17356: Super Bowl LX Advertising Said Adios To Latinos…?

 

Advertising Age published a lengthy report on how Latino representation in Super Bowl LX advertising waned at a critical time for the segment.

 

In short, Latinos got iced while ICE reigned.

 

Hispanic representation wanes in Super Bowl ads at critical time

 

By Lindsay Rittenhouse

 

Diversity is waning in Super Bowl LX advertising, and noticeably scarce this year is Hispanic representation.

 

Several diversity and inclusion experts interviewed for this story said the lack of Hispanic casting and storylines is particularly disappointing given the Immigration and Customs Enforcement’s targeting of this community, leaving them already feeling isolated and vulnerable.

 

“Latinos in the U.S. are navigating significant injustices in the current political environment, and non-Hispanic allies are increasingly showing up to support and protest alongside the community,” said Myles Worthington, CEO and founder of agency Worthi. “As marketers, knowing there is a massive influx of this audience watching the Super Bowl, it’d simply be poor strategy not to find a specific way to connect.”

 

Rocket Mortgage’s “America Needs Neighbors Like You” is one of the only national Super Bowl ads this year to prominently feature a Latino cast and promote a more earnest message of unity in a sea of in-game creative that leans heavily into humor. In the ad, friendly gestures by members of a Latino family new to the block help ease perceived tension with their new neighbors.

 

Meanwhile, of the 107 celebrities starring in Big Game spots this year, only eight are Hispanic, including Sofía Vergara, starring in Boehringer Ingelheim’s in-game spot; magician David Blaine, who appears in YouTube TV’s spot; and Danny Trejo, who is in Novo Nordisk’s ad. That finding is part of Ad Age’s annual report that evaluates how national advertisers in the game prioritized diversity and inclusion on the screen and behind the cameras.

 

Worthington said seeing so many brands fail to prioritize Hispanic viewers—especially on the biggest night in advertising when so many will tune in to watch the halftime performance of Puerto Rican star Bad Bunny—“is a signal of cultural illiteracy, not prudence.”

 

Missed opportunity to reach Hispanic viewers

 

Lisette Arsuaga, the co-president and co-CEO of DMI Consulting, a strategic marketing firm specializing in diverse segments, and the co-founder of the Alliance for Inclusive and Multicultural Marketing (AIMM), speculated that perhaps brands felt that because Bad Bunny is performing the Apple Music Super Bowl Halftime Show, “the Super Bowl had already taken care of Hispanics.”

 

But that thinking is flawed. “If a white talent were doing the Super Bowl, brands wouldn’t be thinking, ‘Oh, I don’t have to represent whites in my ad because that’s already part of the Super Bowl,’” she said.

 

It’s not clear why exactly the majority of Super Bowl advertisers left this demographic out of their spots. If anything, the highly anticipated Bad Bunny performance should be proof of the power of Hispanic culture and talent, Worthington said, pointing to the fact that a teaser posted to Instagram for his halftime show already reeled in the most likes of any teaser for a halftime performer ever.

 

Many of our interviewees praised the NFL for choosing Bad Bunny and championing diversity while so many brands sat silently on the sidelines. As a result, “the most powerful statement” isn’t going to be made during the commercial breaks but when Bad Bunny takes the stage, said Nicole Simpson, VP of inclusion and impact at Omnicom-owned Rapp.

 

“At a moment when the Latine community is particularly vulnerable, spotlighting the world’s top global artist who is fresh off historic Grammy wins and responsible for over $400 million in economic impact for Puerto Rico, isn’t just smart business,” Simpson said, “it’s a declaration of whose stories deserve center stage and a clear signal that the league sees its future as undeniably global.”

 

Arsuaga also took issue with what she said was a misrepresentation of Hispanic culture in Instacart’s “Bananas” commercial in which the mustachioed duo of Ben Stiller and Benson Boone sing about the grocery delivery platform’s feature that lets customers choose how ripe they want their produce. The ad has drummed up some backlash as some people have interpreted Stiller and Boone’s accents in the spot as faux Hispanic.

 

An Instacart spokesperson stressed that this was not the case in a statement. “The characters are intentionally fictional and stylized, inspired by a specific musical era and genre—not by any real individual, culture or community—and any perceived resemblance in accent, attire or presentation is unintentional.”

