Analyzing four "We Like Black People" corporate ads.
(click ads for closer looks)
All four ads were scanned from the July issue of Black Enterprise. First, I must mention that if you're looking for daily coverage of minority/GLBT ad abuses, visit the authority: MultiCultClassics. Now, to the hyperbole.
Top Left—Bank of America, where every one of their customers is a Bank of American. The headline may read "Diversity & Inclusion," but the image says "black person behind bars." Maybe you bozos should have been a little less concerned about working your stupid American flag-like logo into the layout, and a little more concerned with conveying some compassion, like you at least attempted to do with this cutesy black girl stock photo ad. The 108 words of copy couldn't be any more generic or say less.
Top Right—Diversity has a mascot...and he's hungry for flesh of any color. Again, MGM, this is a chance for you to really be inspiring and inclusionary and all you can think of showing is your icon. On the plus side, at least you have a Website setup and didn't include any pointless, pandering copy. On the minus side, you've been running the same ad for years.
Bottom Left—Again with the logo as hero, American Airlines. Well, at least you didn't put "Diversity" in the headline—which about 95% of these ads do—though it's right there bolded in the subhead. But reading the copy, at least American has a reason other than hollow self-promotion for running this ad in Black Enterprise—they're actually recruiting minority-owned suppliers.
Bottom Right—Oh Kellogg's, did you hold a high school contest to come up with this ad? Do you know what's even more self-aggrandizing than using your logo as the visual? Using one of your products. The "Key Ingredient" is Disingenuousness.
previous Diversity-related ads: TimeWarner hires white mobsters, white SuperHeroes, and everybody in between; JW Marriott—hip without the hop. related: AdAge's White Christmas.