why are they all black? why? they should have each a different coloured person, equally musclebound, that would have been perfect, I see no reason for the large number of black men other than that it would appeal to the USA mass computer market, 30+ white males who would find this appealing and in some way amusing.

Shame on you Intel!

kamal, london, uk

I don't think this is racist; people are oversensitive to anything that might suggest racism. Obviously there is no racist intent and if you don't consider race as a factor (like, say, someone who doesn't believe in racism) there's really nothing wrong with the ad.

If people want to stop racism in the future, the key isn't to be oversensitive to it, it is to be reasonable about it.

Amith, Cupertino, CA

The person who wrote "you don't hear Jews complaining" must be from mars.

Ezeu, Sfaert,

"to sensitive?", "minds are in the 21st century?", "the race thing?", "it could be seen as comparing the speed and power ...... (I mean, black athletes ARE pretty good?", "if you go looking for racism you'll always find it"?)

What can anyone say to this, other than ignorance will always be in abundant supply. If you don't understand why people should be TO SENSITIVE about racism, classim and sexism, then the "21st century minds" will be doomed to repeated failure.

JMJ, Lansing,

"for the 21st century, we are building a better world".

sophia, London,

psh, first let me point out that black people on a whole *especially in america* are way to sensitive.slavery is done, and holding on to the pain its caused so many after all this time isnt helping racism to go away.

moving on, this ad can or cannot be racist depending on how you look at it. yes it has the white dude with a bunch of black guys around him which can be viewed as a throwback to slavery, but for the rest of us people whose minds are in the 21st century, that can either be seen as a totally random ad (which is what i saw at first cuz i didnt see the point of having a bunch of guys standing around to advertise a product) or, if u have to bring in the race thing, it could be seen as comparing the speed and power of black athletes to the power of the processor (i mean, black athletes ARE pretty good). but as someone said earlier, if you go looking for racism you'll always find it, whether or not it was intended.so there will always be things that people fidn racist

Kim, kingston , jamaica

As a Latino IT rep. I was enraged when I saw this ad today August 15th. It is about minorities still being touted as having brawn and no brains.I planned on posting this myself and I am glad someone saw this, but why the ad is more popular than the apology is beyond me!

Pedah, COCONUT CREEK, USA/FL

It's now august 14 and I just got a Dell catalogue in the mail which included this ad...amazingly stupid!

Jewels, from the USA, USA

"If you are not a black man (or any other minority) in this country, then no matter what is said you will never understand why we see things the way we do. You don't see what we see because you have never been discriminated against or prejudge because of your race. "

False. That's the most racist thing I have ever heard.

Jenn, Toronto,

i never saw the ad so i cant make a judgement.
but what i will say is that it is time for the advertising business to make advertisements that reflect our multi culteral society.
i would say that 99% of commercial adverts reflect the white british people.
very seldom do we see a black family sitting around the kitchen table eating the latest corn flakes.
that is what upsets me, because its as if we are to believe that only white people eat cornflakes and pays for insurance!
i get so tired of seeing the typical white british family doing everyday things in a commercial advert, it is time for advertising to reflect modern britain.
as i said black people eat corn flakes, wash their hair, pay for insurance etc etc.
so why dont we see adverts reflecting that fact?
is it any wonder why we black people are so sensitive?
we are a part of the human race and we want to see ourselves on the tv screen.
i assume some dont want to see us,hence the lack of brown faces on tv and newspapers.

trevor, wembley, great britain

can anyone tell the last time they saw a commercial advertisement in which a white person(s) was outnumbered by black people?
black people in advertisements are either always in the background where you can see them but only because they are always outnumbered by white people.
therefore seeing an advert like the one that is causing such a fuss, doesnt surprise me because that is the acceptable stadard in advertising.
always put the white people out front and the black people in the background(but more often than not they arent in adverts anyway)
advertising always distorts reality.
take a run of the mill advertisement for your local bank, on a advertisement, guranteed you will never see a non white face..anywhere!
and yet in reality, every colour and nationality people use the banks, but you dont see that in adverts.
now dont get me wrong, i know that adverts are there to promote a service...thats all...but they base it around everyday life.
so where are the black people?

trevor, wembley, great britain

isnt that the accepted standard in advertising?
isnt it always white that we see in commercial advertising?
its no different to the stereo typical black servants in american movies back in the early days.
it would have been inaccuarte to potray a black man or woman in a positive role because black were only valued as servants to white people.
of course now it is commonplace to see black actors in positive leading roles because it is no longer acceptable(in the movies)to portray black people as servants to white people.
but in the advertising world nothing has changed.
it is still acceptable to always show the 'acceptable' face which of course is white, at least in the advertising business.
one gets the sense that there is still a jim crowish pecking order going on.

trevor, wembley, great britain

Oh, I think it's just funny. I could see how someone in an ad department could easily get caught up in the concept of these amazing faster chips and think that 6 black runners (some of the fastest in the world if you do your research) would accurately portray that concept. I mean, when I saw it, I could feel the power. Though instantly after taking in the full image... I realized how much trouble Intel would get in for other possible interpretations. I believe them that they didn't realize the ramifications of releasing such an ad. No competent technology company and well known equal opportunity employer like Intel would allow something that so harmful to run, intentionally. I feel sorry for the guys, accidents happen. I forgive them, I hope everyone else does as well.

