Dennis Chew’s Heartfelt Blow‑up Over the “Brownface” Ad
When the Singaporean celeb‑actor‑turned‑DJ Dennis Chew posted a heartfelt apology on Instagram the night of August 7, it felt a bit like a pop‑up pizza delivery: quick, unexpected, and almost a little awkward. The issue? A commercial for an e‑payment service that, in a choppy attempt at caricature, turned a Chinese actor into four distinct figures — a Malay woman rocking a tudung, an Indian man with a “too‑dark‑skin‑so‑black” makeover, a white character, and the original Chew himself. The result? Many viewers felt the ad crossed the fine line from playful to rude.
Chew’s Instagram Confession
- “I’ve been holding back my thoughts for days,” Chew confessed at 7 pm.
- He admitted, “I couldn’t undo what’s done, and it’s a shame I’ve let anyone down.”
- He ended with a pledge: “From this forward, I’ll set higher standards for myself and treat everyone — family, friends, colleagues, and all of you — with more respect.”
That one‑liner felt more sincere than a steamy corporate press release, and it certainly hit the sweet spot for anyone who’d worn a “security blanket” in such an award‑scarred scenario.
The Rainbow of Backlash
Once the ad was circulated on social media, the spike in voices was epic:
- Mynah Magazine’s Ruby Thiagarajan blasted the ad on July 26, calling it a “brownface” 2019 fiasco.
- Local YouTubers Preeti & Subhas Nair tackled the same spot in a rap video riddled with profanity, but the clip was soon pulled after a police report.
- Even the e‑payment company Nets and CreativityGiant Havas Worldwide Singapore stepped up with apologies.
Minister Shanmugam’s “Line‑Crossed” Warning
K. Shanmugam was quick to denounce the Nair siblings’ rap, stating:
“Using four‑letter words and attacking a race in public is simply unacceptable,” he said. We can’t ignore that racism has deep roots in the very soil we share as a harmonious community. We must use the tools we have to dispel it, not fan it!
What the Community Wants
In the aftermath, a huge chorus of people asked for improved standards, greater sensitivity, and a C‑level promise of better brand practices from advertisers and agencies alike. Even the ink on the original ad has been marked with new lessons.
Feel the Pulse:
- “Apologies from the top, but is it enough?”
- “We should celebrate diversity, not tone‑down or distort it.”
- “The whole situation—good, bad, learning—reminds us that culture is fluid yet fearless.”
By the 48‑hour mark, check out this Instagram story link filled with all the raw copies and comments.
Ultimately, the reminder stands: our nation belongs to every backdrop. Who knows? Maybe Dennis can finally use his “DJ” skills to remix and uplift truly inclusive narratives. Those banners of difference are on a different track now!
