Two schoolgirls, dressed in #hijabs , engage in casual banter in Farsi while packing up their books after class. As they leave the classroom, one of them confidently begins rapping, in #English , along with “Alphabet Aerobics” by Blackalicious as she strides down the school corridor.
The #YouTubeMusic ad, part of a campaign to show the diversity of #music lovers, launched on July 18, the opening day of a Republican National Convention that would ultimately coronate #DonaldTrump as the party leader. “We knew it was a bold statement, but it was also a very important one for us to make,” says Danielle Tiedt, chief marketing officer at #YouTube . “It was what our users expected from us, and it was also the perfect time to represent diversity and to stand up for our core values.” YouTube is far from alone. In the months since, a wide array of major #American brands — including #Microsoft , #Chevrolet , #CoverGirl and #Hyatt — have prominently featured #Muslim men, women and children in their marketing. And they have done so on some of the biggest stages available.
This year’s #SuperBowl , for example, was perhaps the most political ever, with brands like #Airbnb and #CocaCola — which brought back its “It’s Beautiful” ad from 2014 — preaching inclusion. Airbnb’s “We Accept” ad pledge of $4 million to support refugees, a direct rebuke of against President Trump’s immigration executive order. The #Oscars were no different, with Hyatt debuting its new ad campaign, “For a World of Understanding,” in which one of the scenes shows a woman wearing a hijab alerting her fellow train passenger to her fallen scarf.
The brands stop short of saying their ads are deliberately political, choosing to highlight the principles of diversity and inclusion instead. Nonetheless, these are consciously strong statements to make — especially in light of the highly polarized political climate today. “They absolutely intended to speak to the current climate and discussion around the president’s position,” says Chris Allieri, principal of Mulberry & Astor, a public relations and public affairs consultancy. “But it’s neither subversive nor progressive CONTINUE READING 👇👇👇