Some may accuse this ad of mild racism, but the former Chief Innovation Officer at MDC Partners thinks that the underlying concept is quite charming.

As a white, English man with dreads, I must confess to an immediate empathy with this spot, in which a white office worker from Minnesota speaks in Jamaican patois. No doubt the spot will suffer some tiresome, kneejerk accusations of racism, which is unfortunate because it’s actually quite charming.

The teaser spot is better, to my taste; more of the web, something that Deutsch LA has shown they truly are, repeatedly. Various #fail memestars appear for a web redemption, led up to a hilltop (reference almost certainly intended to the classic 1971 Coca-Cola spot for those of you not in advertising), by Reggae legend Jimmy Cliff for a cheering sing song.

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