Damian, Moscow, Idaho

I'm right on with Jon in LA. The white man is always cast as the dummy, loser, or wimp in today's TV commericials. We need to stop this childish pandering to childish minds.

Arlen, Vader, Washington, US

it's an ineffective ad, but you all know there was no racist intention. was it insensitive? or are some viewers being ridiculously oversensitive and betraying their own prejudices? I know what my answer would be.

derrick and nilka, you should worry a bit less about intel's chips and a bit more about your own.

if you actively look for racism (or anything else that could potentially offend), you'll always find it. you should try looking in the mirror first, though. not to mention complaining about this kind of thing actually causes resentment towards minorities - far more potently than the original ad would have reinforced racial stereotypes.

and pity poor bianca in china. not only does she have to put up with the racism of the chinese, she's stuck with one of the most racially insensitive names imaginable. :0)

jem, london, uk

This image looks like a white man standing at the helm of a slave ship. Shameful.

Denise, Chicago,

p.s. jade.... circumspect? that's just what it ain't.

jem, london, uk

Honestly, upon seeing this ad I didn't understand where it looked racist so I could understand why people outside of the US would think people are over-reacting. However, if they wanted to display a message of strength through African American runners it could have been displayed differently. The city I live in here in California is very race driven the white people here still have alot of hate in their hearts against blacks. And- RACISM DOES EXIST.

Intel most likely has the same amount of black employees working for them. I was born and raised in the Silicon Valley and those corporate big wigs are quick to keep black people in certain areas of the company with jobs that have small visual requirements to the company.

For the critics who feel oh get over it ask yourself:
#1 When's the last time you had a black family over for dinner?
#2 When will people admit there is a race problem?

Latrice T. Smith, San Jose, California

if INTEL said itself that the ad was racist and insensitive then why the hell are all you guys defending it?? what idiots !!!!!

Common Sense, Tokyo, Japan

What's racist and culturally insensitive is the fact that blacks can have all black shows, or even channels like Black Entertainment Television, yet if a white person did the same there would be hell to pay.

Black TV commercials don't even have a "token" white person most of the time. But it's ok because it's being racist against someone who has never been enslaved? Give me a break.

You don't hear the Jews complaining!

Paul, Desert, AZ , US

I am a black guy living in london and i dont see how this ad is racist in any way. I think americans and most espacially balck americans need to wake up. we fought for equality n are getting there but we black ppl think we need to act like its the 60/ 70's or something. Lets move on n get a life instead of living in the shadow of the past. We are our own biggest problem n till we realise that then we will ove on. There is nothing racist about this ad just an ill informed idea of what an ad should be.

Adegbola, London, Unitd Kingdom

As an African American I find the ad offensive and indeed racist. It resembles the images of slavery where, we, as a people were bound and powerless and forced to bow at the 'master's " feet. The Black males appear to be shirtless and prepared for a long day working the field. If so harmless, why aren't the sprinters depicted with running gear on and the picture taken at a track? Just because the world might be a little wider for some African Americans does not mean that there still isn't a pervasive air of racism being perpetuated; or that corporate America isn't still white and male making the decision to run with such thoughtless and offensive ads.

Ann, Chicago, USA, IL

I have read all of the comments that were made here and quite frankly i find a lot of them to be not very well thought out. Intel may not have intentenally made a racist add but the implication is there. Please understand without a doubt the scars left by slavery and racism will never be healed we will continue to put band aids on it but when you do that kind of damage to a family structure and to a race they are never the same. Contrary to what a lot of people both white and black think racism is not over laws have been passed sure but there will always be drastic differences in our economic and social standing. Yes there is "reverse racism" yes some people are just hateful. I am really saddened to hear some of the comment posted they just show how far we still have to go.

monique, Suitland,

On the surface it is pretty innocuous, Intel want to show that they can take the best in the world, and multiply it to make it better. Unfortunately it ends up being a rather harsh reminder of the way things were. If they knew what they were doing, it is rather a miscalculation on their part, however if they didn't, it just shows that they don't think about these things, I think it shows how well connected some people are to society, they must be kicking themselves, how did they not see 6 black men kneeling before a white man with a smirk on his face as maybe having the potential to cause offence? To all the 'anti PC brigade', really grow up, some people take it too far, but that is no reason to stop being sensitive to peoples feelings

Bill, Birmingham, UK

If you are not a black man (or any other minority) in this country, then no matter what is said you will never understand why we see things the way we do. You don't see what we see because you have never been discriminated against or prejudge because of your race. We are always being reminded of color regardless of the times. Therefore you conveniently believe it doesn’t exist because of Civil Rights. Today's racism is more sophisticated and sublime than compare to yesterday’s blatant behavior towards blacks (and other minorities).

