Yesterday, on the ride home on the Staten Island ferry, I couldn’t help rejoicing the add I saw.

Finally on Staten Island

Yes! There is  Golden Krust finally on Staten Island, Right on Victory Boulevard where all the West Indian and African people do their chill at.  FInding a good good West Indian restaurant on the Island is an adventure in itself but now we have a Golden Krust.

But As I’m rejoicing about this ad I’m looking at, I scan down to see this photo right here on the same ad.

Huh?

That is pretty much my initial reaction.  A West indian food spot using a cheesy image of some white folk to market to the ferry audience. Perhaps they are marketing the ad to white to people because you already have Black people once they see the logo and Staten is distinctively predominantly White in population but inevitably, this is an advertising fail.  The photo does not particularly say anything like “welcome” but more “entirely cheesy.”  That is the kind of photo that I associate with the phrase “come on down!”  Also it’s almost self-defeating to market to caucasians to come to a location where they are scarcely at despite that there is no crime in that particular area during business hours.  I particularly feel that the entirety of the ad would’ve worked with an even more diverse photo (and no, I’m not talking about the channel ABC diverse where as you stick ONE Black or Latino person the mix and call it a day) and that would’ve made an overall more welcoming ad.  But the advertising industry fails at thinking this way so poor marketing still continues.