The Verizon FIOS ad that targeted Ukrainian folk dancing was just the latest example of how the Ukrainian community can be mobilized and win – to an extent.
Shame on Verizon for its choice of an ethnic group – in this case Ukrainians – as a punch line. (The advertisement has since been replaced with pottery and a nature theme.) To be sure, the outcry has been many times louder from other, more populous, ethnic groups when they were targeted by various media, but the Ukrainians prevailed in this instance. The offending advertisement has been removed, albeit without an adequate apology from Verizon.
Since the calling, e-mailing and YouTube-ing for Verizon to hear us, the Ukrainian community demonstrated that it is watchful and will not tolerate any sort of attack on the Ukrainian identity.
Some have argued that we are taking ourselves too seriously, but where does that debate end? Whom can businesses target in their advertising and other practices that will supposedly go unnoticed or elicit minimal public response?
The timing of the offensive Verizon advertisement is even more hurtful with Russia waging war in Ukraine, as correctly noted by the Embassy of Ukraine in the United States. Russian state-owned media constantly belittle the Ukrainian identity in their propaganda, and the world does not need more of such hate-speech.
It is the hope of all who attempt to target a particular group of people that public opinion remains indifferent, as seems to be the case with Verizon’s actions and Russia’s invasion of Ukraine, and especially its annexation of Crimea. Russia is hoping that the international community doesn’t care about what Russia is doing in Ukraine, but thankfully, there are those who do care – and speak out.
Though we can never expect a public or formal apology from Russia for any of its crimes against the Ukrainian people, we can at least remain hopeful that there will be an adequate response from Verizon regarding its denigration of the Ukrainian heritage.
Verizon has felt our community’s resolve and has thus far made a very feeble attempt at reconciliation. To quote the words issued by its PR department: “…We sincerely apologize if the commercial offended you. That was not the intent. …”
Remain watchful, dear readers, as this Verizon incident is just one more case of a company sweeping its responsibility under the rug. Verizon still needs to formally, and properly, apologize not only to the Ukrainian community, but also to all ethnic groups.
There seems to be a failure to communicate on the part of a company whose business is communication.