Yes, it is easy to say, “slavery is over, get over it” if your people have never been slaves, and dealt with the harsh racism, (lynching, burnings, beatings, economic crippling, dehumanized and portrayed as dumb, uneducated child-like minded sub humans, psychologically traumatized thanks to Willie Lynches Making of a Slave that instituted a system to perpetuate slave mentality for decades, even centuries) after being “freed” by nothing but a political m

Michael J., Washington, DC

How can you look at this picture and say this is not at least some what reminiscent of slavery aesthetics? White man (fully clothed) standing dutifully over black men who are under dressed and bowing to their "master". Moreover, they are all identical, not even having a faces shown to differentiate themselves from one another.

It's really easy to write this off as "not racist," because no advertising corporation in their right mind would put out a campaign that would so overtly offend potential customers. That doesn't mean that this wasn't a racist advertising idea. Because it's not intentionally racist doesn't meant it's not racist (or, if you prefer, the product of a racist society.)

Moreover, you really need to look at the dynamics of the fact that there is this one (rather small, -- we could even say dorky) white man who is somehow ruling over these large faceless muscular black men. Where in nature would that be possible if not in a world of racism?

-an anti-racist activist

Danni, St. Paul, Minnesota, USA

To Zuerich, Reversing the color of the people in the ad wouldn't have the same impact for the simple fact that whites were never enslaved, massacred, segregated, opressed, discriminated against, etc. Perhaps if that were the case for whites in the US, the sting of a painful history that has directly impacted the present would resonate. Such a comparison id completely extraneous.
I am not African american but I find the ad offensive. The image is eerily similar to that of a slavemaster tending his chattel. (Slaves were equivalent to livestock)
Anyone who feels that discrimination no longer exsists in the US is delusional.

Ellen, NY, US

I bet if it was a woman smiking whilst 6 men knelt at her feet it wouldn't be deemed as sexist.

Thom, London, London

While not defending Intel, I will simply point out, (as Intel says) they tried to "convey the...processors through...visual metaphors"
CPUs are made of black plastic. And many PC cases and keyboards are beige.
Perhaps they were so busy being so literal they overlooked the historical/racial implications of the photo.

drkim, Hollywood, CA, USA

If you think that America has "the most tolerant society that has ever existed on the face of the earth".

You need to get out more....

Mike, Kennewick, USA / WA

I know it's not an excuse but this is just lazy photo retouching and usage of one figure to represent 6 runners, can't you tell from the shadows?, it's just a reutilization of objects, so they had one guy who hapened to be balck and they just multiplied him, two on the right side plus two on the left side. nothing subliminal, probably a really tight due date and some overlook. give the guys a brake, somehing trully sublimanly racist would have been a lot more smart.

john, liland,

Initially I just thought it was implying that the performance of the workers would improve....racism was the farthest thing from my mind. While I can definitely see the subtle undertone of racism, its not that blunt....I mean are we as black people that sensitive. No doubt we face racism throughout our lives but don't make the ignorance of some people delude our power of perception. THIS IS NOT THAT BIG OF A DEAL...YALL STOP BEIN IGNIT:-D

Rochelle, Jamaica,

Racist or not, one will never know the intentions of the advertisers.The problem is not overt racism that is dangerous. It is covert racism that matters. No legislation can eliminate it.

It is also important to realise that white supremacy is not the only cause of racism. There are black and brown racists too as I realised at one of the Tribunal hearing I sat on.

The defendant was an European white while the offenders were all Asian. Reading between the lines it was clear to me that the defendant should not have been brought to trial in the first instance.

Sati Ariyanayagam, Brentwood, Essex

The ad doesn't come across which ever way you look at it because its message is muddled and it does not have a clear visual 'hit'.

Hugely bad marketing - forget the racism angle, that's just a red herring.

Annie, Bath, UK

Were the black guys in the advert so desperate for work they were prepared to humiliate themselves and their race for a quick buck? Or, like most people, did it simply not occur to them that some silly folks would interpret the advert as a master/slave scenario?

Adverts like this keep those employed by the race industry in a job, but this 'benefit' is outweighed by the subsequent overreaction alienating many white people, who are much more offended by the idea they would consider black people as servants than they are by an advert.

