Advertisers pull out of 'Jersey Shore' ... sort of

MTV’s Jersey Shore has lost a bit of advertising after concerns were raised over the reality series’ depiction of Italian-Americans. But Domino’s, which decided not to run ads on the show after appearing in one spot on the Dec. 3 premiere episode, says the decision wasn’t due to Italian-American organization UNICO National’s complaints. The pizza chain also says it will continue to buy time on the network, just not specifically on Jersey Shore: “Our third-party media buyer, after reviewing the show, told MTV Friday morning that the content wasn’t right for Domino’s,” a spokesman said. “The request to keep our spots from future episodes took place in the morning, well before we received any complaints or inquiries from anyone. We make our ad buy decisions internally, not due to any outside influences. We have no issue with MTV, and we haven’t pulled our advertising from the network. We just don’t want to be on that particular show.” American Family Insurance also stopped running spots during the controversial show, but for strictly technical reasons, a spokesman said: The company had “a very limited association” with the show, with promos for special safe-teen-driving webisodes running during the premiere, but set to end when the online series ended on Sunday. “The only action we took was to ask them not to run the promos during the Jersey Shore reruns this weekend,” the spokesman said.


Comments (19 total) Add your comment
  • Faze Craze

    I admit I have never seen the show. But I don’t get how a reality show can be criticized for the way it portrays Italian-Americans. Aren’t those Italian-Americans just portraying themselves?

    • Brandi

      Kinda what I was thinking – it’s not a depiction of Italian-Americans, they aren’t being depicted, those are actual Italian-Americans. I’m an Italian-American too, but since I’m not from the NY area, that type is foreign to me. :)

      • darclyte

        I know several Italian-Americans who live in the NY/NJ area, and all but two of the males act or acted very similar to that in their 20s and called themselves “guidos.” Of the 2 that didn’t act that way or refer to themselves as “guidos,” one went to University of Michigan and was VERY smart. The other went to a local art college, and he was gay. As I recall, they didn’t see “guido” as bad, they called each other “paisans”, and themselves “guidos.” The words they used to knock other Italian-Americans were either goombah or gindaloon. I don’t think this show on MTV has used those terms to describe these people.

      • Jay

        It’s all about the editing boys.

    • dgh

      These people have to be coached to act the way they do the can called it reality all they want(don’t they also call The Hills reality?)

      • Richie

        A very lazy comment dgh – watch the show – it’s actually surprisingly ‘unproduced’ – unlike The Hills which is obviously all scripted

  • meepos

    Ya, cause Domino’s is so classy and so representative of Italian-Americans. Sheesh. What nerve.

  • AngieLam18

    As an italian-american living in NJ, and having seen an episode of this show, I will say that it is 100% offensive. Do these guidos and guidettes exist? Yes. And they all converge at the jersey shore. But I would say that they make up maybe 1% of the italian-american population here in NJ. Shows like that make us all look bad. I was mortified watching that one ep, and I don’t plan to tune in again.

  • MoMo

    As an Italian American, I take umbrage with the description of these kids being of the same lineage. They are third generation US born. Their links to the Italian side are very thin.. They are more Jersian than Italian

    • Nadya

      Actually, only one of these tools is from NJ. The rest are from NY.

      • Matt

        At least one of the fools is from RI. But from a section of RI you’d expect him to be from.

  • hugh

    MTV has a way of finding the lowest type of individuals and give them their 15 minutes, with no balance to their cultural/ethnic/religious group. I know quite a number of Blacks(I say Blacks and not African Americans because not all all are Americans, some are Brits and some are West Indians) who were beside themselves with some of the reality shows on MTV, one of them fatures a washed up rapper looking for a wife, I cant recall the name of the show. I suppose they are targeting to an audience that likes that kind of stuff. Cheers

  • Jennie

    Best. Show. Ever.

  • LC

    Real Housewives of ATL are offensive to black women but that’s still on the air and they are just being themselves. I don’t take it personally and I hope the rest of America has enough common sense to know that not all black women are ignorant and ghetto. With that said, Jersey Shore is just for entertainment…enjoy it and watch it or hate it and ignore it.

  • billyc

    flava of love

  • V

    Anyone who has ever been to the Jersey Shore knows first hand that these types of idiots exist. Of course people on reality shows are coached to be outrageous, but that’s not the case here. Why anyone would be worried about what people who are stupid enough to think that all Italians are like these fools think of them?

  • Preston

    This show has more adult content than the typical MTV fare, so I can see why some advertisers are pulling off. Anything with a clean cut, family-driven image is pulling their ads from it. It has a very rebellious overtone to it and they’re not going to apologize for it.

  • Richie

    It’s a look at a legitimate subculture that exists… people are taking it way too seriously. No one is saying all Italian Americans act like that, just like not all rich white women are like the Real Housewives

  • walter

    The thing that bothers me as an Italian-Americans is that [politcla correctness does not apply to us. Hollywood,TV shows would not even thing of offending Jews,African-Americans,Hispanics or most any other groups in any way shape or form..but Italian-Americans are alwasy fair game.

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