Why the controversial (EO) Executive Optical's "Don't be a loser" billboard got the flak

After the much tweeted/blogged about controversial BAYO What's your Mix campaign, here comes another controversial ad campaign. I just saw their latest billboard last Tuesday, as me, my sister and cousin were walking the streets of Alabang.

Executive Optical is actually my go to optical shop for the following important reasons:

• They give the best rates on ordinary lenses (read: affordable). Some charge Php 450,  Php 350, but EO charges Php 250 for the ordinary lens (not the multi-coated ones). I don't use the multi-coated lens anymore because I use contacts almost all the time.
• They have a wide variety of (safe) colored contact lenses. 
• They have my favorite and good saline solution for my contacts (Brand Manufacturer: Sauflon, but my alternative, affordable Plan B is Lens Care) 
• They frequently have discounts and SALE (on contact lenses and eye glasses frames)!

I've always been pretty amused by their campaign about getting our eyes checked and it just so happen that I was also on my way to the nearest EO to get my new contact lens. Last Tuesday, I was able to notice their newest billboard.

Photo Source

Ok I admit. Unlike the netizens who got mad at this campaign for being racist, my thoughts were a little (tee-hee) different.

My thoughts were:

• This happens in real-life, good looking girls prefer "different guys" or exotic as my bff would say. ( Enter Andrew E. rapping to humanap ka ng panget song).
• I did not even notice the cauliflower vs real flowers hidden meaning. (The ad means the other guy gave cauliflower and not real ones due to poor eye sight, so he lost to the one with "glasses").

I've always been in love with Advertising and it's one of my favorite subjects back in college. But this billboard, technically speaking, gives a different meaning because though it's not really about the color of the skin, but the positioning of certain subjects in the poster. 

Billboards, like posters, are meant to give instant messages in a few seconds because they are made to be "passed by". People do not have the time to stop, think and analyze what is the real meaning of the ad. Since majority of individuals, especially now, are more visual and color-associated, it's no wonder that they took notice of the difference of the color of the skin, rather than the message about not-getting-the-real-flowers-due-to-poor-eyesight. 

And because of the influence of media, globalization and exposure to western culture and skin whitening products, the subject of color/race/mix will always be sensitive to us. 

Just my two cents.