Toronto realtor apologizes after offensive billboard is removed from busy intersection
TORONTO – An Etobicoke billboard featuring two real estate agents performing karate chops with the word “COVID” crossed out was removed after numerous people labeled the advertisement as racially deaf.
The Re / Max advertisement was originally placed in a high-traffic area on Royal York Boulevard near Lake Shore Boulevard, where it was discovered by the local chef and founder of Quell, a talent agency focused on diversity in the food and hospitality industries has been.
“I just think everything about it is numb,” Trevor Lui told CTV News Toronto. “My point here is that the use of such ads must be stopped. And I’m tired of reminding people that it has to stop. “
“There are a million ways to advertise and be tasteful. This is not one of them. “
The advertisement shows two non-Asian men in karate poses. The word “COVID” is crossed out between the two men. Below that is “Real Estate Ninjas at Your Service”.
Lui said the advertisement uses “deliberately selected Asian-style fonts” and shows how deaf the whole marketing system is to racist undertones.
“This had to be done by the agent, the marketing team, REMAX Corporate Canada, a graphic designer, a photographer, and a poster owner. So you’re talking about nine layers of systematic deafness.”
A number of other people also used social media to express their disappointment, calling the billboard “offensive” and “awful”.
@realestateheart Your billboard is terrible and offensive.
I am irritated, but most of the time I am tired of so many people like you living with blinders and not doing the job to understand why this is wrong. Your ignorance shows.
Do it better.
(Typo in my 1st tweet: * Consider)
– Pay Chen (@PayChen) October 9, 2020
“The casual racism! The terrible shape! The writings! The random COVID hit there! Decisions have been made, ”said another Twitter user.
Re / Max Integra said in a statement they were unaware of the billboard prior to its construction.
“The news in advertisements is in direct contradiction to our values and belief in equality, inclusivity and access to home ownership for all. As part of a global franchise brand, our next step is to notify the franchise owner these agents are working with as soon as possible, ”the company said.
Broker Michael Majeski, featured on the billboard, said he was surprised to read the responses to his ads, but looking back, he sees “a lot of validity in what people say”.
“I am learning to unlearn a lot of my white privilege so that I can best support our diverse community,” he said in a statement. “I apologize not only for the insensitivity of our billboard advertising and have already worked to remove it immediately. I also apologize to everyone who has felt degraded by our insensitive message. It won’t happen again. “
Majeski went on to say that the other agent on the billboard, Dylan Fieldhouse, was not responsible for the advertisement.
“I am 100 percent responsible for this bad decision.”
The billboard is owned by Outfront Media, and a spokesperson told CTV News Toronto that the advertisement has been removed.
With files from Phil Tsekouras of CTV News Toronto