The annual Cannes Lions International Festival of Creativity has unintentionally unveiled a sinister trend in adland worth examining. Specifically, advertisers and White advertising agencies produce—and win awards for having produced—advertisements presenting progressive, diverse and inclusive perspectives, despite practicing institutionalized cultural cluelessness that stymies progress, diversity and inclusion in their own hallways. The disturbing phenomenon demonstrates hypocrisy of the highest order. Yet the industry rewards offenders with trophies, certifications and honorary titles.
For now, MultiCultClassics introduces a new term: The Divertisement.