Orbit presents a global, multicultural campaign in the laziest way possible, integrating Ashton Kutcher, Cristián de la Fuente and Damon Wayans Jr. delivering identical performances in the same set. Why is Kutcher chewing with a woman who isn’t Mila Kunis? And why is Wayans Jr. depicting an interracial romance?
In 2015 "Total Market" means add some brown actors, an actress who could be Asian or Latin (purposely could go either way), and hand the reins over to an entirely white team behind the scenes.
ReplyDeleteThen you celebrate diversity success, convince other brands to jump on the Total Market bandwagon, and watch as ethnic participation in ad agencies shrinks from 1% to 0.5%.