Home Depot Apologizes for Racist Tweet

Home Depot racist tweet
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NEW YORK -- Home improvement maker Home Depot (HD) on Thursday apologized for a tweet that showed a picture of two African-American drummers with a person in a gorilla mask in between them and asked: "Which drummer is not like the others?"

The tweet, from Home Depot's official Twitter account, @HomeDepot, was part of a "College Gameday" college football promotion on ESPN. It was quickly pulled, but not before people took screen shots of it and it was widely circulated on social media. NBC and CNBC, among others, reported on the Tweet.

Home Depot said Friday that it has fired the person and outside agency that was responsible for the tweet, but didn't disclose their names.

"We have zero tolerance for anything so stupid and offensive," said Stephen Holmes, spokesman for the Atlanta-based company.

Holmes said the company is "closely" reviewing its social media procedures to determine "how this could have happened, and how to ensure it never happens again."

Allen Adamson, managing director of branding firm Landor Associates, said the tweet is "the worst possible message Home Depot can send out ... even if it gets attributed to stupidity."

"In a Twitter world where everyone can see everything instantly I think you'll see more rather than less of this because people tweet before they think," Adamson said.

Home Depot isn't the first company to get in trouble for offensive tweets. In September, AT&T (T) apologized for a Twitter message that commemorated the Sept. 11 attacks because of complaints the company was using the event to promote itself.

And KitchenAid (WHR) faced backlash in 2012 when one of its employees mistakenly posted a tweet about President Barack Obama's grandmother death on the official KitchenAid Twitter account.


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Chief

Ya know when ever I see the word Depot I still Think dee pot

November 16 2013 at 10:46 PM Report abuse rate up rate down Reply
obamaw0rstpres

What is racist here? Today we have blacks looking to be offended.

November 16 2013 at 7:34 PM Report abuse rate up rate down Reply
caps4uhy

Home Depot is a CRAP STORE ----They should really look into Lowes, now theres a store
there than that its a picture big deal

November 16 2013 at 5:14 PM Report abuse rate up rate down Reply
mail hound

If this is supposed to be So-o-o-o-o offensive, why did the two black guys agree to pose for it? Apparently it didn't offend THEM. Maybe they have thicker skin than the people who saw this and were offended.

November 16 2013 at 3:31 PM Report abuse rate up rate down Reply
1 reply to mail hound's comment
ROD

Right on, by the way MONEY is the reason, not racist if they get paid enough

November 16 2013 at 9:27 PM Report abuse rate up rate down Reply
QUEEN CLEOPATRA

I AM SICK OF THIS POLITICAL CORRECTNESS. DON'T APOLIGIZIE. WE ARE STILL A COUNTRY OF FREEDOM OF SPEECH. I AM HEADING TO YOUR STORE TO SHOP RIGHT NOW.

November 16 2013 at 11:23 AM Report abuse rate up rate down Reply
Dave

Well, just thank god that CNBC and NBC got a hold of this in time to turn it over to the proper authorities. I\'m sure that by the time it gets filtered down to the No. 1 (authority) blowhard, \"I can make something out of nothing\" on this planet, Al Sharpton, we can have a 74 person protest at a Home Depot near you!

November 14 2013 at 4:12 AM Report abuse rate up rate down Reply
captainjaneway26

this tweet make me want to shop at the home depot even more

November 14 2013 at 2:10 AM Report abuse rate up rate down Reply
octamundo

Is that Spike Lee on the Right?

November 14 2013 at 12:29 AM Report abuse rate up rate down Reply
1 reply to octamundo's comment
Dave

Hell no....thats, \"Ringo Lee\"

November 14 2013 at 4:12 AM Report abuse -1 rate up rate down Reply
Luvucats

What if one of the black drummers was white? There would have been no problem!

November 13 2013 at 9:35 PM Report abuse rate up rate down Reply
reinventex101

So, Moochelle was offended? What?

November 13 2013 at 8:55 PM Report abuse rate up rate down Reply