hand in front of her face and says “Eh, eh, hitam” (she is black/dark).  The camera then shows the beautiful women there, some looking aghast and some laughing. The “black” woman leaves, as if in disgrace.

Later, the winner of the competition is announced to be the “black” woman but she is nowhere to be found.  The Rich Man finds her shoe and she suddenly walks in. She unveils herself and shows herself to be a beautiful maiden, with fair, glowing skin.  She proclaims to the Rich Man that she had “wanted to test your sincerity”. She goes on to say that “I am not black/dark, in fact, I am flawless!”

Seriously, Watsons? 

Other than the fact that you are blatantly saying that dark skin is unattractive and obviously flawed, you are also playing up the myth that beauty is the most attractive feature of a woman.

Women everywhere should be offended that you place such a high premium on beauty.  What about the women with intelligence, strength, confidence, wit, humour, and personality, to name just a few characteristics that are not obviously not important to Watsons? Be beautiful. Look great. That’s all that seems to matter.

Some of you may say chill out.  It’s just an advert. It’s just parody.  Laugh at yourself.  Have some humour.

And here is the thing. I can laugh at myself. My friends will tell you that I take ‘black’ jokes really well.  In fact I probably laugh at myself and make jokes about myself more than anyone else. I can laugh at my “blackness” and make jokes about it. It can be funny. I can certainly see the humour in it. I enjoy a good laugh when my friends make “black” jokes too. It’s not done in malice and it’s all in good humour.

But the point is, these are my friends. These are people who have earned the right to make jokes about me. It’s really not funny when an advert that is circulated on social media and who knows where else makes fun of the colour of a person’s skin.  

It is derogatory. It is rude. It is unbecoming. By placing such an emphasis on beauty you are also belittling women.

Your advertisement borders on being racist and sexist, both at the same time.

I really don’t know what you were thinking, Watsons Malaysia.  And that goes to all the actors and actresses who lent their talents to this terrible advertisement that in my mind is in bad taste. Really bad taste. – June 7, 2017.

Dharm Navaratnam is a The Malaysian Insight reader.

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.