Tibet, Groupon, & Calamari Curry
February 8, 2011
You may fool all the people some of the time, you can even fool some of the people all of the time, but you cannot fool all of the people all the time.
~Phineas T. Barnum
I felt compelled to write about your troubling Superbowl XLV ad which used the plight of Tibetans to convince consumers to buy Groupon certificates. In case you missed the airing, actor Timothy Hutton ended his somber monologue about how Tibet’s “very culture is in jeopardy.” He then suddenly chirped in that Tibetans “still whip up an amazing fish curry,” touting how his friends and he thankfully saved money at a Chicago Himalayan restaurant via Groupon. As you may know, Tibet has been threatened with societal extinction at the hands of an oppressive Chinese government. So, peddling your product at the expense of tyrranized victims of a revered culture seemed, at best, perversely odd.
Your multimillion dollar half minute was undeniably directed at furthering Groupon’s brand and generating Groupon profits and not aimed at altruism. An attempt to garner marketing attention and revenue from a beleaguered people’s struggle seems exploitative—a disrespectful quip demeaning the gravity of Tibetan misery.
I embrace humour noir, but this was over the line. Genocide is no joke.
While it appears that empathy rarely emanates from your Chicago Ave boardroom, it has seemed reasonable to expect some remorse. But, no genuine apologies are in the offing. The only words uttered were a feckless, fork-tongued defense (a/k/a publicity statement). And nowhere to be found is a solitary “I’m sorry” from corporate. Just self-justifying tripe focused on quelling Groupon losses.
No matter how and when spun, making light of cultural, religious and ethnic persecution for gain is both chilling and disgraceful. Equally deplorable were Groupon’s lame, hastily organized post airing efforts to contort this crass “show me the money” profiteering into donating to a mission-driven cause. You padded a hasty retreat driven solely by the palpable fear of losing customers. Nice try, Andrew.
On to the culinary content of the Tibetan fish curry ad which was likewise thoughtless. FYI, Tibetans do not eat fish for the most part. To many locals, eating fish is as abhorrent as pork is to Muslims and beef is to Hindus. Besides the obvious fact that Tibet is a mountainous, landlocked country, the absence of fish on tables there exists for several reasons. Some Tibetans practice water burial in lakes, and so eating fish is considered synonymous with dining on the dead. Fish are also regarded as the incarnation of the revered god of water and thus remain sacred. Tibetans detest gossip, and as fish do not have noticeable tongues, they cannot gossip. So, fish are rewarded for their silence by not becoming part of the Tibetan diet.
The disdain for Groupon’s brand name that resulted from your ads seems predictable. The negative online aftermath urging a mass “unsubscription” also comes as no surprise. Who knows how conscientious shop owners may respond.
A Lay Cook
P.S. Groupon’s after the fact public ploy to show social conscience through savethemoney.org has already ceased. That non-profit “humanistic” site has already closed and now simply redirects to Groupon’s profit making center. A vital effort to save Groupon’s most precious natural resource: money.
CALAMARI WITH RED CURRY & COCONUT MILK
3 T peanut oil
1/2 medium yellow onion, peeled and finely chopped
1 jalapeño pepper, stemmed, seeded and minced
1 T peeled and grated fresh ginger
3 plump fresh garlic cloves, peeled and minced
1 1/2 T red curry paste
2 t ground coriander
Freshly ground black pepper
1 14-oz can coconut milk
1 1/2 C chicken broth
1 T light brown sugar
1 T fresh lime juice
Pinch of sea salt
2 lbs calamari, (bodies and tentacles), cleaned, bodies cut into 1″ slices
Freshly grated lime zest
Fresh mint leaves, chopped
Fresh cilantro leaves, chopped
Heat peanut oil in a large skillet or Dutch oven over medium heat. Add onion, and sauté until translucent, about 5 minutes. Add jalapeño pepper, ginger, garlic, curry paste, coriander and pepper and cook over medium heat another 3-4 minutes. Then, add coconut milk, broth, brown sugar, lime juice, and salt. Bring to a gentle boil, reduce heat, and simmer 5 minutes.
Add calamari to curry sauce, and cook over medium high heat until calamari is opaque, about 2 minutes. Plate and garnish with lime zest, mint and cilantro.