I love this advert for South Africa-based clothing line Love Jozi, they tread the thin race card line that many other clothing companies simply avoid out of fear. The result is a humorous and classy advert that instantly catches your intention without being offensive.
Being too politically correct has been the death of a lot of creativity recently, and I can only hope that examples like this one help this disturbing trend come to an end faster.
Good on them for having the balls to go with this.
Key Themes Behind This Trend
- Inclusive Advertising
- There is a trend towards advertising that celebrates diversity and inclusivity, particularly regarding skin color.
- Humorous Advertising
- There is a trend towards using humor as a means of engaging consumers, and as a way of broaching sensitive or controversial topics.
- Brave Branding
- There is a trend towards brands taking risks with their marketing campaigns, and being less afraid of potentially alienating audiences with bold, memorable advertising.
Where This Applies
- Fashion
- There is an opportunity for fashion brands to promote a more diverse range of models and embrace the beauty of all skin tones in their advertising campaigns.
- Beauty
- There is an opportunity for beauty brands to create makeup and skincare products that cater to a wider range of skin colors and undertones, and to reflect this diversity in their advertising campaigns.
- Media
- There is an opportunity for media companies to tell more diverse stories and feature more diverse characters in their content, and to promote this diversity in their marketing materials.
