It was supposed to be her big break after winning the Israeli version of “Big Brother.” In March, Ethiopian-born model Tahounia Rubel was chosen to appear in a new ad for the April Cosmetics chain. She was to appear alongside blonde model Esti Ginzburg, who has been the chain’s public face for years. However, when she arrived on set, Rubel soon realized her role would be less promising than expected.
Artistic directors at the Zarmon DDB ad agency described what would happen in the ad: Ginzburg lies on a chaise longue, the wind ruffling her light colored hair. But there’s a twist: She has a maid, or a friend, who is black and polishing Ginzburg’s toenails. Judging by the ad’s closing words – “Set your beauty free” – it appears that whoever produced the ad intended that the hints of slavery would create a furor that would only advance the media exposure.