 

Rocket’s ad promotes unity

 

There were, of course, some welcome exceptions. Rocket Mortgage continued to champion a storyline promoting inclusion and unity in its in-game spot, “America Needs Neighbors Like You,” as it did during the Super Bowl last year.

 

The spot, created by agency Mirimar, shows a Latino family moving into a seemingly unwelcoming neighborhood, set to the tune of a Lady Gaga rendition of Fred Rogers’ “Won’t You Be My Neighbor.” A storm prompts young girls within a white and Latino family to find friendship and leads to other neighbors putting aside their differences to help each other out.

 

“These diverse characters were very intentional in the scriptwriting process—we wanted to represent America’s diversity and showcase the authentic tensions that exist in neighborhoods,” a Rocket spokesperson said. “We also wanted to show how kindness and neighborliness are a way to overcome our differences, and to remind the country that a simple hello or offer to help those who live next door brings us closer together.”

 

It seems that as other advertisers lean into humor and nostalgia, Rocket Mortgage is one of the few overtly providing a deeper message promoting unity at a time when the U.S. feels increasingly divided.

 

Still, Rocket Chief Marketing Officer Jonathan Mildenhall stressed in a statement that the ad promotes “a civic message not a political message. We want to encourage intentional kindness and neighborliness,” he said.

 

Boehringer Ingelheim’s first-ever Big Game spot, starring actors Octavia Spencer and Vergara, also stands out as a good representation of Hispanic culture, some people said.

 

Kai Wright, an industry strategic adviser and lecturer at Columbia University, uses a five-point system to evaluate ads for inclusivity. The five areas he said he grades an ad to determine if it well represents the community it intends to reach, includes “lexicon,” meaning it “is doing something unique that the community would identify with”; audio cues that resonate with a particular community; strong visuals that captivate the audience; “experience drivers,” meaning the ad is reinforcing some sort of ritual a particular community can get behind; and strong cultural connections.

 

Based on this system, which he calls the LAVEC method, Wright said Boehringer Ingelheim’s spot scored high (an 89 out of 100). The pharmaceutical brand worked with the American Diabetes Association, National Kidney Foundation, WomenHeart and The Mended Hearts on a campaign to showcase the importance of health screenings.

 

Spencer and Vergara appear in the action-packed ad on a mission to help people understand how to manage high blood pressure and Type 2 diabetes. Wright said the actors represent Black and Hispanic women, two groups that are prone to such conditions, and they provide actionable steps to improve their lives.

 

“The ad incorporates community values of advocacy and proactive care,” Wright said. “By reframing ‘silent signals’ as a call to action, it aligns with the tribe’s desire to ‘know their numbers’ and advocate for their own health before it’s too late.”

 

Both actors were good fits for the ad because they share personal and family health histories with these conditions, he added.

 

Boehringer Ingelheim declined to comment.

 

Arsuaga also praised the ad for being one of the only so far to prominently feature a Latina celebrity. She did note, however, that she’d like to see more brands branch out and hire Hispanic talent more under the radar than Vergara, who rose to fame as a lead on the hit sitcom “Modern Family.”

 

“When people think about Hispanic talent, it’s like, Sofía Vergara is your token person,” Arsuaga said. “I don’t want to minimize her because she’s a great actor and is doing great things, but there are a lot of other people that could be used for important talent during these ads.”

17348: On Perceived Brands’ Icy Responses To ICE.

 

Advertising Age published a perspective cautioning brands targeting Latino consumers to not ignore how ICE impacts lives in the segment. In short, the author thinks brands should avoid staying silent and playing it safe when communities face pressures.

 

It’s a debatable proposition, as brands don’t necessarily benefit from taking political stances. Indeed, there are many examples of classic fails when brands publicly advocated for causes.

 

Sure, Archbishop Desmond Tutu declared, “If you are neutral in situations of injustice, you have chosen the side of the oppressor.”

 

But such leaders didn’t have to contend with brand destructors like President Donald J. Trump, the Gaslighter-in-Chief behind ICE.

