Well, not racist, exactly, since there is no such human race (yet) as “Pig Men.” If there were such a race, however, there is no question that Geico’s humorous ads would be regarded as racist and offensive. And in Geico Universe, where Maxwell the Talking Pig resides, there is such a race. Therefore the ads are racist. Right? No?

Hear me out.

This has been bothering me for a while, and I don’t think I am imagining it. If we had, living among us, anthropomorphic swine like Maxwell (first discovered being driven home by a friend’s mother and yelling “Wee wee wee!” all the way), would making not so subtle, demeaning pig references (“when pigs fly” in one commercial, “pig in a blanket” in another) be considered acceptable or civil? Clearly not. Obviously Maxwell is a minority, and obviously sensitive about being a pig. Using “when pigs fly” around him is like intentionally inviting an obese friend to “chew the fat,” or accusing a Native American of being an “Indian giver.” Maxwell gets the intent of the insult in both ads, too: “I can’t believe she said that,” he says after one swine-slur, and “I walked right into that one,” after another.

Geico laid the foundation for Maxwell to be a “harmless” stand-in for harassed minorities that the commercials couldn’t mock without serious consequences in an earlier ad, where his car is stopped by a policeman. The cop asks, “Do you know why I stopped you?” Maxwell suggests profiling. “Because I’m a pig driving a convertible?” Yes, it’s strange. The more I think about it, the stranger and more subversive it seems…

This is ridiculous, I know, but also, I think, sinister. Continue reading →