Yesterday we told you about Acura’s Super Bowl ad fail in which their casting agency requested only “friendly” looking black actors that were not “too dark” apply for role in the commercial, and yesterday evening the company issued a predictable apology.

Acura, a Japanese car maker and division of Honda, issued a statement:

“We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials. We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor.”

Acura also insisted they had nothing to do with the “too dark” description on the casting call sheet, instead laying the blame on the casting company.

“The casting sheet was only now brought to our attention,” the company said.  “We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand.”

Are you buying Acura’s apology? 

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  • Devils advocate- This really makes me wonder though. How do they do a casting call for ugly people? I know they must do it because you see them in movies. They had to have called for a role for this of person. I do not think it is just Black people, i think the acting industry is very discriminatory. In rom-coms they will not cast two ugly leads. If you have a tampon commercial you will have that one racially ambiguous lady on there so that latinas and Blacks can relate and White women are not alienated.

    • HowApropos

      “Looking for normal, ever-day people…’

    • HowApropos

      I forgot to add:

      Lotsa homely folks get paid big for their unusual look(Steve Buscemi, Sarah Jessica Parker, et al.).

      Being a character actor is quite the fit for those who don’t have the movie star looks, but still captivating to watch.

    • I would call Sarah Jessica Parker unconventionally beautiful. Something between a Barbara Striesand and Jennifer Aniston. Once you make it in the industry it is definitely easier, but as a no-name actor or actress it will be hard. And even still you don’t see the Octavia Spencers getting the Meagan Good roles. Certain roles will ask you to look lighter, prettier, leaner, more mature, more girlish, more muscular, whatever.

  • amy

    clients don’t manage the casting, this is completely at the hands of the ad agency and the synergies with a production company. castings have historically been exclusionary and exacting to place the fitting talent.