Hip-Hop renaissance man Sean "Diddy" Combs will be shooting a new television commercial for Ciroc Vodka and only African American women with a light/fair complexion need apply, according to the casting information sent out to by Imperative Management. The casting call, which is also open to white and Hispanic women, goes on to specify both height and size requirements, stating that only those who meet their criteria will be contacted. The management company's requirements are sparking controversy, as bloggers cry discrimination.
In 2007, Diddy announced his partnership with Diageo, the spirits company that owns Ciroc Vodka. Under the terms of their agreement, Diddy and his company Sean Combs Enterprises handles all brand management decisions for the vodka. As such, Diddy has appeared in several Ciroc ad campaigns, and also receives 50 percent of the company's profits.
Since collaborating with Ciroc, the 39-year-old has made the brand a household name. Earlier this year the company made headlines by offering New Year's Eve partygoers free cab rides in New York City's Times Square. Other notable marketing tactics also include a commercial in which Diddy used Frank Sinatra's music to bring a "sophisticated celebration" of the alcoholic beverage. The commercial does however feature African American woman of different complexions.
The mogul has yet to comment on the recent casting stipulations.
Reader Comments(1 of 13)
Krisat 3-27-2009
Yeah it is mean. But they act like discrimination doesnt go on all the time in Hollywood. Im dark skinned and I should be mad right? Nope. I know there will be other places I could get a job that wont care that I am dark skinned. Or that will discriminate and only want dark skinned chicks. Who cares! They been doing this for years. Or is it so bad that it is him? That is a BLACK man that is discriminating? A man wants what he wants? His two twin girls are dark skinned. Let them be mad at daddy later. LOL Im laughing at this. THIS ISN'T NEW PEOPLE. THIS IS AMERICA. EXPECT TO BE DISCRIMINATED AGAINST! No matter what your race is, it happens to all races some form or fashion.
granneegooseat 3-27-2009
Right on! When companies do this just don't support them...it always amazes me when people don't like something or another, why they just don't turn the channel, don't buy the product, don't listen to the station, or just don't go to the store or resturant. WE all have some choices and when it comes to buying a product we do have a choise.
Phillips familyat 3-27-2009
Kris, I laughed at this too! It is so absurd and silly! Yes, his twins will be mad at daddy for having so much self hate. We should all focus on world peace, instead of silliness from rich and dumb celebrities with skin "hue" issues.
zokidingat 3-29-2009
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Kimberlyat 3-27-2009
I agree with you Kris. I'm a white girl who grew up in a mostly african american neighborhood, a bad one at that. I was pregnant with my daughter and couldn't sleep so at midnight I went to the 24hr laundermat. There were some african american girls there talking about me saying how dare I be there and I shouldn't be in that area. My ex husband was a taxi driver and I once fell asleep in the front seat. A couple POLICE OFFICERS accused me of being a crack head cause I was white in a very bad neighborhood. Racism happens to all races for many different reasons. Nobody is going to change that.
fieroindyat 3-27-2009
ok crackhead keep whining because you were too lazy to better yourself
gratetripat 3-27-2009
It isn't clear that Diddy asked for these light-skinned girls. It could have been the production company or someone who worked for him or any number of other people. It does seem like someone's bias is showing though. And it's a shame. Beauty comes in every color.
HPSat 3-27-2009
Diddy, puffy, whatever his name is is an idiot, so this shouldn't suprise us. Money doesn't give you class, and he has absolutely none. I work down the street from his office near Times Square, and I hate seeing his stupid billboard stating, "I am King." No,you're not. Across the way from him is Denzel's billboard reading: Be Inspired. that's King language. Obama, he's a king. Eric Dyson, he's a king. Diddy is not. If you are a king or a queen, you don't need to keep reminding people that you are such. There is a difference between a king and someone who is wealthy. Diddy is wealthy but he has no king-like behavior whatsoever and no class, no matter how much Oprah tried to help him find some. And the fact that he is promoting alcholol just proves what a classless, un-king-like individual he is.
dbowie1428at 3-27-2009
You're exactly right. Fortunately, there are other people who are famous and also respectable. Sean Combs has not exhibited the kind of behavior people of (any race) should emulate.
keelaat 3-27-2009
Well - you are inspirtional !
paul4v44at 3-27-2009
Well said, thank you.
jerryat 3-29-2009
Yes it is good hear your comments. The guy is such an empty suit!!. There is no comparison to Densel Washington or any intelligent and humble man. It is so unfortunate that a good portion of the Black population will back and praise him an other empty phonies (ie: Russel Simmons)just because he is black. Given the same back ground as his from another race and they would be tearing him down. This not a racist statement, just a fact. Bring back the Jackie Robinson's of the world, the real hero's!!11
Keedraat 3-27-2009
I agree with Kris. I am not surprised at all. I am also darked skinned. It is very shamful to me when I see a darked skinned man discriminate against someone who is the same complexion as he and his family. WOW! But once again, it doesn't surprise me one bit. Some BLACK men have this thing whereas they think once they become rich, they have to turn against african american women. I don't get it! When they are poor, black women are good enough for them to date and marry. As soon as they get some money, they have to marry a lighter complexion women or WHITE women. Still don't get it and never will. Oh well...I guess that's just the way it is. At least for now. Dark, beautiful, intelligent, bold, caring, fun, and most of all, GOD LOVING black women, keep your smiles and your head up. We know who we are. We don't need any man on earth validating our worth. Take care ladies.
gsan201at 3-29-2009
Keedra..What's with the Hatred towards WHITE women.It just goes to show racism knows no color boundaries.I am shocked that your comments are highly rated as RACIST as they are.I shouldn't be shocked though as A LOT of the things said in here are very racist but many in here do not see it or are just as racist so they do not care.I am guessing you wouldn't date a WHITE guy either or HISPANIC guy or girl because they are not black!!!!!! Shame on you!!!!
agatimonat 3-27-2009
was it discrimination when robert palmer only hired the several women in his addicted to love video?. had a short overweight blonde auditioned im sure she wouldnt have been hired. society would be better off if we didnt look for things that are not there. not everything has racial overtones.in hollywood if a role calls for a white man, is it discrimination if a black man auditions and is rejected? people need to focus on real issues.everyone is too afraid of being label racist that we've gone overboard.