I must say that after looking at the Heineken Ad, it’s clear they missed the mark, which Heineken agrees! don’t think it was done with malicious intent or that Heineken was looking for an opportunity to create controversy! I really think there is a big percentage of the world that’s represented within Ad agencies – that have no clue or do not care to understand that varying perspectives exist in the world besides their own. Even though this is what communications and advertising is all about – getting to understand others so you can communicate with them. The trouble here is, if you are still in 2018 only seeing the world through the dominant culture’s perspective then the way you communicate will consistently include mishaps like this with Heineken and Pepsi! (Watch the Ad)
A person who tweets this “They were definitely not addressing race.. people really out here making something out of nothing. Y’all need to find better ways to spend your time lol,” represents someone not asked to prove they belong on a daily basis in this world! So as far as they are concerned the dominant culture’s preoperative is always right and there is no need for questioning! This brings up another point – so many brands consolidated their advertising spend to one agency and asked their general market agency to hire more diversely, to replace their Hispanic or African-American Agencies. This does not solve the problem. No matter how talented you are… if your views and creative expressions are outliers in any agency that you are the minority in then it’s hard to get buy in on your reality of the world.
I suggest you ask and LISTEN to people who do not share your opinion and whose everyday life is different from yours! Too many brands miss the mark and fail when it comes to advertising to diverse markets or including diversity that’s respectful in advertising. I look forward to hearing other opinions on this topic! Reach me at firstname.lastname@example.org (www.vivo360inc.com)