 

Brand silence is not necessarily siding with oppressors. Rather, it can be a sign of respect, in terms of standing clear of situations where brands have no business, so to speak.

 

Why brand silence isn’t a safe strategy when communities are under pressure

 

By God-is Rivera

 

Every major brand briefing seems to start the same way lately: Hispanic and Latinx consumers are our fastest-growing segment. The data backs it up.

 

Nielsen reports that Hispanic households represent about 14.7% of U.S. households but account for 15% of total consumer spending and 23% of U.S. dollar growth in retail. Their impact is outsized relative to their population size.

 

But there’s a glaring disconnect between how aggressively brands are pursuing Hispanic consumers and how little they’re acknowledging the lived reality of that community.

 

Today, families are navigating fear and instability due to ICE. Cultural identity is being politicized. People are making daily decisions about where to shop, travel, work, or even leave their homes under conditions many marketers have chosen to treat as “off-limits” for brand engagement.

 

You cannot build sustainable growth with a community you refuse to fully see. Here’s how to back your brand with values that resonate:

 

Growth without context is not a strategy

 

When brands say Hispanic consumers are their growth engine while ignoring the pressures shaping their lives, it reveals a dangerous assumption that purchasing power is disconnected from lived experience.

 

Everyone knows the meme-able Jet2holidays audio that became synonymous with travel fails. The brand got in on the joke and leaned in appropriately, engaging with the moment and expanding cultural relevance well beyond its traditional audience.

 

But when the same audio was later used in content depicting immigration enforcement and detainees being transported, Jet2Holidays was abruptly pulled into a far more serious conversation. They were prepared. The company responded quickly, publicly distancing itself from the usage.

 

Brands that pursue growth without understanding how cultural meaning travels, especially in volatile moments, leave themselves vulnerable to being defined by contexts they didn’t plan for. And if they don’t respond to the situation in a timely manner, or ignore it, it can be a recipe for brand-building disaster.

 

Silence is being mistaken for brand safety

 

Many marketers believe the safest move right now is to stand still. Say nothing. Delay campaigns. Shelve anything that might be perceived as risky.

 

But recent examples suggest the opposite.

 

After facing intense backlash over Pride-related merchandise, Target scaled back displays in certain markets, framing the decision as a move to protect employee and customer safety. The reaction among many consumers—particularly younger and multicultural audiences—was swift. For some, the pullback signaled retreat rather than protection. Boycotts and social media protests have cost the retailer.

 

When brands retreat entirely, consumers are far less charitable than brands expect.

 

Hispanic consumers are also more likely to research corporate policies and participate in boycotts based on a brand’s stance, with 51% participating in at least one boycott according to a study by Numerator.

 

Your fastest-growing consumer is also your most attuned

 

Hispanic consumers are deeply attuned to brand values. Further research from Numerator shows 60% of Hispanic shoppers say they would stop buying from brands that don’t reflect their values.

 

Nike has long understood that growth with multicultural audiences requires consistency in beliefs. When the brand has taken public positions aligned with its stated values, it has weathered backlash while maintaining long-term loyalty, particularly among younger, diverse consumers. While not every move has been universally praised, Nike’s audience understands what the brand stands for.

 

That matters deeply to Hispanic consumers. These audiences don’t expect brands to speak on everything. They expect them not to disappear when values are tested.

 

This moment requires cultural readiness, not crisis comms

 

Too many brands are still relying on outdated crisis playbooks. What’s required now is cultural readiness. Your brand needs to understand communities before moments erupt, to know which voices matter, and to make decisions anchored in real values.

 

From its response to global refugee crises to its clear stance against discrimination on the platform, Airbnb has invested in systems, policies, and partnerships that allow it to act quickly when cultural moments arise. These decisions were enabled by groundwork laid well before public pressure mounted.

 

Companies that have invested in this kind of readiness move differently. They respond with clarity because they’ve already done the work of understanding who they are and who they serve. But readiness doesn’t always have to be defensive. It can recognize moments of positive cultural momentum, such as HRC’s #LoveWins, and grow by showing up in ways that feel timely.

 

Growth is a relationship, not an extraction model

 

The Hispanic and Latinx community represents an enormous opportunity, but opportunity is not a one-way transaction. Growth without care is not growth. The brands that will win the future are not the ones that waited for the moment to pass.