Alan, London,

I suspect we'll see increasing amounts of "insensitive" content as 1) memory of distant injustices recedes and 2) immigrants arrive with no memory of them at all. Such "insensitive" ads might be a positive indicator of social progress.

BTW, my black father is a sprinter with a world record (for his age group). If AMD had a similar ad with white runners, I know whose processor I would buy.

Steve, Moscow, Russia

Just goes to prove how politcal correctness and the liberal agenda has brainwashed people into stereotypical thinking. Instead of thinking 'athletes =performance' it's 'blacks, so must be racist'.

viv, London, england

If only they had just used the same white or black actor to portray all of the characters, this would not have happened.

Martin, Shropshire,

Despite all the reasonings, the picture does look offensive to me. It reminds people of the slave industry that did exist at one time. The attack on people who attacked this ad was unjust. Those who attacked ARE racists to me. I saw a lot of 'white superiority' messages in the above comments.

Chris Xie, Swansea,

When the dominant culture offends or slights a community of color, especially A-Am, why are the latter’s feelings of outrage held up to scrutiny and ridicule? There are quantifiable facts on colonialism and the global history of racist exploitation that all commenters should acknowledge. Those of conservative bent can manipulate with slams against p.c., persuade with anecdotal evidence of black managers, and list black Olympic athletes, however racist stereotypes has been a trope of advertising for over a century. Clever taglines and design can mask racist implications, but they are perniciously present. As an A-Am social studies teacher working with urban youth, I see subliminal messages of racial domination as a corrosive (to find out more, google the Jim Crow Museum and the Simon Wiesenthal Museum of Tolerance). It is hard to believe that the codification of roles in the Intel ad was unconscious, and it troubles me that their apology won’t keep it from being distributed.

Christopher Adams, Bronx, NY / USA

Was this spotted as racist by the same people who connected "brainstorming" to epilepsy? Perhaps it was the people that saw racism in a schools "black board" - they are boards, they are black and they are inanimate objects...

Graeme, Edinburgh,

I don't consider this advert racist in any way.
Many well known sprinters are black, i.e. Carl Lewis. Intel (I supose and I understand from viewing the advert) intended to transmit that their processors are fast. Well, sprinters are fast!!! And many people will associate a sprinter with a black person.

All these excesive political correctiveness is tyring me.

eduard, london,

I think it is racist only to someone who is a racist himself.

SO its a white man and black runners so what?
Would it be better if it was a black man and white runners? Japanese man and white runners? Indian woman and black runers?
This is absloutely idiotic.
People are people, why would you even be NOTICING the colour of the people in that ad?

And by the way - there are no women in this ad. No handicapped persons either. Hmm, no Sikhs as well.
Would that make this ad ofensive to the above categories of people?
Just grow up.

Alex, Israel,

I suppose that this process is a fiction! in my opinion this is the AMD's commercial publication.

Denis, N. Novgorod, Russia

Racist? Gizmodo's interpretation of it certainly is. Reverse the colors of the people in the image - 6 sprinters (all white) poised to run, and a manager (who's black). Would you consider that racist? If not then it's your interpretation of the original picture that is to blame. Does that mean you see all black men as slaves, or just sprinters?

The ad is of intel's usual poor standard (not as bad as the lad with the phone), and yes I did see the racist interpretation too, but the world is changing. Businesses are now packed with black managers not because of PC, but because that's where the talent is. If you still see black men as slaves, you're the slave.

Andrew, Zuerich, Switzerland

Isn't wonderful we have race pimps fanning the flames of division and racism in the most tolerant society that has ever existed on the face of the earth? Interracial marriage is higher than it's ever been and increasing every year.
Get over it. This isn't the 60 or even the 70s. That was 40 years ago. Then a person was a racist for hating others with different skin color. today you're a racist for acknowledging that blacks are on average better sprinters than whites.
Remember the story of the boy who cried wolf?? If you misuse the term, it will lose its meaning.

Mike, Irvine , USA/CA.

Seriously, people. Political correctness is a wonderful thing and performs a very valuable role in society. It's a sign that you care about another person's sensitivities (real or potential) and respect them.

I'm a black British female now based in China and trust me: I wish and pray for the "good ol' days" back in London when people didn't shout insults at me in the street, didn't take it upon themselves to tell me just how black I am and how black people are ugly and stupid, but sure can play sport. Why do they do this? Because they see the stereotypes from media of all kinds and take it as truth.

So whether or not this ad was deliberately intended to be racist (and I don't believe it was - no firm would deliberately incite such negative publicity), the image it portrays still propagates steroetypes that we black people are trying to get away from.

So for those who see nothing wrong with it: that's your opinion, but please don't neglect other people's feelings.

