Racist' ad here to stay

The actor behind TVs funniest commercial won't "walk away" from his work.

Critics have slammed the 30 Second Spray and Walk Away commercials as racist, derogatory and demonising.

But Ming-Jen Huang, the actor who takes on the persona of a Japanese professor, says the commercial is funny.

In the advert Huang sprays the liquid cleaner on the ground and then says: "Look, I spray and walk away."

When he returns a short time later, he comments: "Look, lichen die. I walk away."

His accent, language and appearance has drawn several complaints to the Advertising Standards Authority.

S Cooper wrote that the ad was "offensive".

"I think this advertisement promotes racism and is insulting to the many Asian people who live and visit here and insults the intelligence of our own population."

L Chong agreed, calling the ad "derogatory".

"Portraying an Asian with a bad English accent is derogatory to the Asian community and reinforces the stereotype of the hapless non-native English-speaking Asian.

"Simply by the fact that this ad is condoned on NZ television, means that the public is allowed to continue believing Asians aren't capable of communicating properly. Ultimately this demonises any Asian-looking face."

But Huang, who is a former professional tour guide, doesn't see it as offensive.

"I am very proud of my performance in this commercial and feel that in no way does it undermine or offend the Asian community," he wrote to the Advertising Complaints Board.

"I do not feel ridiculed or feel that I am being made fun of. The commercial is funny and it makes people happy. What could possibly be wrong with that?"

Since the commercial aired, Huang said he had received praise and recognition, with strangers approaching him in the street to congratulate him.

Product advertiser Award Concepts and advertising agency Clarke Newton also stood behind their man and commercial.

Awards Concept told the complaints board that there was no "over-exaggeration or attempts to send up or ridicule Ming-Jen".

"We selected him for his enthusiastic personality and his genuine approach. Everything you see in the commercial is 100 percent Ming-Jen, from his accent to his glasses."

The complaints were dismissed with the board agreeing they were unlikely to cause widespread offence.

- © Fairfax NZ News Last updated 12:09 02/03/2008