Rapper Lecrae has boycotted Dove after the popular brand dropped its latest advertisement that has been deemed “racist” by many.
While the 37-year-old musician is currently on his “All Things Work Together” tour, he openly expressed his disapproval over the Dove ad and said he would not spend any more money on its products.
"Not that you need my 2 cents but @dove will never see them again," Lecrae tweeted, although the post has since been removed.
The three-second Dove advertisement posted on its U.S. Facebook page featured a woman of brown skin who removed her brown shirt to reveal a white woman wearing a white shirt, who then took her own shirt off to reveal an Asian woman.
Dove has since issued an apology for the advertisement and took the post down. Taking to Facebook, the company shared its message and took responsibility for “missing the mark.”
"Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused," the company stated. "The feedback that has been shared is important to us and we'll use it to guide us in the future."
In a statement obtained by ABC, the main goal of the Dove advertisement was supposedly centered on diversity. The three-second video featured women of different skin tones, thereby celebrating various ethnicities. Aside from removing their latest campaign, Dove also promised to re-assess their internal processes.
Although some are questioning Lecrae’s decision to boycott the brand due to an advertisement directed towards woman, he previously shared his keenness on speaking out against not only race relations but any form of mistreatment towards any group.
"I don't see this as a black-white issue. In India, the Filipinos are being treated like they are less than human. I'm not focused on race, exactly," he previously told The Washington Post. "If blacks in America are treated equally, I'll move on to the next group”
On the other hand, the black model featured in the controversial Dove ad defended the video, saying that it was far from being a racially offensive clip. As reported by Reuters, Lola Ogunyemi said the stills from the video gave the wrong impression and that there was a longer version, made for TV, which featured more images as well as a slogan that indicated all women are worthy of quality products.
“The screenshots that have taken the media by storm paint a slightly different picture,” she said.