Bianca , Beijing, China

It's a sinister ad. I think they done it by purpose. You could almost see the workings of the person who designed this so called 'ad'. Insulting in the extreme.

Alan Hynde, Norwich, Norfolk

Aren't those sprinters preparing to run into themselves?!

I think the layout of this ad is poor and in my opinion sinister from both a racial and employer / employee point of view.

If they wanted to use the imagery of black sprinters to embody the power of the processor, there are far more positive and dynamic ways of presentation which avoid making them look like they're bowing before their boss.

It could have been worse - the boss could have been standing with a starter pistol.

It's not put me off Intel completely but I'm not impressed.

Jeremy, London,

Advertising aims to affect attitudes about the relevant product, rather than challenging attitudes about the wider world. Most people targeted by this ad will be white males, so that's why the boss is a white male. Ask most of these white males to describe a sprinter and they'll describe a black male. So the sprinters are black males.

Anything further from the norm would have distracted attention from the core message.

Tim Footman, Bangkok, Thailand

Well done to Intel.
It is an incredibly stupid and offensive ad. I can't believe it needed to be pointed out to them.

Natalie Thompson, London, UK

if black sprinters are are offended , why did the guys in the ad not speak up, looks like there were enough of them. ???

maggie Millington, brittany, France

I am surprised that corporations, like Intel, still use ads like this. Don't they realize by now race hustlers like Jesse Jackson and Al Sharpton feed on this stuff. Intel will have to dig deep to pay for this mistake.

Bruce, Minneapolis, USA

Yes it is racist...white people can be sprinters too....

Caroline, London,

It’s interesting that many of the comments are from foreigners- i.e., non Americans, who have very little idea of the black/white dynamic within the US. It’s not as surprising that many of the comments from the UK find no issue with this advert- one of the most racist and class driven society I have encountered.

Nilka Thomas, New York, NY

I agree that the ad is grossly racially offensive. To infer that only blacks are capable of being fast running athletes is offensive to whites.

N Wilson, Bourne, Lincs

Looks like Black power to me.
Blacks with rippling muscles & strong looking sprinters.
Definitely "racism" against the white man.

Sarah Parker, Bristol, uk

Seems like no matter what we say or do nowadays, we offend someone...

pam, branford,

I am so tired of people calling any little thing done on commercials, advertisement, movies, etc..., racist!!! PEOPLE GET OVER IT!!! Stop being overly sensitive!!!!

Rose, San Diego, CA

I think the sensitivity came from that the ad says " your employees" & they are all black, & the way their boss is standing with a smirk on his face. If the employees included some white & asian sprinters, i think it wouldve been ok,they wanted to imply power but it backshot. I dont think they meant it in any racial way.

S Ahmed, Cairo,

Lets face it Intel are not the only company that is guilty. Still to this day in the 21st century we Blacks still have to witness racist connotations such as the right guard ad. Insinuating that the supposed golfer's (as if?) Body odour is so bad it can knock out everybody with in a 5 mile radius.

Tracey , Stevenage, uk

How come none of the professional sales and ad execs spot these things before it's too late? Such incompetence or ignorance is beyond belief.

Incredible.

JC, London,

To Ames, Grand Rapids, MI....The reason why racism still exists today is because white people are constantly trying to prove to themselves that blacks are inferior.

Subliminal messages, "White America" has been doing this for years through ....ENOUGH IS ENOUGH!

Shay, Bay Area by way of Oklahoma, CA

It's the same guy mirrored in each position. This is ridiculous.

Barry Trumpton, Barton upon Plop, England

I was all set to read another politically correct article, but having looked at the add; "Wow, how can anybody be that stupid?"

Larry, Buckingham,

how is this racist, grow up

David James Hickey, Cork, Ireland

I sometimes cringe for the intelligence inherent in the human race. Do you think that the Advertising Agency (not Intel for god's sake) has a racist agenda? Do you think the actors, production staff, writers, media staff, copywriters, editors, lighting staff partoook in this as a racist effort. And then the reviewing people at Intel management joined in? All to destroy their own brand value and do precisely the opposite of what advertising is intended to do?

If you think this was a deliberate racist effort, then you sir or madam are racist in yourself because you are seeing shadows where there aren't any - you are holding prejudicial thoughts about people not of your colour. It's 2007. There are mindless appalling racists in society but perhaps you need to get over the idea that they are everywhere and that everyone's out to do you down. It's not 1957, it's 2007. Ostracise the moron racists but recognise it's a pathetic dying minority and not the majority of society.

