The new Cadillac commercial featuring Njeri Rionge—including a Behind the Scenes video—sure feels awfully forced and patronizing. Dare greatly? More like fail greatly.
It feels forced and patronizing because it is. That's what happens when nobody black is allowed to be a part of the creative decision making. Even though this is supposedly a "total market" campaign.http://shootonline.com/video/daring-director-doug-liman-makes-oscar-night-splash-cadillac-publicisLook at the people involved. Nobody black called any shots. Most of the decisions were made by Brits, Europeans and white Americans. You're going to see a lot more of these "multi-ethnic in name only" campaigns until somebody points out the obvious, which is that slapping ethnic talent on top of white-driven campaigns is not "total market." It's missing something. Black point of view, for interest.
"for instance" I mean.
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