IKEA Dresses Filipinos As Swedish Maids In Kuwaiti Ad
January 31st, 2006
Here’s yet another example of how a seemingly harmless ad concept can turn out to be a cultural hot potato.
AdRants:
“…this Kuwaiti IKEA ad on the back of a local dining guide that shows
Filipinos, apparently the predominant wait staff in the country,
portrayed Swedish maids. While Botata tells us its very common to see
Filipino wait staff in Kuwait, he took issue with IKEA dressing them up
in stereotypical Swedish garb and headlining the ad with, “Enjoy the
Swedish hospitality at IKEA store.”
We don’t pretend to understand all the cultural ramifications of
this but we prefer our Swedish maids blond, buxom and holding beer St.
Pauli Girl-style. Then again, that’s got its own nasty, sexist,
stereotypical baggage.”