Gareth Johnson, Whitstable, England

Can we please remove the, "White Cavemen," in the never-ending ads for "Geico!" Can we remove the movie ,"White Men Can't jump"... can we remove the movie "White Chicks?"
Can we remove BET and all their racial content against whites?
Can we remove, "Black voices," and "Latino AOL," from the AOL directory...or at least include...."Caucasion AOL?" This list could go on and on......people need to lighten up or we are all going to boil over and explode..
One poster stated that we should put our focus on starvation and poverty and feeding all the billions and billions of starving children..... can we first start by teaching people that if you cannot feed them you should limit the amount you have.... maybe 1 or 2 instead of 10-20 would be in order... not only that it would be beneficial towards the environment!!!!

Alicia, Bethlehem, USA/ Pennsylvania

"As well as being more humorous it would have left the pc brigade huffing and puffing with nothing to complain about!

Scotch, Solihull, England"


I do fear they'd still find something to complain about. The PC brigade are good at that.

Arthur, Newcastle,

To the blokes in the U.S.A. -

I'm not sure if anybody took notice - but the black population in the U.S. stands at roughly 13.4%.

Recently (as of 2001 I believe), Hispanics took over as the 2nd most populous race in the United States. Although, I don't think they quite have the 'cache' that blacks do - what with all the seemingly endless and perpetual racism that exists here.

In any event, the scared shareholders (oops, I meant 'concerned' public), has spoken and now Intel has dutifully apologized - which isn't enough really. I fully expect there to be mandatory race sensitivity training imposed by the Rainbow-Push coalition.

Yawn...

CC, santa clarita, ca USA

I'm so dumb, I didn't even notice the sprinters were black. I didn't even get that they were sprinters. They looked like swimmers getting ready to dive in from the edge of the pool for a race.

And I totally didn't get any metaphor about efficiency in a microprocessor from this ad. It just didn't make any sense all the way around. But overt racism? I don't think so.

Claire, albuquerque, nm

If I were AMD, I would reverse the characters on the picture and finally win the competition with Intel !!!!
The race card has proved to be a sure thing lately.

Say it loud AMD and I am proud, New Orleans, USA

If anything, it is reverse racist, implying that only from the black man comes great strength, agility and performance. The white man looks slight and weak. Only in today's hyper-sensitive, PC social environment can the ad be overlaid with so much alleged extreme and inappropriate meaning. Doesn't the ad merely reflect the dominance in the major sports? 30 years ago all the individuals shown would have been white. And clearly, the athletes are not bowing to a plantation master, they're obviously in the track runner's starting position. The true intent of PC ideology is to promote group-identity conflict, and without doubt, it's fulfilling its intent. Those who see only a master and slaves are terminally racist, unable to grant the black man his equality or to forgive and forget the white man his trespasses (although, let's also consider, while in this reflection, the Muslim Barbary Coast pirates, African slave traders, etc. -- mistakes on both sides of the divisional lines).

Fred Jones, Omaha, USA/Nebraska

Most of you guys are right and the overly politically correct people have got the usual chip on there shoulders. However, one thing did bother me and that was the fact that a few posters said to talk to the actors in the ad to see if they felt used or abused in any way. But, if you were really paying attention, you would have noticed that every sprinter is the same guy, I mean if anyone can photoshop a picture it's Intel. These people need to pay closer attention, especially if they're going to comment on imagery and symbolism.

Chris, Brantford, Canada

Intel should be ashamed of themselves........for caving in to the pc bullies.

John Tomlinson, Brentwood, UK

sillyness.

people thrive on challenge. if they dont' have a real one, then they'll make one up.

steveo

steve, atl, ga

Am a proud black man who grew up in Africa but currently working/living in Europe.

I didn't think it was racist on first impressions but once you ve listened to and appreciate what minorities(black or otherwise) who were born and raised in a white dominated society ve experienced (racism) in the past and continue to experience in more subtle ways and what has shaped their thinking to this pt u understand where they are coming from.

Whether it was racist or not is nt the pt in my opinion, Intel/we shd appreciate the sensitivities of different communities and in this case Intel mgmt shd ve (given any thought) predicted the uproar and pulled the plug before it was aired unless ofcourse the plan was to play for the controvesy to increase viewership of the ad.

Racism is not as bad as it was 10yrs ago in most countries but those who experience(d) the worst of it the memories are still raw and fresh.Unless u experience it u ve no idea what it's like.

Dasty, Brussels, Belgium

What about those Guinness adverts, disgusting

Gwyn, Manchester, UK

Political correctness is driving me insane......

All the white population do is watch what they and and instanty apologise...enough. Please stop making excuses..

Nick Evans, Bromley,

Okay, I agree, it looks circumspect, and really, they should have though about adding different athletes in there and their point would have been made, but when are we going to get over being so politically correct?!

Jade, wolverhampton, West Midlands

I'm fed up with people seeing what they want to see when it suits them, no was no way intended to be racist...how stupid do they think Intel are?

