O2 home services ad on the metro: colonial past or back to the future?

Jacqueline is in the foreground of one of the subway advertising posters for the home services company O2. She looks happy and even has "gap teeth," the gap between her white front teeth called a diastema. Below, we see Jacqueline vacuuming, and the message is optimistic: "Entrusting your cleaning to Jacqueline is opening the door to smiles."

Certainly, and behind Jacqueline, the little family is happy too. Young father and young mother with their little girl in their arms. All is for the best in the best of all possible worlds. The little family is white and, oh yes, Jacqueline is black. One could have imagined the opposite, as with this joke where a couple of white servants wash the dishes while humming "Under the Bridges of Paris" . "Ah, these white people, " the master of the house says to his wife, "what a sense of rhythm..." With O2, it is not so much the colonial past that returns, one fears that it is perhaps a return to the future.