I believe that marketing can be a force for good. It can change the conversations we have in our homes and society at large. We can create more inclusive spaces and reach a wider audience with the right campaigns. But allyship in advertising can just as easily fall into ‘woke’ washing and performative pieces that provide value to no one. Today, I’m going to discuss two ad campaigns that have popped up in June 2021. One was a beautiful, subtle campaign that I will praise highly. The other sadly falls flat on its face. Let’s get into it.
The Good
The first ad campaign is from the job site Indeed. It stars actor River Gallo, who uses they/them pronouns in their everyday life as they prepare for a job interview. Gallo’s character is shown choosing outfits and reading up on interview tips for trans and non-binary interviewees. In the next scene, Gallo arrives at the interview noticeably nervous. The interviewer, however, puts them at ease by stating their name and saying they use “the pronouns he/him,” and “Are you comfortable sharing how you’d like to be addressed?” Gallo looks relieved, smiles and says, “Thank you for asking, I use they/them pronouns,”. The interview then continues.
This short, 51-second ad, tells its story without flashiness. The conversation between interviewer and interviewee shows just how easy it is for anyone to make others feel comfortable with a simple question. Pronouns don’t have to be a big thing. We all use them in everyday conversation. Asking for them is that simple aspect that can change a person’s day for the better. In the case of an important job interview, it could change their life. Indeed nails this community marketing, but it is important to point out that it is a true success and not woke washing.
Indeed actually has been named a top workplace for LGBTQ equality and they have other campaigns in support of the LGBTQ+ community, including a soundtrack of Empathy created by MIKA! for pride month. If you would like to watch the original ad, check out Indeed’s Youtube video here.
The Bad
On the other end of the spectrum, we have an awful example of performative publicising from Marks & Spencers. They have added a wider range of skin tone colours to their underwear selection in a bid to address diversity issues in its range. While it’s great to see more inclusion for people of colour, this campaign falls flat on its face for insensitivity and sheer stupidity. The ad is primarily photo ads, billboards and some social videos. One video includes many of the models in shots and M&S staff discussing the project includes an interview with Laura Charles the lingerie director. They state that “the horrific death of George Floyd and the global conversation on race, equality and unconscious bias really spurred us on to go harder and faster” on creating a wider range of colours.
The reason why I find these ads so abhorrent is for two main reasons.
Firstly, George Floyd did not just die, he was murdered. Language matters here, because by saying death it absolves the responsibility of the state in his murder. And more importantly, his murder should not be used to market products. It’s a gross misuse of his life and his unfortunate legacy to flog some panties.
Secondly, it took the murder of a black man on the other side of the Atlantic to get M&S to provide women of colour with adequate underwear. M&S have been selling their famous underwear since the 1920s and over a hundred years later, they finally start to add different shades. They should not have a pat on their back for something they should have already been doing. Even if we take into consideration the social norms of the time (which were disgraceful and remain so today), M&S should have done this at least 10 years ago.
This is probably one of the most obvious examples of ‘woke’ washing I have ever seen. See a video ad with the statement here on Youtube.
Be A Better Ally
What do you think of these two ads? Do you agree with my analysis? Let me know in the comments or on social media. If you are interested in creating advertising campaigns that are ethical and create better allyship between you, your company, customers and the wider world, get in touch. I practice what I preach and focus on reliable, research-driven ethical marketing campaigns for all my clients.