Jay, cambs,

Just ridiculous?! What i dont understand is why people dont complain against the "reverse-racism" that is so wide spread across the west now days i.e. the minorities openly discrminating against the whites...

D, Mumbai,

To all UK readers: The US has a very terrible history of racism and slavery in the not too distant past. It is offensive!

Kelly, Phhoenix, AZ, USA

Scotch: Why wouldn't that have been just as racist? Do you believe there is no anti-white racism by blacks? If so, I'm afraid you don't live in the same world that I do, where all the tribes display their own tribal prejudices to what they instinctively believe will be their advantage. I don't like to use the term "racism" , it's a silly and inaccurate word, as we all belong to the same race, the Human one. Tribalism is much more understandable, and less perjorative, which is probably why the p.c. brigade don't like to use it.

Roger Cole, Carson City, Nevada.

The only reason that racism is still around today is because of stupidity like this. People that want racism to still exist will find it any way they can. Looks like those that want it found it in this commercial.

Ames, Grand Rapids, MI

It is indeed racist in that it implies that there are no top class White, Indian etc. sprinters in the world when we all know that there are. Seriously though, as we all know the PC Brigade are the real racists in this world who have taken the book 1984 and now try and make sure that we all end up as in the book.

But the backlash has started.....

B J Deller, Marbella, Spain

It's a shame the same stink isn't made about 'That's why Mum's go to Iceland.' Can't say I 'm that PC - but how on earth do they get away with such backward, thinking advertising?

Sarah, London,

well in that case i am a jew and i think that it is offensive that they are not wearing kippahs as it does not show a representation to my religion therefore change it!

see how mad the world can go thought police??

jeremy, london, England

Could be the other way around - that non blacks cannot be world sprinters!

C. Young, Hampshire,

A multi-billion dollar company, and you are telling me that NO ONE noticed this....sure thing....oh is that a pig i see flying in the sky.
....and anyway, anyone in the know, knows that AMD is faster, cheaper, uses far less energy AND has a REAL dual core architecture that was thought through, rather than cobbled together.

so, in short, yet another reason why not to buy Intel.

Kambiz Shahri, Pretoria, South Africa, Gauteng

Jon, what television channels are you watching? We're obviously not watching the same commercials! I live in New Jersey!

Kay, NJ, USA

Oh, for gods' sake: this is ridiculous. I don't think Intel, who employs blacks and has black management staff, intended to subliminally throw us back to the 1880s.

We'd best be sure hamburgers aren't advertised with dark meat and white buns surrounding it.

James P, Sacramento, California

Political Correctness gone mad ! We see, we learn (hopefully), and life goes on.

John E. F. O'Reigner, Wirral, England

Anybody that sees racism in scenarios such as this one is inately a racist themselves, to be able to see racism after twisting what is a clear message is testament to their own bigotry.

Anybody who has watched the last five Olympic sprint finals knows that to have black athletes in a sprinters starting crouch is to symbolise the very best, these very same people would be in an uproar if all six men were white as it would not be a true representation of what is excellence in sprinting.

Paul Phillips, London,

A very strange and misguided advert indeed, but if it is so offensive or racist, why did the 6 black guys in the picture agree to making the ad in the first place?

Alba, Marbella, Spain

For goodness sake, stop being so touchy - and that includes Matthew Sayed. It is insulting to all racial communities to suggest that an advertisment which is intended to portray the world's fastest sprinters about to sprint is racist - and it implies that the black community do not have the insight, wisdom or humour to distinguish between a genuine sleight and something where no offence is intended. If our bleeding-heart (largely white) hand-wringers stopped patronising those they claim to defend by taking offence on their behalf at every possible opportunity it would encourage everybody to look at what really matters - the spirit behind what happens. Anti-racists would be far better employed combating real and harmful racism rather than homing in on semantics. If you take offence at everything you will miss what really matters, lost in the clutter of trivia.

Roddy Campbell, Christchurch, New Zealand

Most of these comments so far are from other parts of the world, in the US race relations are not as "chipper' as they might be in other parts of the wold. With that in mind Intel should have had better marketing sense than to touch any black white issues with a ten foot pole. It was nice of them to apologise but if you consider the approvals and evaluations a ad must go through to make it to print, it still leaves a interesting perspective on the company as a whole. AMD since 97 for me :)

Keith, Tulsa, USA, Oklahoma

And if the runners had all been white it would have been a racist advert for having no blacks in.....
You can't win !!!!
Anyone with an ounze of knowledge of sport knows that the majority of runners are black. It's a fact of life - the best and fastest runners are black - there are also very few black swimmers. Swimmers ted to be white. If people are unhappy with this then speak to God/Allah/The divine one.
The only racist this incident has "outed" are those people that thinkt he advert is racist

Richard Garland, Manchester , Greater Manchester

Riiiiiight! This ad is racist because we say so! People are so quick to judge others - maybe they should look in the mirror first!

