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Super Bowl Advertisers Aim Not to Offend

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This image provided by GoDaddy shows a portion of the company's television ad that was scheduled to run during Super Bowl XLIX, before the company decided to pull the ad late Tuesday, Jan. 27, 2015. GoDaddy decided not to run the ad so as not to offend dog lovers. (AP Photo/GoDaddy)

This image provided by GoDaddy shows a portion of the company’s television ad that was scheduled to run during Super Bowl XLIX, before the company decided to pull the ad late Tuesday, Jan. 27, 2015. GoDaddy decided not to run the ad so as not to offend dog lovers. (AP Photo/GoDaddy)

MAE ANDERSON, AP Business Writer

NEW YORK (AP) — Super Bowl advertisers are being careful not to offend.

GoDaddy decided not to run an ad that showed a dog being sold online so as not to offend dog lovers. The Victoria’s Secret angels are fully clothed in its teaser spot, at least, although they reveal more in their actual Super Bowl ad. And an anti-domestic abuse commercial will have a high profile-spot during the game after a year of domestic violence scandals in the NFL.

Advertisers have to find a balance between grabbing people’s attention and not going too far to shock or offend a broad base of more than 110 million viewers. They want to be sure to make the estimated $4.5 million they’re spending for a 30-second Super Bowl ad worth it. This year, that seems to mean erring on the side of caution.

“Companies are being more prudent,” said MediaPost columnist Barbara LIppert. “It’s also a very weird atmosphere with all the coverage about deflated balls and domestic abuse. Maybe advertisers want to be a little more careful in that climate.”

It’s a far cry from the dot.com commercial attempts in 2000, when an E(asterisk)Trade ad showed a monkey in a garage and touted the fact that the company had just wasted $2 million dollars, but MediaPost’s Lippert says it makes sense to be restrained.

Even GoDaddy, which made its name with racy Super Bowl spots since it began advertising 11 years ago, has been moving away from being edgy; last year one of its Super Bowl ads focused on a woman running a small business.

This year, they promised a warm and fuzzy ad featuring a puppy, spoofing a Budweiser ad from last year that also featured a puppy. But the twist at the end of GoDaddy’s spot showed the puppy was being sold online via a web site created with Godaddy.com. After it debuted early, a social media storm erupted, with pet lovers finding the ad offensive. GoDaddy said late Tuesday it wouldn’t air the ad.

“At the end of the day, our purpose at GoDaddy is to help small businesses around the world build a successful online presence,” said CEO Blake Irving. “We underestimated the emotional response.” GoDaddy says it has another ad it plans to run.

Wix.com, which helps people build web sites, has taken a lesson from GoDaddy. Instead of debuting as a Super Bowl advertiser with a racy spot like GoDaddy did when it was a new advertiser, Wix.com went for non-edgy laughs with an ad that shows retired football players coming up with funny fictional businesses. Brett Favre, for instance, invents a charcuteries business called “Favre and Carve”).

Other companies appear to be playing it safer too by not focusing so much on bare skin and sophomoric humor. A Victoria’s Secret 90-second teaser ad showed supermodels fully dressed as football players. The actual Super Bowl ad shows the models dressed in Victoria’s Secret lingerie, though.

And the NFL is airing a public service announcement from NoMore, a coalition of anti-domestic abuse organizations. The ad depicts a chilling 911 call from a battered woman to demonstrate the terror of domestic abuse.

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Arts and Culture

IN MEMORIAM: Oakland Dance Legend Reginald Ray-Savage, 67

Savage lived his life as tribute to the teachers who had shared their wisdom on art and life with him. With a palpably genuine enthusiasm and desire to bring out the best in people, and pass the torch to the next generation, he poured into his students, as his teachers and mentors had into him. His infectious energy, love of life, and generosity of spirit inspired countless souls, both inside and outside the dance studio.

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Reginald Ray-Savage brought the old-school teaching techniques he learned in the Katherine Dunham Dance Company to the youth at the Oakland School for the Arts in 2003. Courtesy photo.
Reginald Ray-Savage brought the old-school teaching techniques he learned in the Katherine Dunham Dance Company to the youth at the Oakland School for the Arts in 2003. Courtesy photo.

Special to The Post

Reginald Ray-Savage – dancer, choreographer, and beloved teacher, mentor, and inspiration to many – passed away on May 17. The Oakland School for the Arts dance instructor was 67.

Born Reginald Ray, Jr. in St. Louis, Missouri, on Sept. 5, 1958, he formally adopted the name ‘Savage,’ to honor the great Archie Savage, his mentor at Katherine Dunham’s Performing Arts Training Center where his dance training journey began in East St. Louis, Illinois.

He soon started dancing professionally with Katherine Dunham Dance Company, making dance a way of life. His grit, tenacity, and notorious work ethic brought him scholarships to train at multiple prestigious dance institutions, including The Ailey School (NYC) and Ruth Page School of Dance (Chicago), under the direction of acclaimed ballet instructor Larry Long and Dolores Lipinski-Long.

He danced with several companies including Joel Hall Dance Company, Ruth Page Ballet Chicago, Lyric Opera, Chicago City Ballet, American Festival Ballet, and touring productions of “Music Man” and “A Chorus Line”.

