Free The Bid is a diverted diversity directorial dumpster designed to promote female directors in the advertising industry. A handful of White advertising agencies have pledged to include a female director in all triple bids for commercial projects. Let’s hope the pledge to women is more honest than the routinely broken promises made to true minorities. While it’s a noble initiative, Free The Bid certainly mirrors the diverted diversity drives happening in adland. That is, women have leapfrogged to the front of the discrimination line, while the majority of minority directors will continue to get pooped on, pigeon-holed and paid in crumbs, receiving opportunities confined to commercials of color that ultimately air with limited media budgets. There will be no free-bid rides for the true minorities in the directorial field.