# Ethnic Skinvertising Love Jozi Campaign Showcases Shades of Skin Color By Cowbag | Published 2009-01-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/racial-shades-advertising-love-jozi-campaign References: [lovejozi.co.za](http://www.lovejozi.co.za/range10/donderdag.asp) I love this advert for South Africa-based [clothing line](https://www.trendhunter.com/trends/adidas-originals-new-campaign) 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](https://www.trendhunter.com/trends/engineered-for-whatever) that instantly catches your intention without being offensive. Being too [politically correct](https://www.trendhunter.com/trends/legitimate-you) 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. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 4% | Activity: 39% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Expressive Haircare Campaigns](https://www.trendhunter.com/trends/play-in-color.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Satirical Skincare Campaigns](https://www.trendhunter.com/trends/skin-obsessed.md) - [Diversity-Promoting Beauty Campaigns](https://www.trendhunter.com/trends/diversitypromoting.md) - [Beauty Corporate Diversity Ads](https://www.trendhunter.com/trends/so-many-dicks.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md)