Naomi Campbell threatens legal action over 'racist' Cadbury's ad

By Lucy Hutchings on Wednesday 1 June 2011

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Marie Claire Fashion: London Fashion Week, Naomi Campbell

Naomi Campbell is threatening to take legal action against Cadbury, after the food giant used her name in what she has branded a 'racist' advert.

The supermodel was left outraged by the ad for Cadbury's Dairy Milk Bliss, which featuring a chocolotae bar propped within a mound of diamonds and uses the slogan, 'Move over Naomi there's a new diva in town'.

Speaking to The Independent, Ms Campbell stated: 'I am shocked. It's upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humor in this. It is insulting and hurtful.'

Cadbury has now removed the advertisement from all billboards and it is no longer in circulation. A statement from the brand read: 'It was certainly never our intention to cause any offence and the campaign itself is a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss.'

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But it could be too little, too late for Cadbury, with a number of black rights groups quickly backing Campbell's cause.

Simon Woolley of the UK's Operation Black Vote, called for a boycott of the brand's products, telling The Daily Mail, 'Racism in the playground starts with black children being called 'chocolate bar.''

Do you think Naomi Campbell should take legal action against the Cadbury's? Let us know your thoughts in the comments box below.

CATWALK PICS: NAOMI CAMPBELL'S FASHION FOR RELIEF SHOW

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Wednesday 1 June 2011

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How ridiculous, the advert is clearly alluding to the fact that Naomi is seen as a 'diva'. It's got nothing at all to do with racism, nor is it comparing her to a bar of chocolate. PC has gone mad these days.
Comment by Laura on June 01 09:30

I agree with Laura, I fail to see where anyone can even find a hint of racism in that advert. Naomi Campbell should be happy that the chocolate company still see her as a big enough name to use in their campaign, we all know that a diva is exactly what she is. She should be flattered
Comment by Roo on June 01 10:13

I have to say, my first thoughts had nothing to do with the fact that Naomi Campbell is a black woman but rather the blood diamond scandal she was involved in. Perhaps that was really her objection too??
Comment by Lara on June 01 10:43

This woman is a joke! This is exactly the reason she was the subject of the advert in the first place. She has such a chip on her shoulder - maybe McCain's should run with that!
Comment by Julie on June 01 10:44

I guess everyone has the right to decide where and when their name could be put to use, especially Celebs. Cadbury wouldnt have meant it to sound the way it turned out,but what was their creative team thinking. Being the awesome brand they are, with their n number of cool creative ads, they could have taken a different route to glitter and bliss this time. Thanks for the post though!

Comment by Ananth on June 01 12:11

And Naomi responds in typical diva-esque style! I wonder if she sees the irony in that :)
Comment by Airyfairy on June 01 12:57

what next white people going to sue the milky bar kid for depicting white people as chocolate..... Naomi get a life aint u got enough free publicity.......
Comment by solo on June 01 12:59

Naomi sees Ã‚Â£ signs in this. It's blatantly not racist, my fiancee is black and doesn't see this as racist. In the Bahamas on vacation I was talking to one of the chefs and as he wiped his brow he laughed and said the chocolate is melting! In playgrounds, seriously people, the racist slurs used won't include anything as polite as chocolate bar.
Comment by rastajanie on June 01 13:10

How diva of her to assume the advert is about her in the first place! Where exactly does it say Campbell??? Could be referring to any Naomi in the world...
Comment by Emma on June 01 13:14

Sooo ridiculous. I agree you have a right to say when and where you name is used but would Kate Moss have got annoyed if a white chocolate ad had used her name.... I don't think so. I can't relate at all but seriously I don't think they would have released it if anyone had thought it would cause offence.

Diva is as Diva does Miss Campbell.
Comment by ellie dolton on June 01 13:18

I think Ms Campbell has made a valid point, it is an advert which can easily be construed as racist, regardless of the company's intentions. Whatever she has or has not done in the past is a moot point, in my opinion. More relevant is how on earth Cadbury's gave the go ahead to this campaign? The fact that they don't seem to have considered how the person they named in the advert might take it,nevermind the general public, is a very poor show. Surely someone in the marketing department could have seen this reaction coming from miles off?
Comment by J on June 01 13:35

I wish she would take it to court so it could be pointed out to her how ridiculous she is being and that no-one would have thought of it being racist until SHE decided it was. Its about her being a DIVA, idiot. I wish companies like Cadburys wouldn't back down against stupid cases like this, its making the world a very dull place because everyone is scared of offending anyone.
Comment by Stephanie on June 01 13:47

I have heard black women describe themselves as Chocolate with smiles on their faces. Although I find it strange that Cadbury would go ahead with the ad without her OK.
Comment by DonQ on June 01 13:58

I can see where naomi is going on this it doesn't look racist at first glance, but people still to this day call black people chocolate which is offensive. the advert is objectionable because it subtlely reinforces the idea that it is ok to call black people that! it is NOT political correctness gone mad, it is insulting to be called that and might i add rather ignorant to say that calling a black person chocolate isn't racist because you could be called worse.
Comment by elly on June 01 14:15

The advert says "Naomi" not "Naomi Campbell". If she thinks, it relates to her, that's her problem isn't it? How full of yourself can you be?;)
Comment by Simone on June 01 15:15

I think maybe they were alluding (with a little dig) to the diamond scandal Miss Campbell was caught up in where a pampered diva was given diamonds as a gift nothing to do with race.
Comment by Mavie on June 01 17:57

I agree with most opinions here... this had nothing to do with colour, and everything to do with being heaped with diamonds. I do also agree that it's a foolish ad, that shouldn't have been cleared. Aretha and Liza did the "diva" ad for snickers already.

Comment by Niamh on June 01 18:31

I probably speak for many people when I say that people are way too PC nowadays. However, with advertising campaigns such as this getting such a backlash I'm not surprised that people have to be so careful about what they say. I personally think it's really ridiculous. Had I have seen the advert on a billboard I would not have presumed that Naomi's name featured on it due to the colour of her skin, I would naturally have linked it to the fact that she does have a reputation as being a diva. I think the fact that Cadburys didn't see a racism link themselves speaks volumes about the fact that the advertisement wasn't intended to offend. I think it's really tragic that she blatantly feels insecure enough about herself to play the racism card. I wouldn't be surprised if there are people of the same skin colour as her who are fairly embarrassed about her reaction.
Comment by Alice on June 01 18:43

Totally agree with J and elly! Yes, all right, they surely didn't mean it to be racist, but they also really didn't think it through. It's uncomfortable at best, comparing to a black woman as chocolate, and there's a point at which it's not about how you say a thing, but how the person you're talking to hears it.
Comment by Vivi on June 02 00:48

Is she so desperate for publicity. How can that add be classed as racist its PC gone mad again
She is clearly a diva and that is what the bar is alluding to. Silly woman and how sad that the PC brigade are climbing in the bandwagon
Comment by Chris on June 06 19:16

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