Dove is apologizing following backlash over what many are calling a racially insensitive Facebook ad.

The ad, used to market a soap product, depicts a black woman pulling a brown shirt over her head to reveal a white woman in a beige shirt underneath. A longer video shows a third woman in the ad.

It is unclear what the company is trying to convey in the ad, but the poor optics led to apologies on Facebook and Twitter. In both statements, the company acknowledged that they “missed the mark in thoughtfully representing women of color.”

Despite the apology, some couldn’t help but draw comparisons between portions of the ad and past racist depictions:

Others remembered some of Dove’s previous controversies:

RELATED: Facebook says millions of Americans saw “divisive” election ads placed by Russian interests

Zuri Davis About the author:
Zuri Davis is a media writer for Rare. Follow her on Twitter @RiEleDavis.
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