Friday, February 19, 2016

13085: NASCAR’s Slow Start.

MultiCultClassics wondered about NASCAR’s peculiar decision to award its advertising duties to Ogilvy, especially given the racing sport’s desire to lure a more diverse audience. After all, Ogilvy can’t even deal with diversity in its own offices. So it’s no surprise that the first NASCAR commercial from the White advertising agency presents a predominately Caucasian cast. Looks like OgilvyCulture wasn’t in the driver’s seat for this ride. Or maybe NASCAR’s goal to attract diverse fans really meant wooing White women. If that’s the case, the commercial is a rousing success.


Anonymous said...

Mystery of why there's never anybody of color at Cannes solved. Or confirmed, since we all kind of knew why there are so few minorities.

The Cannes Lions IPO is out. and reveals that it's mostly a self-reinforcing circle jerk. It's funded by rich players, who become rich by promoting themselves at the event they fund.

The IPO shows that "industry players suggest speaking slots and pay all speaker fees," and "eminent creatives who donate their time free of cost" to act as judges. There aren't a lot of minority agencies, or minority agency staff, who can fund thousands and thousands of countless Euros when they're stuck eating crumbs and working on tiny leftover accounts.

It becomes a self-defeating prophecy. Because they can't afford to get to Cannes they don't get Cannes Awards, and because they don't get Cannes Awards they can't get anything other than crumbs that don't afford them much of anything.

Anonymous said...

Wonder no more. Here's how Ogilvy does it.

They wave the David (agency in Miami) flag and say that's where their deep multicultural expertise comes from.

They leave out the part where David is chock full of white Brazilians negligibly living in Miami, but mostly there in an H-1B visa trade masterminded by WPP.

They're certainly not there to actually contribute to or understand minority life in the US, or hire anyone black. As soon as the brand signs up Ogilvy and the ink is dry on the contract, it's back to all white business as usual.