The Legacy of the Infamous ‘Crying Indian’ Anti-Pollution Ad
Since its debut in 1971, the “Crying Indian” anti-pollution ad featuring a man in Native American attire shedding a single tear at the sight of smokestacks and litter taking over a once unblemished landscape has become an indelible piece of TV pop culture. It’s been referenced over the decades since on shows like “The Simpsons” and “South Park” and in internet memes. But now, the Native American advocacy group National Congress of American Indians (NCAI) has been given the rights to the long-parodied public service announcement (PSA) and is retiring it, saying it has always been inappropriate.
The PSA made the late actor Iron Eyes Cody a recognizable face in households nationwide. But to many Native Americans, the ad has been a painful reminder of the enduring stereotypes they face. As Iron Eyes Cody was Italian American but claimed to have Cherokee heritage, he was typecast in over 80 films as a stock Native American character. Most of the time, his character was simply “Indian,” “Indian Chief” or “Indian Joe.”
When it premiered in the 1970s, the ad was a sensation. It led to Iron Eyes Cody filming three follow-up PSAs. He spent more than 25 years making public appearances and visits to schools on behalf of the anti-litter campaign.
Dr. Jennifer J. Folsom, a journalism and media communication professor at Colorado State University and a citizen of the Choctaw Nation of Oklahoma, remembers watching the public service announcement as a child. She noticed how media devoted little coverage to Native American environmental activists, saying, “There’s no agency for that sad so-called Indian guy sitting in a canoe, crying.” Folsom added the ad has done damage to public perception and support for actual Native people doing things to protect the land and protect the environment.
Robert “Tree” Cody, the adopted son of Iron Eyes Cody, said the advertisement had “good intent and good heart” at its core. He remembers going out to Universal Studios, Disney, and other places with his father.
The power of the ad has arguably already faded, as Native and Indigenous youths come of age with a greater consciousness about stereotypes and cultural appropriation. TikTok has plenty of examples of Native people parodying or doing a takedown of the advertisement.
NCAI plans to end the use of the ad and watch for any unauthorized use. It will mean a trusted group can help control the narrative the ad has promoted for over 50 years. The decision to transfer the rights of the ad to NCAI is a welcome move, and will hopefully help create a new era of Native American representation in media.
