The Farmers and Manufacturers Beet Sugar Association (Saginaw, Mich.) had a lot of good ideas for their obviously in-house ads. Why hire outside talent when you can sit around a table with a couple other guys in overalls* and dream up these inspired creations? We've seen the branding triumph, the threatening matron, and to add to our ongoing Beet Sugar Gallery here's the racial stereotype!This ad must have cost a mint, entailing as it doubtless did an extensive nationwide survey of all of the best chefs in New York, Chicago, San Francisco, L.A...but it paid off, since in the end the beetmen were able to state conclusively that "The Best Chefs use BEET SUGAR Made in Michigan." That's settled then.
"The ancient idea that Beet Sugar is not as good as cane sugar [which does not merit capitalization] was exploded long ago," the ad claims, despite the fact that the American beet sugar industry is only a few decades old at this point.
Dusty D waved this ad in the airspace between my husband's face and the Ypsilanti Courier he was attempting to read. He contemplated the ad for a moment and then loudly brayed something I found horribly insensitive, deeply offensive, and politically incorrect:
"Is da firs' t'ing I put een my spa-GHET-ti when I come-a to A-MER-ica!"
After which we laughed like maniacs. Seriously now, readers: remember, Buy, Use, and Boost Michiagn Beet Sugar!
*No offense meant. Dusty D shambles around in ratty old jeans most of the time, so there's a kinship there.
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