Episode 17: Breaking Down The Lack of Diversity in Super Bowl Ads
In this episode, we discuss the lack of diversity in advertising and media, with a focus on the Super Bowl. The NFL's "We See You" advertisement during the Super Bowl drew criticism due to the advertising industry's lack of diversity. Rodney Lucas, a black director, directed the advertisement, which was the only Super Bowl commercial with a black director in 2023.
The lack of diversity in advertising is not a new problem, nor is it restricted to the Super Bowl. In 2022, only 15% of in-game spots were directed by people of color or female directors. However, in the 2023 Super Bowl, the statistic improved slightly, rising to 18%.
The lack of diversity in the Super Bowl is a reflection of what is going on on a smaller scale all across the country. It is an issue that must be addressed.
We discuss the age-old justification for a lack of diversity: the people who make these decisions explain their actions without acknowledging their prejudice or lack of inclusivity. According to the podcast, this excuse perpetuates a self-perpetuating circle of non-diverse directors.
According to Sophie Gold, the founder of the black female-owned production company Eleanor, Working with black talent is riskier because black talent has not been given the same opportunities as white talent. There is a distinction to be made between a lack of talent and a lack of opportunity.
The podcast emphasizes that a lack of diversity in advertising and media is not innocuous. These minor microaggressions and lack of equality reveal larger issues that lurk beneath society's surface, unnoticed. The murder of George Floyd, as well as the rise of the Black Lives Matter movement around the world, put pressure on corporations and individuals to change their ways. It was a catalyst for change that had been postponed and underutilized for decades.
Almost three years after George Floyd's death, the reality is that most promises to hire people from diverse backgrounds and increase inclusivity appear to have been broken. Companies have conducted interviews with a diverse range of candidates for positions that have already been filled with no intention of hiring the talented individuals in front of them. It's box-checking, putting a check in the "diversity box" to improve their public image and appease employees who advocate for inclusion, but with no intention of following through.
Byron Allen, a black television producer and entertainment company founder, filed a $20 billion lawsuit against the telecommunications conglomerate Comcast Corporation. Allen accused Comcast of racism, claiming that the company refused to include Allen's television channels in its cable bundles because he was black.
We conclude by proposing several potential solutions to these problems, beginning with hiring black directors and crews and collaborating with black-owned agencies and businesses. It emphasizes that inclusivity in advertising must begin with selecting a diverse agency and then cascade down to telling an inclusive story and hiring diverse cast and crew members. Without full commitment, attempts at diversity will fail.