On Sunday, fiscal conservatives the world over freaked out when France elected its Socialist candidate for president, Francois Hollande, and ousted the incumbent Nicolas Sarkozy. While I am interested in the shifts this upset will cause in world affairs, I am more interested in the following campaign advertisement for Hollande, discovered by Pitchfork and brought to my attention by a friend.
If you were wondering what I thought “Obama could never do,” it’s release a campaign video like this one. I mean, Obama invited Jay-Z to his 50th birthday bash and Fox News headlined its coverage, “Obama’s Hip-Hop BBQ Didn’t Create Jobs.” But because Hollande, a white man, does not have to worry about his electorate remembering that he is a Black man, he can explicitly reach out to French voters of color by featuring them in a campaign ad backed by the Jay-Z and Kanye West track “Niggas in Paris.” Umcensored.
Slate calls the ad “unlikely”; Pitchfork calls it “confusing” and “strange.” Neither seem to analyze it beyond the pun “That shit Creil,” where Creil is the name if a city shown a few times in the ad that is pronounced like Kanye’s “cray.” But this ad is amazing to me for so many reasons that neither publication seems willing to explore.
First, the title of the song. Hollande’s commercial literally depicts “Niggas in Paris,” even as it totally recontextualizes the subjects of the song. In the original, Ye and Jay are high-rolling American Black men partying in an idealized Paris. Jay raps, “If you escaped what I escaped, you’d be in Paris getting fucked up, too.” But in Hollande’s ad, these niggas in Paris aren’t high-rollers and they’re in their own country. In fact, the video is explicitly concerned with portraying people of color as French citizens, with constructing the French voting citizenry as a racially and culturally diverse body. Much of the ad consists of a multiracial cohort of people holding out their voter cards and smiling wildly. One of the first shots is of a woman in hijab, a symbol of Muslim religious practice that has become controversial in much of right-leaning Europe. (In fact, full face veils are actually illegal in France.) There are also a lot of shots of Hollande speaking enthusiastically to folks who do or don’t look like him. Indeed, Hollande’s advertisement suggests that the people it depicts are more than “niggas in Paris,” that is, outsiders to be labelled in a place that does not belong to them: instead, they are French citizens with the power to shape their country’s future through voting.
A comment on Slate claims this ad was created by supporters, not by Hollande’s campaign itself. I don’t know. I wish Melissa Harris-Perry was here to talk about the construction of citizenship. But it’s all good. This video still rocks my political socks. What do you guys think?