As part of Frito Lay's '#JoyFULLYBlack' initiative, the iconic snack food brand has teamed up with media company Revolt to launch 'The Block,' a video-based campaign designed to shed light on Black joy.
The campaign features a longer-form video ad that was written, directed, photographed, and executed by an all-Black team, including Grammy-award-winning artist H.E.R, who provides voiceover commentary throughout the piece. The ad's story follows a brother and sister duo as they stroll through their neighborhood, interacting with their neighbors and friends. According to the video's creators, The Block aims to offer a visual representation of the joy-filled moments that permeate the Black community.
“The Block is about [celebrating] Black Joy in its most real and authentic moments. This project connected with who I am as a creator: one who strives to celebrate diversity, spread light, and uplift spirits through authentic imagery,” said Nyki Elle, the campaign's screenwriter.
Image Credit: Frito-Lay
Key Themes Behind This Trend
- Black Joy Marketing
- Companies are shifting their marketing efforts to focus on celebrating Black joy with authentic representation and diverse creators.
- All Black Creative Teams
- Collaborations with all Black creative teams are becoming more common in media and advertising, providing opportunities for diverse storytelling and perspectives.
- Community-centered Campaigns
- Campaigns centered around community, such as Frito Lay's 'The Block,' are becoming more prevalent and impactful in marketing.
Where This Applies
- Media and Advertising
- The media and advertising industry has the opportunity to adapt to the changing landscape by prioritizing representation, diversity, and community-focused campaigns.
- Food and Beverage
- The food and beverage industry can benefit from centering their marketing efforts around themes of Black joy and community relationships, especially through partnerships with diverse creators.
- Entertainment
- The entertainment industry can take part in promoting Black joy by supporting and featuring all Black creative teams in their productions and projects, creating more authentic and diverse storytelling.
