Australian sportswear company Skins has set out to provoke conversation on what it takes to be great in sport with “Beyond Reason”, a TV advert in which African American athletes talk about their natural prowess.
“We’re faster, we got more skill, got the stamina. Superior athletes. You know when it comes to the physicality of a sport, the African Americans have the advantage. It just comes naturally to us. You got to look at our ancestry. We were born warriors. Natural instinct. It’s like a killer mentality. If you look at the way a black male is built, more muscle, stronger, If you want to be like us….”
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There is some doubt as to whether the Beyond Reason ad will be allowed on television screens in the UK and USA. The statements from the video come through as racist, inflammatory and needlessly provocative. Many who have seen the ad online remark on how offensive the ad would be if it was a group of white men and women saying the same things.
Beyond Reason was developed for Skins at The Furnace, Sydney, by creative director Rob Martin Murphy, art director Paul Fenton, agency producer John Lamble.
Filming was shot by director Jess Bluck via Revolver, Sydney, and Biscuit, Los Angeles, with executive producer Michael Ritchie and director of photography Wyatt Troy. Editor was Stewart Reeves at Guillotine, Sydney. Post production was done at Animal Logic, Sydney. Colourist was Ben Eagleton at Bean Colour, Sydney. Music was arranged at Nylon Studios, Sydney.