23rd August is observed every year as International Day for the Remembrance of Slave Trade and Abolition. Needless to say, this day holds great significance to all communities that have been subjected to slavery and bonded labor- especially the black community. It’s no secret that blacks have traditionally been subjected to human rights violations of the worst kind and, therefore, it’s time that the world got up and took cognizance of the historical wrongs that have been perpetuated against this community for ages. And in doing so, the marketing fraternity can play an instrumental role.
So, here are 5 wonderful commercials that did a great deal to promote racial equality and urged putting an end to racial discrimination of all sorts. Please note that while we know that racial discrimination hasn’t been restricted to against the black community, it’s understandable that they continue to struggle against it even until this day and age. So, please don’t be startled in case you don’t find commercials focusing on communities other than the blacks.
So, without any further ado, let’s get on to it!
1. NBA: The Truth is #BlackLivesMatter
The NBA released an emotional 60-second commercial in the wake of George Floyd’s killing at the hands of four Minneapolis police officers and the subsequent #BlackLivesMatter movement.
The ad combined footage and images of players voicing their concerns and opinions at protests that took place throughout the United States. The advert rightfully raises the demand for justice and equality for the black community despite both these tenets being deeply enshrined within the American Constitution.
The video ends with the message, "Because the truth is Black Lives Matter", and we couldn’t agree more with this!
2. Procter & Gamble: The Talk
This hard-hitting commercial features a mother brushing her daughter’s hair and saying, “It’s not a compliment.”
As we start wondering what she’s talking about, we begin to see other black mothers educating their children about racism and judgment that they would have to encounter going forward. Towards the end of the ad, it is revealed that the daughter who appeared at the beginning of the ad was ‘complimented’ with the remark “beautiful for a back girl”. Her mother tells her not to accept it as a compliment and concludes, “You are beautiful, period!”
The commercial doesn’t beat around the bush. Instead, it exposes the closed-door conversations that black mothers need to have with their children to keep them out of harm’s way and protect them from racism. By bringing these conversations to light, P&G aims to end the need for such discussions and make society much more inclusive than it is currently.
3. YouTube: Bear Witness, Take Action
This 2020 commercial by YouTube sought to bring the audience’s attention to the pressing issues of racial injustice and systemic discrimination in the USA. Released during a time when the Black Lives Matter movement was probably at its peak, the ad beautifully underscored YouTube's commitment to using its massive platform for positive change.
The powerful commercial relied on a brilliant combination of imagery and sound captured from the Black Lives Movement protesters to create a great impact on the viewers as it showcased the names of a number of black victims of racial inequality and discrimination in the country. Also, it sought to highlight issues like slavery, white privilege, mass incarcerations, systemic racism, and the need for police reforms.
The ad finally invites viewers to an event whose objective was to bring together creators, activists, educators, and artists for a conversation about race in America in support of the Equal Justice Initiative.
4. Disney: Speaking Up Because Black Lives Matter
Disney released a sweet yet powerful 30-second spot in 2020 to show its support for the Black Lives Matter movement
The ad can be encapsulated as the different phases that a black goes through from listening and learning to healing after the initial abuse. Disney further encourages its audience to join the conversation and make a positive impact by speaking out against racism and discrimination. This resonates strongly, especially given the ad's release during a period of global awakening to systemic racial injustices.
5. Nike: For Once, Just Don’t Do It
Nike has always been at the forefront of combatting racial discrimination and inequality. But while its 2018 commercial featuring Colin Kaepernick was a well-planned ad campaign, the 2020 ad was somewhat of an appeal to exhort consumers and companies to stand together in the fight against racism.
The powerful 60-second spot appeals to viewers to stop pretending for once that everything within the US society is okay. It also urges them to not turn their backs on racism and to stop thinking that they can’t do anything to change the current system. Instead, the advert ends with the message “Let’s all be part of the system.”
Wrapping Up
And that was a warp of some of the best commercials that I have seen online as far as racial inequality and discrimination are concerned. Racial inequality is so deeply rooted that everyone needs to come together to fight this menace. And brands can be the pioneers in driving this positive change.
We’ll be back with more awesome videos. Until then, stay tuned!