Multiculturalism in Advertisement

Adobe – “When I See Black”

Adobe has always prided itself on being a tool for creators, and this 2020 advertisement focuses on the next generation of Black creators and how they see themselves.

“What happens when I see Black?” “I see strength.” Esther Luntadila, Crystal Kayiza, Temi Coker, Barry Yusufu, Devin Wesley, Aurélia Durand, Shani Crowe, Yannis GuiBinga, Asia Hall, Lawrence Agyei, Ismail Zaidy, and Joshua Kissi are among the twelve Black creators featured in the advertisement. Over the soundtrack of Gregory Porter’s “Revival,” each responds to the prompt. What is the power conclusion? “It’s impossible to paint black creativity in a single stroke.”

Anne Lewnes, executive vice president and chief marketing officer at Adobe, says in a statement, “Seeing creators like yourself, especially for this next generation, is absolutely critical.” We are proud to be celebrating the world’s vibrant spectrum of creativity, because we all benefit when more perspectives are shared.”

Fenty Beauty – “Beauty for All” 

Rihanna’s brand, Fenty, has become synonymous with authentic inclusive marketing, built on the premise that every woman is beautiful and deserves to feel included. Fenty Beauty launched 40 foundation shades in 2017, which has since grown to 50. According to Chaédria LaBouvier of Allure, Fenty Beauty’s plethora of foundation colours is “a statement that women of colour deserve complex options.”

“It’s important to me that every woman feels included in this brand,” Rihanna said. When this campaign went viral, it sparked a movement known as “The Fenty Effect,” which encourages brands to challenge the status quo in advertising.

Adidas “Here to Create”

“I’m calling on all creatives.” The Adidas commercial cuts to a roundtable discussion of well-known and diverse celebrities, including Pharrell Williams, Aaron Rodgers, Lionel Messi, Von Miller, and many others.

“I believe we’re all trying to make a mark.” In this example of an advertising campaign, Adidas literally brings masters of their craft to the table to discuss the interplay of creativity and diversity. “We’re all creators, linked by a shared mindset.” It has nothing to do with borders, gender, or race. “We’re here to make things.” And it is this mindset that Adidas has successfully tapped into with this digital marketing campaign – the mindset that unites people across industries, gender, race, politics, and sexual orientation, age and ability.