 

They recognized a simple truth: When the community is under pressure, business as usual no longer works.

 

God-is Rivera is chief strategy officer at Burrell Communications Group

17330: ICYMI ICE RFI WTF.

 

MediaPost reported ICE issued an RFI for “Big Data & Ad Tech”—although it’s not clear what the hell that means. Here’s the RFI Purpose verbatim:

 

This RFI is seeking market research information to obtain industry feedback from qualified professionals that could provide operational platforms and data services. It is the Government’s intent to select several respondents to this RFI to present a live demonstration of their operational capabilities, platforms and data services that can support the overall need. This RFI does not constitute a solicitation, nor does it commit the Government to issue a solicitation or make an award.

 

It’s also unclear if White advertising agencies and White media firms might respond, especially since so many are touting data and tech capabilities.

 

Plus, would the RFI ultimately lead to an RFP and subsequent pitch?

 

It’s a mysterious scenario. If advertising agencies engage in an account review, will Latino shops be invited to participate?

 

And if ICE doesn’t like an RFI response, would the submitting enterprise be subject to detainment, deportation, and/or deadly force?

 

Finally, President Donald J. Trump might earn a repeat for White Man Of The Year honors.

 

ICE Issues RFI For ‘Ad Tech Compliant’ Data

 

By Wendy Davis

 

Immigration and Customs Enforcement appears to be exploring whether it can harness ad-tech data for investigations, according to a request for information published late last week in the Federal Register.

 

The agency is “gathering information to better understand how the industry’s commercial Big Data and ad tech providers can directly support investigations activities,” the request stated.

 

ICE added that it aims “to understand the current state of Ad Tech compliant and location data services available to federal investigative and operational entities, considering regulatory constraints and privacy expectations of support investigations activities.”

 

ICE didn’t explain what it means by the terms in its request, including the phrase “Ad Tech compliant.”

 

The organization also suggested it’s interested in software capable of handling complex datasets.

 

ICE writes that it is “working with increasing volumes of criminal, civil, and regulatory, administrative documentation from numerous internal and external sources,” and is “assessing the marketplace for ... solutions comparable to large providers of investigative data and legal/risk analytics.”

 

The agency did not respond to MediaPost’s request for comment.

 

ICE says its request is “solely for market research, planning and information gathering purposes and is not to be construed as a commitment by the government to issue a subsequent solicitation.”

 

Nonetheless, the request is “alarming,” says John Davisson, a deputy director at the Electronic Privacy Information Center.

 

“It is a really troubling distillation of the alignment between commercial surveillance and state surveillance that has been growing for a long time now,” he tells MediaPost.

 

ICE already has deals with tech companies that offer information that can be used to identify individuals.

 

Among other examples, the agency has purchased facial recognition technology, and reportedly has tapped Palantir to develop a tool capable of determining home addresses of specific individuals ICE wants to detain and deport.

 

Privacy advocates and some federal lawmakers have long raised concerns about the sale of commercial data to the government, arguing that law enforcement agencies shouldn’t obtain non-public data without first seeking approval from a judge.

 

Last year, the House passed the Fourth Amendment Is Not For Sale Act (HR 4639), which would have required federal law enforcement and intelligence agencies to obtain a court order before buying personal information from data brokers, and also prohibit government agencies from purchasing data obtained through deception or violations of a privacy policy.

 

The Senate has not passed the measure.

 

The ad industry group Network Advertising Initiative supported the bill, as did more than 40 advocacy organizations including the Center for Democracy & Technology, Electronic Frontier Foundation and Free Press.

17302: One Big Beautiful Recruitment Campaign For ICE…?

MediaPost reported ICE will run a $100 million recruitment campaign in the next year.

 

Looks like President Donald J. Trump is out to repeat as White Man Of The Year 2026.

 

ICE Plans $100M Recruitment Campaign

 

By Tanya Gazdik

 

U.S. Immigration and Customs Enforcement officials are planning to spend $100 million over the next year on recruitment. 

