Several companies dropped ad agency Richards Group after the founder referred to a proposed Motel 6 ad as “too Black.” Stan Richards, the firm’s 87-year-old, white founder, also said the ad might alienate the chain’s “white supremacist constituents.” Although the agency created Motel 6’s slogan, “We’ll leave the lights on for you,” the company—along with Cracker Barrel, Home Depot and Keurig Dr Pepper—have ended the relationship. Another customer, The Salvation Army, said it were “deeply concerned” but “encouraged by the fact that Mr. Richards has made an apology.”

The founder made the comments during a Zoom meeting with more than 36 employees and referred to an ad with Black, latinx, and white motel guests. Richards apologized on another Zoom call, and he has been replaced as CEO by Glenn Dady, his planned successor. The company issued a statement on its website, including this quote from Richards:

“If this was a publicly held company, I’d be fired for the comments I made. But we’re not public, so I am firing myself. Our employees, first and foremost, deserve that.”