(MultiCultClassics credits ESPN’s C’MON MAN! for sparking this new, semi-regular blog series.)
AdFreak examined the evolving venture from former CP+B honcho Alex Bogusky. According to reporter Brian Morrissey, Common is an effort to “spark a consumer revolution,” and it’s “nothing less than a roadmap for reinventing capitalism.” Bogusky’s brainstorm is committed to “rapidly prototyping many progressive businesses that unleash creativity to solve social problems.” In a roughly hour-long presentation that can be viewed online, Bogusky and his cohorts projected slides trumpeting beliefs like, “Creative people must play a part in inventing the new capitalism,” and “From competitive advantage to collaborative advantage.” Plus, they unveiled the Common mission statement: “Design a capitalism that spreads love and prosperity to all stakeholders.” Another slide read, “Common purpose, common goals, common means, and common values. A common brand to encompass products, businesses, and ideas of the common community.” The final image spotlighted the Common logo and identified the group as “The New Industrialists.”
What. Ever.
Forget the potential copyright infringement lawsuit that may be filed by recording artist-actor Common.
It’s too early to predict what this pipe dream will potentially produce. But at first blush, the community leaders appear to be predominately White—which is so common of the industry that spawned the enterprise. Additionally, it’s a safe bet that the initial list of “social problems” to be solved does not include diversity on Madison Avenue. This is probably just as well, given that whenever the most creative people in our business collaborate to tackle the rampant exclusivity, the progressive answer always involves inventing a minority youth outreach program. And based on past events, Bogusky is incapable of moving beyond the clichés to deliver transformative thinking in this area.
It’s a shame. Bogusky seems to have undergone a spiritual rebirth, suddenly rejecting the injustices he’s witnessed and even co-authored over the years. Yet will he denounce the greatest crime in the history of Madison Avenue, or continue to ignore the White elephant in the room?
Right now, The New Industrialists bear an uncanny resemblance to The Old Segregationists.
C’MON WHITE MAN!
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