 

“A strategy document shared among immigration officials details plans to use influencers and geo-targeted ads to supercharge their push to hire thousands of deportation officers nationwide,” according to an internal document reviewed by The Washington Post. “The spending would help President Donald Trump’s mass-deportation agenda dominate media networks and recruitment channels, including through ads targeting people who have attended UFC fights, listened to patriotic podcasts or shown an interest in guns and tactical gear, according to a 30-page document distributed among officials in this summer detailing ICE’s ‘surge hiring marketing strategy.’”

 

The 30-page strategy “calls for ICE to ‘flood the market’ with recruitment messaging across platforms ranging from Snapchat to conservative-friendly video services like Rumble, while also leaning on an ad-industry tactic known as ‘geofencing’—pushing ads to phones that pass through designated locations,” notes The Daily Beast. “The targeted zones include military bases, NASCAR races, college campuses, and gun and trade shows, the outlet says.”

 

The aggressive recruitment campaign is at a scale never seen before. It is being promoted on social media with calls for recruits willing to perform their “sacred duty” and “defend the homeland” by repelling “foreign invaders.” ICE is working with People Who Think, a Louisiana-based creative agency, which received the contract in August.

 

“The agency is reportedly signing on nearly 10,000 new agents in an effort to meet the demands of President Trump's immigration agenda,” according to PBS. “But some critics are concerned about the recruitment tactics and changes ICE has made to hiring and training standards.”

 

The new hires would more than double the number of deportation officers, from roughly 6,000 to 16,000.

 

The One Big Beautiful Bill Act passed in July included almost $75 billion extra for ICE, making it the highest funded law enforcement agency in the U.S. government, outstripping the FBI, notes PBS. 

 

“DHS spokeswoman Tricia McLaughlin called the recruitment campaign ‘wildly successful’ and ‘under budget and ahead of schedule,’” according to The Latin Times. “She went on to say that ICE has received more than 220,000 job applications in five months and made over 18,000 tentative job offers. More than 85% of new hires had experience in law enforcement, McLaughlin added.”

 

The agency has removed age limits for applicants and has offered signing bonuses of up to $50,000.

17096: Protests, Demonstrations, And Corporate Concerns.

 

As a follow-up to the previous post on how LA-based Latino advertising agencies are responding to the current protests and political proceedings, here’s an example of how White advertising agencies in global holding companies are responding—offering a cultural contrast that also distinguishes independent shops and network firms.

 

The Latino ad agencies proactively provide support to coworkers, clients, and communities, demonstrating concern and delivering caring response to issues directly impacting people.

 

The global holding companies—by virtue of communicating to a broader audience—cover all and any protests, planned protests, and demonstrations via a message from Real Estate & Facilities Operations. If an employee feels adversely affected, they are encouraged to connect with the Employee Assistance Program (or, presumably, relevant ERGs).

 

Of course, the corporation spouts, “Your safety and well-being are our top priorities.” Yet protests and demonstrations are essentially positioned as nuisances posing challenges to getting to the office—that is, it’s a hassle for commuting vs communities.

17094: Protests, Politics & People-Powered Proactivity.

 

Adweek reported on how Los Angeles-based Latino advertising agencies are responding to the current protests and political proceedings, providing support to coworkers, clients, and communities.

 

The engagement likely presents a sharp contrast to the responses of White advertising agencies in LA and beyond.

 

‘This is About Humanity’: How LA’s Hispanic Agencies are Responding to ICE Raids 

 

As fear spreads across Los Angeles, multicultural agencies are offering safety, support, and a message to brands: now is the time to show up

 

By Audrey Kemp

 

Downtown Los Angeles is under curfew as military vehicles rumble down Olympic Boulevard and protests continue across the city.

 

At LA’s ad agencies—particularly those led by and built to serve the Hispanic community—the fear is both intense and deeply personal.

 

Since June 6, when the U.S. Immigration and Customs Enforcement (ICE) launched coordinated raids across LA and into Orange County, dozens of undocumented immigrants have been detained at worksites including warehouses, car washes, and Home Depot parking lots.

 

Meanwhile, hundreds of demonstrators have taken to the streets, protesting what they describe as racially motivated attacks on Hispanic and immigrant communities.

