# Black Community-Focused Ads A Team of Black Creatives Designed Frito-Lay's 'The Block' Campaign By Niko Pajkovic | Published 2022-01-20 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/joyfullyblack References: [adweek](https://www.adweek.com/brand-marketing/frito-lay-continues-to-amplify-black-creative-voices-with-joyfullyblack-campaign/) & [fritolayjoyfullyblack](https://fritolayjoyfullyblack.com/)  As part of [Frito Lay's](https://www.trendhunter.com/trends/share-more-joy) '#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](https://www.trendhunter.com/trends/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 ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 7% | Activity: 31% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### 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. ## Related on Trend Hunter - [Creator-Celebrating Campaigns](https://www.trendhunter.com/trends/frito-lay-my-joy.md) - [Black Heritage-Inspired Campaigns](https://www.trendhunter.com/trends/black-joy.md) - [AR-Focused Holiday Commercials](https://www.trendhunter.com/trends/share-more-joy.md) - [African American-Inspired Auto Campaigns](https://www.trendhunter.com/trends/What-in-the-Frunk.md) - [Black-Owned Restaurant Campaigns](https://www.trendhunter.com/trends/dig-in-day.md) - [Interactive AR Galleries](https://www.trendhunter.com/trends/happy-by-design.md) - [Farmer-Focused Campaign Ads](https://www.trendhunter.com/trends/lays-super-bowl-ad.md) - [Underrepresented Artist Snack Branding](https://www.trendhunter.com/trends/sunchips-art-seen-packaging.md) - [Uplifting Restaurant Campaigns](https://www.trendhunter.com/trends/pepsi-dig-in.md)