Apologies in advance, as this might come out the wrong way.
There’s an effort getting a fair amount of positive publicity via trade journals and ad blogs that warrants an alternative reaction. In November 2008, former Arnold copywriter Erik Proulx founded a blog and job-search site for unemployed ad peeps called “Please Feed the Animals.” And now Proulx is unveiling a documentary titled “Lemonade,” presenting the stories of 15 ex-creative directors and ex-account directors.
Based on the trailer, the film looks overly dramatic and self-absorbed. After all, the ad industry is hardly unique in experiencing dramatic workforce reductions. Plus, spotlighting a dude undergoing a sex change seems like a stereotypical adman’s tactic of injecting shock value to gain attention. The basic concept isn’t even original, as ex-JWT creative director Michael Gates Gill already turned his layoff into a new career with the best-selling memoir, “How Starbucks Saved My Life.”
Regardless, the thing that’s really disturbing about the “Lemonade” trailer is the absence of minorities. The film appears to be a series of White men whining about losing their big-salaried jobs, interrupted by a couple of White women.
There’s no doubt that Proulx’s heart is in the right place. Yet “Lemonade” might struggle to gain sympathy, admiration or respect by inadvertently depicting a White men’s club with a history of greed, selfishness and exclusivity.
6 comments:
I wish you weren't right about the caucasian-fest that that Lemonade, but the sad fact is that it is a reflection of the advertising industry. Especially the creative department of advertising industries. Not to mention women, who are also poorly represented both in the film and the field.
As for your assertion that the film sensationalizes things, well, I guess that's subjective. I put a call for stories out on Please Feed The Animals, and those were the most interesting replies.
I'm just trying to tell the stories of people who are doing inspirational things in unemployment, hoping that, in the end, mine might be one of them.
Regards,
Erik Proulx
Writer, Producer
Lemonade
Hey, Erik.
FYI, revised the ending of the essay.
Again, your efforts are appreciated. But is it possible that your “call for stories” also reflected another diversity dilemma in the industry? That is, finding minorities requires more aggressive and deliberate recruiting versus presuming “if you build it, they will come.” The minorities in the industry have not been immune to the downsizing—especially in the minority agencies. There are definitely plenty of stories out there. You just have to dig a little harder.
ERIC has good intentions. But like he said the reflection of the creatives in the advertising industry does not paint a good picture. Hes telling "his" story though about unemployment, and doing a great job. Nothing to be ashamed of here. Why should diversity be his problem, for most whites thats not their issue.
Which is sad, but at the same time minorities need to get on their grind and stop hiding. If your pissed off; then make a movie, boycott, make a site, doing something don't b*&$h and whine why things aren't fare, and why his stuff is popping off and your's isn't. Go at ur ECDs and CD's and ask them why isn't our creative staff diverse.
Eric does have a advantage of being white, and not being blackballed for voicing his concerns etc, but he took drastic steps in a short period of time to get his voice heard. And believe me he's being heard. He's made a site, and is making a movie.
Imagine if all the black creatives unemployed and employed put their heads together and said screw this were not taking this anymore and did something radical. Instead of the hiding, and using diversity fairs and diversity award shows as their forum to vent their frustrations among themselves. Vent to ur Tiffany Warren's vent to Julius Dunn, and Cyrus Mehri. Send them letters, make youtube videos, etc. Embarass people etc.
Will Eric be the next diversity pioneer? Probably not. Hes done more in 1 year to get "his" voice/his issues heard than most minorities have done in the past decade.
This is just a suggestion but maybe ERIC can add a diversity spot on his site, featuring the best minority creative talent to spice up the caucasian fest "lemonade".
Anonymous,
It could certainly be argued that diversity is a bigger issue than the unemployment stories Eric is presenting. After all, the topic has generated conversations and actions from the 4As, AAF, ANA and more – although the sincerity and effectiveness of those efforts are debatable.
The contention that diversity is an issue exclusive to minorities is a lingering part of the global problem. Honestly, your apparent position crystallizes and exposes things quite clearly. For non-minorities to “hide” from the problem – and essentially blame it on minorities – only perpetuates matters, no?
No one expects Erik to become the next diversity pioneer. He’s not qualified or interested in the role.
Thanks for the comments.
The fact that it took Erik less than 1 year to get a site and movie made for his cause, speeks volumes on the sucky/poor job minorities are doing to get their own voices heard. Seriously what are the 4As, AAF, ANA really doing?! Has progress really been made on the diversity front.--no
Where actually going in reverse. The goals of these organizations should be to increase minority employment and foster better agency awareness of how great a diverse can be. All those organizations do is promote pointless internships, but not the actual hiring.
From watching "Lemonade" I almost forgot were in a recession if white people are f$#ked and can't find jobs, u imagine what black people feel like for decades.
Nobody is hiring. Almost every agency is in a hiring freeze.
I agree that diversity is a bigger issue than the unemployment stories Eric is presenting. At least all those white guys had stories about being "employed", most minorities can't even get their foot in the door.
While its cool to see white people telling the stories of people who are doing inspirational things they've been doing since in unemployment, for once I would like to see a documentary on the racism and bigotry that black folks and minorities have to go through on a daily basis in today's advertising industry.-- that would be inspirational.
black art director,
Have a few random responses to your comments:
• A lot of your perspectives are valid and shared, but it seems unproductive to diss minority efforts to be heard.
• Technically, the ADCOLOR® Awards are intended to tell the positive stories of diversity in the industry à la Erik’s documentary. Granted, we could debate the true value of that endeavor too.
• Don’t mean to devalue Erik’s efforts, but are his accomplishments really more significant than the diversity accomplishments – minor as they may seem? For example, has the job-seeker site helped anyone more than any other job site (TalentZoo, Creative Hotlist, etc.)? In some ways, introducing a job site during one of the worst job markets in recent memory – with a sea of existing job sites – is the equivalent of introducing another minority awards show or inner-city intern program to solve the diversity problems. Plus, Erik is not facing the same resistance. Who will stop him from creating blogs, sites and films? No need to. The good feelings and community fellowship he’s generating are definitely commendable and worthy of praise. But unless he intends to create a union or take on the corrupt politics that allow hard-working people to lose their jobs while Old School Management continues to enjoy their undeserved salaries and perks, Erik will not face any resistance whatsoever. It’s really not right to compare and contrast the efforts.
• Unfortunately, no one’s going to bankroll a production to expose the racism and bigotry. You’ll have to find your own financial supporters for that one. Hell, Hadji Williams had to self-publish his exposé.
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