 

In a federal intervention not seen since the 1992 Rodney King riots, National Guard troops have been deployed—without the governor’s request—to support ICE operations. As of Friday morning, June 13, President Trump has maintained temporary control of the National Guard in LA, after an appeals court ruling the night prior. Officials have indicated that the military-backed raids could continue for up to 60 days.

 

“They are us,” said Marina Filipelli, CEO of LA-based creative agency Orci, of those being detained. “They are our neighbors, our friends, and our family members. It’s really close to home.”

 

The situation, she said, has “shaken us to the core.”

 

“This is about humanity,” Filipelli continued. “Everyone deserves, in our country, to be treated with a certain level of respect and with due process.”

 

Here’s how LA’s advertising scene is responding to the situation on the ground. 

 

Addressing staff needs

 

When the raids began, Orci, which was founded by Mexican American immigrants in 1986, immediately addressed staff and offered the option to work remotely, despite the agency’s two-day in-office policy. Those who wanted to come in were invited to an open forum to talk about how they were feeling.

 

“We’ve always heard from people that come from other agencies or other workplaces that when these things happen, [they] feel very alienated when they go to work,” said Filipelli.

 

Acento, another LA-based agency founded by Mexican immigrants, is also allowing employees to work remotely, as many have to cross curfew zones or navigate public transit to get to work. The agency has an internal channel where team members share news and resources, and which offers safe space to connect. 

 

“We enjoy that kind of culture of flexibility, but also mutual support,” said Acento CEO Donnie Broxson.

 

Casanova//McCann, based in Costa Mesa, has remained open, but employees don’t have to come in. While most staff are legal residents or citizens, many still carry paperwork with them daily. 

 

“We’ve continued to remind people: keep your paperwork with you at all times,” said CEO Ingrid Smart. “It’s sad that we have to do that, but better safe than sorry.”

 

Smart, who owns the now-independent agency, which is certified as both minority- and female-owned, said Casanova is offering counseling support, mental wellness perks, and even a sound bath to help staff cope. 

 

“Our vision is to be the most caring agency, and we have to prove that to our employees on a daily basis,” she said.

 

At Relevant+, a Hispanic-owned media agency in LA, staff are being offered fully paid mental health days. The agency also shared know-your-rights guides and immigrant protection resources from trusted organizations, including the Immigrant Defense Project and Informed Immigrant.

 

“We didn’t want anyone to ‘power through’ this moment,” said CEO Jonathan Patton. “We wanted them to feel seen, supported, and held.”

 

Engaging clients and community—and speaking out

 

Acento has been bracing for this moment since Trump returned to the oval office January, Broxson said. 

 

Prior to the raids, the agency had already begun advising clients—including LA Metro, Banner Health, and Pacific Gas & Electric Company (PG&E)—on how to adjust their marketing campaigns to communicate safety and care in light of heightened fear among immigrant communities. 

 

The agency advised clients to adjust in-market messaging to emphasize security and proactively assure people that their brands were supportive to immigrants, and not a risk.

 

“The fear pervades all aspects of your life,” said Broxson. “It impacts your purchase decisions… We had already started adjusting our shopping and purchasing habits based on an uncertain economy and the tariff war. It adds an extra layer.”

 

Other agencies are supporting their communities. Orci, for its part, is matching employee donations to organizations like CHIRLA, which helps detainees and their families. And Casanova//McCann is encouraging staff to use their three paid annual volunteer days now, while also developing a community-focused pro bono initiative.

 

For Relevant+, standing up is about speaking up. The agency underscored its mission to empower the U.S. Hispanic community in a LinkedIn post that emphasized how many of its team members come from immigrant families shaped by sacrifice and that cultural advocacy is core to its identity.

 

“When dignity is on the line, we don’t look away,” the post read. “It’s not about left or right. It’s about human rights.”

 

“This particular wave of ICE raids felt especially cruel,” Patton added. “And what hit even harder was the silence that followed.”

 

Staying resilient

 

While agencies are doing what they can to support their talent in a turbulent situation, they underscored the role brands can play in showing up to support diverse audiences.

 

“This work can’t just exist when it fits a campaign cycle,” Patton said. “If you claim to stand with these communities, that has to mean something when it’s uncomfortable, when it actually costs something.”

