Black man playing Chocolate Dream in Dutch TV Commercial

Talking about stereotypes. This is a commercial of a desert called ChocoDreams, with Dutch Television host John Williams playing the “Choco” character. The commercial was aired in 2009.

In the commercial a white lady, while eating the desert, fantasises about black John Williams. She hears her white husband talking, but pictures Williams. Suddenly on the couch her husbands asks her: “what are you thinking about?” Awakened from her chocolate dream, she replies: “something nice.”

When she sits between the John Williams double, a voice says: “Mona also has very small ChocoDreams. Small, but two times more intense.“

It’s very clear that black men are pictured as candy and as exotic. I wonder why a successful black television host felt he had to play a stereotype character in a chocolate desert commercial.

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