Sometimes a marketing idea is so terrible that the only logical explanation is that the people behind it meant to do it as part of some ill-advised publicity stunt. Such is the case with Portland radio station KXL.
The station’s marketing team decided it would be a good idea to put up a billboard in the city’s Chinatown neighborhood that read, “We love you long time.”
That seems like a bad idea on its face.
As OBP.org points out
, “It’s taken from the 1987 Stanley Kubrick film ‘Full Metal Jacket,’ where a Vietnamese prostitute solicits an American soldier.”
Neighbors didn’t appreciate it, and now KXL is taking down the billboard. The station issued the following non-apology:
It's a famous quote from an old rap song, we thought it would get attention but in no way meant disrespect to anyone. This was a decision from the Marketing and Programming Department. However, after our News Department came to us and said they believed it to be insensitive, we decided to change the message. That change is in process now.
The “old rap song” they’re referring to is the 2 Live Crew song “Me So Horny,” which, sampled the line from the Kubrick film. The station’s marketers apparently didn’t know that.
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Please tell me this was some sort of shock-jock stunt. Not that it would make it forgivable, but at least it would show that no one who gets paid to work in marketing wouldn’t realize that this would offend many people.