Weekly
Digest
#21
Doubling Down on Diversity
Heineken is the latest brand under fire for producing an ad with racist undertones. Before that, there was Dove and the always unforgettable Pepsi ad. Every time there’s a controversy like this, it begs the question: why is this still such a problem in 2018?
When evaluating their work, creatives often ask themselves, “have we created an ad that speaks to consumers or are we talking to ourselves?” What they’re referring to here is the echo chamber that can form when you fill the room with like-minded individuals. The problem amplifies when you consider that it’s the experts at the top of the food chain making the final decisions. Usually, they’re the most prone to groupthink and perspectives that lack diversity.
Without considering the opinions of many, you only represent a few. So inclusion inherently requires listening to ideas from everyone. A fantastic idea…but it only works if there’s diversity in the room. In 1978, only 5% of the advertising workforce was black/Hispanic and in 2014, it was still only 5.8% among the African American population. Add to that the fact that audience demographics have shifted more than in the industry creating for them.
There are also some complicated psychodynamics that go into making sure everyone’s opinion is heard that extend beyond having a diverse room. So in addition to allowing space for those voices, there still has to be an industry-wide, top-down shift in thinking and an openness to new and different ideas in order for the needle to move.
Certainly instances of self-awareness and activity demonstrate progress. Agencies and brands have gone so far as to add diversity clauses to their briefs or make quantifiable commitments to equal representation. So while we still have a long way to go - in both advertising and the ad industry at large - every step forward is a move in the right direction.
Branded Art
Will Ferrell and Joel McHale recently starred in a short video to promote the Hammer Museum’s "Stories of Almost Everyone" exhibition. Besides being funny and engaging, the collaboration is indicative of a larger trend in advertising. We’ve seen similar work from rag & bone, who brought in heavyweights like Benjamin Millepied to create a beautiful piece of cinematography, and Kate Spade, who introduced TV series-like videos, also featuring an all-star lineup.
In the age of ad blockers and audience fatigue, advertisers need to be savvy about reaching viewers, which is why they’ve turned to branded short films. We’ve heard over and over that attention spans are shrinking but perhaps it’s less about that and more about creating captivating content. Despite being longer-form than traditional ads, branded short films succeed because they serve up content people genuinely want to watch.
Meanwhile, influencer marketing has reached a peak. That’s not to say we think it’s going anywhere anytime soon, but short films are definitely the next wave and they work on so many levels. The videos are art packaged as ads ensuring people are more inclined to watch and less likely to skip through. Branded videos use cinematic tools, like compelling story arcs and targeted casting, to essentially "outsmart" traditional ads while remaining a marketing tool. They even have their own award show, a testament to the power of the medium.
While this new vehicle can sound sneaky, in the end, it’s a win for everyone. If brands can bring us better content (often starring our favorite actors or comedians) while getting their message across, then we’re all for it. Bring on the branded short films.
Photo credits: Søren Astrup Jørgensen(top post) and Liam Seskis (bottom post)
ADVERTISINGAgencyartCONTENTDATADigitaldiversityFacebookfilmmarketingvideos