Cultural representation—what ‘Spider-Man: Across the Spider-Verse’ can teach brands

I like to consider myself a cool mom, and with that comes weekends full of bounce-house birthday parties, milkshakes from Shake Shack and of course, knowledge of all things superhero. This is why on a recent weekend, I found myself at a sold-out matinee showing of “Spider-Man: Across the Spider-Verse”—a welcome reprieve from the empty pandemic-era cinema days. As we settled into our seats, I couldn’t help but remember what seemed like weekly visits to the movie theater with friends during my teenage years. I recalled the Tobey Maguire-era films and prepared myself for yet another iteration of Spider-Man, complete with upside-down kisses and mind-numbing action scenes. What I found was a welcome surprise. A fictional action film, yes, but one that’s grounded in authenticity, giving a more realistic depiction of being a second-generation American than any movie I’ve seen to date. With Hollywood consistently lacking diversity in film, here’s what these filmmakers got right about authentic cultural representation and what marketers can learn from their success: “But in our own way, we are all Spider-Man. And we're all counting on you” From the opening scene to the credits, the film is an ode to New York City and its diverse people, accurately and authentically portraying the hopes, dreams and struggles of first-generation American parents raising their children in 2023. It also depicts the complexity of being Afro-Latino in America when significantly fewer multicultural adults feel understood by the entertainment industry (34% vs. 42% non-multicultural). Check out the latest Ad Age events and award programs It was apparent that the writers had a personal understanding of the importance of preserving one's culture while simultaneously witnessing the next generation's growth and achievements—a bittersweet reality for many. Among many poignant moments: the intergenerational push-pull, the desire for a better future for your children, the longing for the life they now live—and letting go while creating a nurturing home for them to come back to. I couldn't help but burst into laughter when the characters mentioned that going to New Jersey for college was too far, a point that hit close to home. Having the right people in the room to consider diverse perspectives at every stage of creative development from concept to execution is a key first step in creating both content and marketing that are authentically representative. “It's kinda nice not being the only spider-person around.” Have you ever seen a Jamaican beef patty in a movie? Surely this moment was missed by many, but it was one that stood out for me. Having consumed hundreds of these small pockets of deliciousness throughout my life, I was delighted to find the main character of the film munching on an item that’s found in nearly every New York City corner store. Another poignant scene involves a family cookout with some familiar food favorites. The film does not shy away from what a real family party might feel like—aside from Spider-Man landing on the roof. The music, the guests and the conversation are all reminiscent of what it might feel like to have a neighborhood celebration, celebrating a beloved family member on a hot and sticky summer day. To impact diverse audiences’ product considerations and purchasing decisions, they must feel understood. Depicting everyday people and situations in non-stereotypical ways is one way to show that your brand deeply understands the community it is trying to reach. And this was a perfect example. “With great power comes great responsibility” The film's portrayal of a real family unit, the vibrant spirit of New York City, the realistic depiction of family life, the accents and tone all contribute to the film’s authentic essence. The creators succeeded in crafting a film that appeals to the masses while staying true to its roots, and by refusing to water down its cultural richness they achieved genuine cultural representation. It’s a great example we can all learn from. While there’s still a lot of work to do to advance representation in both Hollywood and advertising, to this film I say, bravo! Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here

Cultural representation—what ‘Spider-Man: Across the Spider-Verse’ can teach brands

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