The ad was aired in Japan on Saturday and received complaints almost immediately on social media.
The commercial shows two Japanese men in ANA uniform discussing how they might boost the image of the airline.
One of them says: "Let's change the image of Japanese people."
"Sure," replies the other, who is now wearing a blonde wig and a long rubber nose.
Blond hair, blue eyes and big noses are features associated with Western countries and are ones that are said to be admired by many Japanese.
There seems to be a mixed response, with some people offended and others not at all.
Apparently Japanese airline ANA's ad is racist and offensive: http://t.co/cLqkoDWFac - I wasn't offended, but it's a crap ad.
— SpongeNB (@spongenb) January 21, 2014
http://t.co/qzcfKvIDqz I don't get it, how is this racist??
— saya (@sayaaa331) January 21, 2014
Public: Your TV ads are racist. ANA: We are sorry. Thank you for calling. [hangs up, waits for call from “real” customer.]
— JKen (@jkentokyo) January 20, 2014
I am ashamed and shocked about #ANA CM. I will do my choice and stop flying an racist airline!
— Sibylle Ito (@sibylleito) January 20, 2014
Oh dear. @ANA_travel_info's new ad is a bit on the racist side: http://t.co/cdxtJzq4yP
— Kaoru (@blossom_kaoru) January 19, 2014
@ANA_travel_info Sorry, but I think this ad is seriously racist. If this was done to Japanese overseas, I'm sure you'd feel like I do.
— Rohan Gillett (@around_tokyo) January 18, 2014
Anyone else just see that arguably racist #ANA commercial?
— Brian in Fukuoka (@MyTwoYen) January 18, 2014
An ANA spokesperson replied to the complaints by saying; "We have received opinions different from the message that we wished to convey," he said.
"We will modify part of the advertisement and will release the second version soon."