In 1989, Savage moved to Oakland where he started teaching seven days a week, amassing a devoted following that was attracted to his no-nonsense, impassioned, and effective old-school teaching style.

In 1992, at the insistence of his committed core of students, he founded Savage Jazz Dance Company (SJDC). Over a span of 30 years, Savage produced more than 100 original works, and tour SJDC nationally and internationally, performing at Casa del Jazz in Rome to a packed house and rave reviews—the first dance company to receive such an invitation.

Savage built SJDC into one of the Bay Area’s most respected dance companies, creating a signature style known for its combination of disciplined training, blended with rich artistic musical expression, and raw energy.

In 2003, Savage joined the Oakland School for the Arts as chair of the School of Dance. Over the next two decades, he created, built, and maintained a strong dance program, recognized, and respected by other dance institutions for forging well-trained and resilient dancers and human beings.

The depth of Savage’s tough love and care, and the skill of his teaching and mentoring are reflected in the careers of his students who have gone on to dance with the San Francisco Ballet, Martha Graham Dance Company, Mark Morris Dance Group, Janet Jackson, Ariana Grande, and companies across the globe.

Savage lived his life as tribute to the teachers who had shared their wisdom on art and life with him. With a palpably genuine enthusiasm and desire to bring out the best in people, and pass the torch to the next generation, he poured into his students, as his teachers and mentors had into him. His infectious energy, love of life, and generosity of spirit inspired countless souls, both inside and outside the dance studio.

Mark Kitaoka, a photographer hired by Savage in 2016, posted a living eulogy on the dance instructor.

“When I see the self-pride he builds in his students I am constantly impressed that people like Savage still exist in our ‘meme’ society,” Kitaoka wrote. “The kids he mentors are fiercely loyal to one another and I’m certain his methods teach each of those kids to put aside social status, race and gender and is replaced by solid loyalty for other souls.

“What Savage contributes to our world cannot be completely summed up in a few meager paragraphs but can be seen in the countless lives of those he has touched. Because of him, our world, and the world of the future is both a richer and better place.

Reginald Ray-Savage will forever be missed, remembered, and lovingly quoted. He is survived by his beloved wife, Alison Hurley, his sister, Sonia, and his brothers, Pierre, and Andre. May his inextinguishable spirit and impact live on in all the lives he touched.

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Oakland Post: Week of June 17 – 23, 2026

The printed Weekly Edition of the Oakland Post: Week of June 17 – 23, 2026

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Books

Book Review: Something We Said: Richard Pryor, A Notorious Word, and Me

Though sticks and stones and words are weapons, as in the new memoir, “Something We Said” by Elizabeth Stordeur Pryor, they can also hold people together.

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By Terri Schlichenmeyer

Author: Elizabeth Stordeur Pryor, Copyright: c.2026, Publisher: Simon & Schuster, SRP: $29.00, Page Count: 304 pages

Sticks and stones may break my bones.

You know the rest of that childhood rhyme, and you know it’s not true: words have meaning, and they can cut like a knife. And yet, though sticks and stones and words are weapons, as in the new memoir, “Something We Said” by Elizabeth Stordeur Pryor, they can also hold people together.

The college lecture was supposed to have been about the 1850 Fugitive Slave Act.

It was supposed to be a lively discussion, but unintentionally it quickly veered off course. When a White student quoted a movie line featuring the “n-word,” the room went quiet, and Professor Elizabeth Stordeur Pryor panicked.

She’d grown up hearing that word, and seeing it, and she’d experienced the painful feelings attached to it. She knew who wrote that movie line. It was her father, Richard Pryor.

In her first few years, Pryor spent most of her time in a White world, hearing her mother’s tales of her larger-than-life father, and trying to grasp meaning in her father’s albums, peppered as they were with a word that was off-limits to her.

When she was six, she met her father for the first time. She began to visit him regularly.

It was fun at her Dad’s house; though he was sometimes moody, he taught her to fish and play dominoes. She became close with her siblings, fearful of her great-grandmother, and confused about a word that her father’s uncles threw around like a beach ball. It was a forbidden word at her mother’s house, but her father used it. Differently. Often.

The word hurt. She knew first-hand that it did.

“The word became a degrading slur that shackled all Black people together into a single, inescapable tribe,” she says.

So why was it okay for certain people to say it?

Knowing that, in the years since Richard Pryor’s accident and his death from multiple sclerosis, he’s become somewhat of a legend. It is a very satisfying thing, isn’t it? So is reading about him, especially from the viewpoint of one of his seven children. But his is not the only story you get inside “Something We Said.”

Wrapped around the life of Richard Pryor is the life of a word that straddles a line between danger and provocation, a word that author Elizabeth Stordeur Pryor refuses to say or even print. As she tells readers about her father and her loving-but-difficult relationship with him, she warily circles that word, as if it might bite. You may cringe, but she weighs it carefully, helping readers see it as a chameleon before always bringing us back to her father, his work, and his life before and after her and that word.

It’s a push-pull balance that holds readers fast, and keeps them there. It’s perfect for fans of this genre, or Richard Pryor, or of language – and it’s going to make you think. If you want a good memoir this week, one that may send you to your old album collection, “Something We Said” is rock-solid.

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