 

Filipelli agreed: “To target U.S. Hispanics as an audience, to sell them products and services, but then turn your back on them when they’re being vilified in certain ways… just doesn’t sit quite right with me.”

 

As the protests continue on, all four agency leaders underscored the unique resilience of immigrant communities during times of crisis. 

 

“The immigrant mind is resilient, is strong, is fearless—and we are staying strong for our people and our consumers,” Smart said. “And we’re not going away anytime soon.”

16348: Sleep-Inducing Woke Campaign…?

 

Not too sure about this ACRA campaign from Italy raising awareness for the plights of migrants and refugees, as the victims are depicted in such peaceful states. It doesn’t seem like a dramatic way to wake people up to the injustices.

 

15262: The Paradoxical Perplexities Of Privilege.

Campaign published a perspective from Pereira O’Dell Co-Founder and Creative Chairman PJ Pereira, who appears to have muddled through an ethnic identity crisis similar to the navel-gazing of Procter & Gamble Chief Brand Officer Marc Pritchard. Pereira makes multiple use of the word “privilege” throughout the piece, seemingly oblivious to the advantages he has enjoyed/exploited throughout his career and life. Hey, it’s perplexing, but that’s how White privilege works.

 

The awakening of my immigrance

 

I realized how important it is to claim your identity, so others can see theirs not as a source of weakness, but strength too.

 

By PJ Pereira, co-founder and creative chairman, Pereira O’Dell

 

Representation was an idea I always understood intellectually.

 

I spent more than 10 years on a book trilogy that helped Brazilians of African heritage see themselves as descendants of gods, queens and kings—rather than slaves.

 

It wasn’t until the launch party for the first volume that I got representation at an emotional level.

 

A young girl arrived an hour early, and I stopped to talk to her. She had the book pressed hard against her chest and tears streaming down her face. “I wanted to thank you for what you did for me and my people,” she said.

 

I will never forget both the pride and the deep sadness that hit me right then.

 

I was raised as a white man in Brazil. Representation had never been an issue for me. I was well educated, well nourished and had a natural network and a self-image that projected confidence.

 

Then, just like my ancestors from Lebanon emigrated to Brazil, I moved to America.

 

Suddenly, I wasn’t the white dude set up for success. People had trouble understanding my accent. My manners, “so passionate,” they said, often hurt my credibility. My understanding of the language, combined with a serious hearing problem, made it so hard to follow conversations that I began questioning my intelligence.

 

It didn’t matter that the same year I moved to America, I was named president of the global jury at the prestigious Cannes Lions Festival of Creativity. All I could think was, maybe I’m smart and talented enough for a Brazilian, but for the most competitive market in the world, I’m barely intelligent enough to keep my job. Maybe not even that.

 

Years later, I left my job and, leveraging the privileged relationships of my former life, started my own business with Brazilian investors. The company is thriving, with offices in San Francisco and New York, prestigious clients such as Mini and Stella Artois, an international workforce and multiple awards.

 

Through the years, however, I dismissed compliments from Latin American friends saying how great it was to see “one of us” doing well in the most important market in the world. I wanted to see myself as a citizen of the world, rather than an unprivileged Latin American.

 

It took another shock to understand why.

 

Last month, witnessing Kamala Harris climb the stage as the Vice President Elect of the United States, I was overwhelmed by pride—for something I didn’t do. Such a strange feeling. But I was proud for her and every immigrant, every Black person, every woman.

 

The feeling contrasted with a stark realization of how my upbringing taught me to ignore both my privileges and my social speedbumps. It’s not proper to talk about those things in my culture.

 

But all of the sudden, I saw countless posts from my Brazilian-American friends about how they’ve also been condescendingly complimented about their “passion,” or worse, told they were “the right kind of immigrant” or “the kind of immigrant this country wanted.” And I felt vindicated.

 

On Harris’ wide smile, I saw all of us reflected. I realized how important it is to claim your identity, so others can see theirs not as a source of weakness, but strength too.

 

So, I am here. Claiming mine. Hoping you will claim yours too.

 

PJ Pereira is an immigrant and Co-Founder & Creative Chairman of Pereira O’Dell.