Bosh, INKSTER,

For Intel, any other ad would have been just another ad in the middle of ads. In this way, they did it by purpose, their ad is on any web page, for free, every one is talking about it, every one will go and serch for it, just to see the image.
Oliviero Toscani is a master of this kind of advertising.

Pierre, Parma,

Can I have the film "White Men Can't Jump" retrospectively censored and pulled from all shelves as I find it racially offensive?

Dave W, London, UK

Folks, all well and good, you rightly comment on the fact that the top athletes in the 100m sprint have all been black - but the question is why the "employer" overseeing his "subjects" has to be white? Why cant the employer be a black guy in Chinos? Or will you similarly come up with a list that states that the top 10 "employers" have all been white men? Plain and simple, the ad is racist and insensitive. Yes, as a black man it offends me, but I am able to get on with life whilst acknowledging that for us (black people), a large proportion of the "other side", meaning white folks, will frequently seek to humiliate and disempower us for no other reason than our colour/ heritage.

DERRICK JOHNSON, MITCHELLVILLE, USA

I saw nothing racist. No one meant anything by it and only the Nazi poltical correct police would ask it be removed.

Perhaps the actors who were part of the commercial should speak out... I'm certain they did not feel used and abused.

Frank Madigan, Capreol, Canada

The advert attempts to tick all the politically correct boxes. Features number of black people to prove we're not racist - tick. Portraying them in a positive light by highlighting a positive racial characteristic in speed - tick.

It would take a policitally correct nut-job to put the interpretation on that has been. Still, America appears to be a powder keg over race and you can't blame Intel for pulling the ad and crying mea culpa.

As for Scotch, maybe I'm missing something but I fail to see how having white sprinters and a black manager would have raised the minimal level of humour in the advert. The politically correct brigade huffing and puffing with nothing to complain about seems a contradiction in terms but there would have to be a good chance they would complain about the use of white sprinters given the predominance of black sprinters in the sport. Was there ever a simpler time?

Chris Jackson, london,

I always bought computers with an "Intel Inside" processor. Not any more.

Now my preferred processor will be AMD. Anyway Intel has become a monopoly, its too big and needs to be broken up for competetive reasons.

Khurshid Zaman, St. Petersburg, Florida

Below is a list of the top twelve all-time male athletes in the 100m.

Maurice Greene
Donovan Bailey
Bruny Surin
Tyson Gay
Leroy Burrell
Olusoji Fasuba
Carl Lewis
Frank Fredericks
Ato Boldon
Francis Obikwelu

No white males in this line up.

I am sure Intel do not have a covert redneck agenda and that this ad was intended to be representative of the sport, had it been a line up of white males no doubt comments would have come in questioning why black men, who clearly dominate the sport, were not represented. As with anything interpretation is situated with the reader not the author, we make of things what we will depending on our experiences. I am glad Intel have dealt with it sensibly, though I am sure there was no intent to be insensitive.

Winston McSmith, Edinburgh,

simply astounding...

harmony, London,

What a load of rot. These days you can't say this or do that for fear of offending anyone. I like the ad, I think it's good.

Some people should get the chip off their shoulder & get on with life.

Neal, Wokingham, England

Oh for heaven's sake, I can't believe people have this much time on their hands in a world full of starvation, poverty, injustice and global warming to throw a hissy fit about this harmless advert. Some people these days REALLY do go around wanting to be offended just so they've got something to complain about. If people see something racist in this advert, then it's something in THEIR minds that THEY need to deal with.

Graham, London, UK

Oh good grief.... Are there people out there who actively look for any - and I mean, any - possible sign, even if it's unintentional and trivial , of the slightest possible thing that would cause offence?
How about - White men can't run? some of the best and most remarkable athletes in the world are black. Both men and women. This advert implies that women are no good at sports. it also implies that women are no good in management. can the thought police please ease up a bit on what might be deemed offensive, and concentrate on what definitely IS?

Alex Parker, St Albans,

The advertising and marketing industry's biggest issue is the woefully inadequate number of black or ethnic faces on the creative and business floors. if those creating the work adequately represented the racial mix of the audiences they were talking to, there would be far less likelihood of issues like the embarassing one facing Intel.

Ovais Naqvi, London, UK

Scotch-

90pct of commercials in the USA are just that...the white man is the dumb dolt and the minority is in charge.

Hence, it wont really do anything for preconceptions.

Jon, LA, CA

It would have been better advertising if they had confounded viewers preconceptions by portraying the opposite- white sprinters and a black manager guy.

As well as being more humorous it would have left the pc brigade huffing and puffing with nothing to complain about!

Scotch, Solihull, England