How much ‘D&I’ is in most expensive ads with symbolic power?
Michael Stuber
Analyse DEI like a scientist + think like an activist + deliver like a strategist = propelling your DEI impact, benefits and progress (aka Engineering D&I)
A recent survey has shown awareness – globally! – of marketing experts for the need to acknowledge the diversity of markets, e.g. through diverse imagery. Let’s do a reality check at one of the most expensive marketing platforms: The SuperBowl (2 days from now). Ads not only cost in excess of 5 million USD per 30 seconds – they are also widely discussed in the marketing community. And now from a D&I perspective.
Among marketing experts, there seems to be a surprising level of agreement across the globe when it comes to diversity. Collectively, across the countries surveyed, the latest Shutterstock research shows nine in ten of Generation X (91%) and Millennial (92%) marketers believe they are expected to use more diverse representation in their campaigns, and 88% of Generation X and 90% of Millennials believe that this helps the respective brand’s reputation. At the same time, some 90% realise that there is still room for improvement in regards to D&I. (read the full brandnew story here)
Moving from good intentions to professional practice
While quantitative analyses of the advertising reality regarding D&I are scarce, many campaigns are actually discussed publicly. Some for the strong inclusive or bias-breaking statements they make, others for inappropriate sexist imagery, for stereotyping societal groups or fostering biased assumptions. However, there are also positive formats, like AD respect, or anecdotal, case-study type of analyses.
The focus of the marketing community, on the other side, lies on big events of paramount significance. Each year, the ads that run during the SuperBowl are subject to detailed analysis and commentaries – but rarely from a Diversity perspective. That appears to be a missed opportunity, for most brands deliberately leverage the huge attention of the finals to make strong statements or create a buzz about some of their messages. Others, however, will simply deliver the expected mainstream material catering to what they consider to be the mass market – if that still exists at all.
The D&I SuperBowl 2019 Laggers
- The footwear company, Sketchers, for example present a lazy former quarterback, following the male preference to save energy for the next upcoming fight (feet up…)
- The action-loving male stereotype is shown by Planters Mr. Peanut, where an iconic peanut shaped car speeds and jumps across town (more furious than fast)
- Innovative, fast-growing digital start-up Expensify shows a cool black rapper with sexist decoration and a poser car (of course, this is supposed to be a parody…)
- Mercedes-Benz chose rapper Ludacris, who had made quite some controversial headlines around sexist lyrics, to present the new (braggy-shaped) A-class limousine. While the ad itself has not been pre-published, a teaser ad shows the rapper giving out 2 (two!) tickets for the SuperBowl finals to two pupils from a suburban school – both male.
- Beer brand Stella Artois tries to reverse bias by having Sex-and-the-City star ‘Carrie Bradshaw’ ordering beer instead of Cosmopolitan – but the spot goes back to traditional patterns and leaves an artificial aftertaste.
The D&I SuperBowl 2019 Leaders
- Doritos, a snack brand, present not only a new flavour but also add a new colour, pink, and combine this with borderline nostalgic Backstreet Boys sound and guys (yes, cool guys and pink)
- In their short horror story ad, Olay includes a man screaming in a seemingly dangerous situation (we all know it happens, but ads usually don’t show it)
Stronger forms of breaking stereotypes are offered by Toyota and Michelob (beer):
- Toyota celebrates the female football phenomen, Antoinette Harris, the first female football player to receive a college scholarship for a non-kicking position (this is the kind of reminder, a SuperBowl audience needs)
- Likewise, Michelob Ultra Pure manages to have beer be presented by a female protagonist (Zoe Kravitz!) with no sexualised connotation but a fascinatingly quiet, stylish and nature-related message (is there a better way to grasp attention in the middle of wild sports game?)
“From a D&I perspective, subtle bias-breaking elements work best in mass contexts as they do not create resistance from mainstream audiences”, explains Michael Stuber, The Global D&I Engineer, whose research and publications have included Diversity Marketing for the past 20 years. In fact, the advertising campaign that has made some of the strongest D&I headlines in a while, confirms his assessment.
Gillette: when advertising becomes a (controversial) public statement
In addition to Olay mentioned above, another P&G brand has recently launched a strong D&I-focused ad that made headlines for its confrontational message. Gillette, a traditionally male brand with mostly macho-type of advertisement for decades (both before and after it belonged to P&G), has released a spot asking men to reflect their ‘toxic masculinity’ along with related behaviours. While most people welcome the strength of the communication and the proclaimed intention, many have been halting on the simplified, one-sided nature of the message, which appears to stereotype, accuse and corner boys and men. Another question relates to the brand history, values and target group: Is Gillette taking a U-turn to focus on non-traditional male market segments as of now? Despite reports of declining market share that sounds a bit unlikely. Including for another reason: The brand introduced their slogan “The Best a Man Can Get” 30 years ago at the SuperBowl. This year’s anniversary campaign which includes the toxic masculinity statement, is not shown there.
Further Reading
Case study of Weleda and Bic
https://en.diversitymine.eu/diversity-in-marketing-a-gift-or-a-stereotype-trap/
An overview of D&I in marketing, sales and CRM
https://european-diversity.com/why-is-diversity/good-for-marketing-sales/
More than 100 articles about age, disability, LGTB, gender, ethnicity… in marketing
https://en.diversitymine.eu/category/marketing/
The 2019 SuperBowl ads
Our two favourites include: Toyota 'I have never been a big fan of assumption', Michelob 'Beer in its future (organic) form' and Doritos 'hot nachos for cool men in pink and half a rainbow'