The Ivy orders cultural review over ‘ignorant’ ad

By Finn Scott-Delany

- Last updated on GMT

The Ivy orders cultural review over ‘ignorant’ Ivy Asia ad

Related tags: Ivy Collection, Racism, Advertising

The Ivy Collection has promised to review the concept, culture, and all internal and external processes of its Ivy Asia off-shoot, after being heavily criticised for a 'culturally insensitive' advert.

In a statement The Ivy Asia, which is owned by Richard Caring’s Caprice Holdings restaurant group, said it had a 'complete ignorance of understanding' and promised to educate itself to ensure it '100% doesn’t happen again'.

The now-deleted video ad for The Ivy Asia Chelsea showed women dressed as geishas struggling to get into a rickshaw being pulled by an elderly Asian man. It tips over and they are saved by a martial arts-type figure labelled 'the hero', who uses superhuman strength to propel them to the restaurant.

Once there they struggle to get through the doors with bags of shopping. They then fall through the doors and are stared at by other customers.

Food writer Jay Rayner described it​ as 'premeditated racist stereotyping'.

The Ivy Asia said: “We would like to sincerely apologise for the offence caused by our marketing video. It was wrong. It was done naively and it was totally inappropriate and culturally insensitive.

“We had a complete ignorance of understanding.”

The statement added: “We need to educate ourselves and we are already looking to engage the relevant bodies to review concept, culture, and all internal and external processes.

“We must learn lessons and move forward in a totally new and appropriate way.”

Related topics: Business & Legislation, Restaurant

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