The intent seems like a good one, and I was excited to see Black women included.įor instance, Reese Scott, founder of Women’s World of Boxing, is featured wrapping her hand with boxing tape alongside the words “Make no mistake, we are rewriting history blow by blow.” The message and image align seamlessly. It’s a diverse collection of women - singer Ariana Grande, model Gigi Hadid, and actresses Gal Gadot and Danai Gurira - offering up inspirational personal quotes to encourage people to “be the best possible version of themselves physically, mentally, and socially.” Much like the recent Nike ad campaign with Colin Kaepernick, the aim was to allow consumers to wear their values on their literal sleeves. This summer, Reebok launched its #BeMoreHuman campaign - videos, billboards and web ads - featuring female celebrities, athletes, leaders and change-makers. Why Are Advertisers Still Trying To Make ‘Beach Bodies’ A Thing? But as we’ve seen with Pepsi, Nike, Levis and now Reebok, when ad campaigns touch on issues such as racial profiling, women’s empowerment, and gun control, it can expose bigger problems in ways the companies may not have intended. While ultimately this is done to win over a more socially and politically engaged consumer, it’s also a way to let the general public know they’re listening and understand that silence can be seen as acceptance.
Companies, particularly consumer-based ones, are starting to take bold stances on social issues. Play it safe, do not get into politics and serve the bottom line. It used to be that for corporations there were clear lines in the sand.
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