Pony, the international footwear company, staged a relaunch in 2004 with a series of controversial if puzzling photographs designed by Fred & Farid. Included in the set of print ads was this “Black Jesus”, feet nailed to a cross, set with gold running shoes.
Credits
The Pony relaunch was developed at Goodby Silverstein, San Francisco, by creative director Rich Silverstein, art directors/copywriters Fred & Farid, agency producer Max Fallon, photographer Claude Shade. Fred & Farid, previously working with Marcel, Paris, are now at FFL (Fred Farid Lambert)
Fred & Farid comment:
“Black Jesus is the strongest statement we found for this “Hip-Hop” brand. It’s saying: “Why should God be always represented by a white guy?” In some ways, it’s a very politically correct ad. More shocking than this picture is the fact that most of the churches around the world still have only a white man as the representation of God. It’s also a reflection of the open-minded philosophy of the Brand. It’s even more fair considering the fact that most of the sports gods and hip-hop artists in the teenagers bedrooms are Black. This ad will run everywhere except in the US market. Some Americans are too puritans to be honest”.
I’d love to read the anthem or brand book or whatever drove F&F’s work. I got the runner lighting a smoke off the Olympic torch. Brilliant.
Then there’s this, which to me, is a much weaker message. It’s like the United Colors of Pony.
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