Watch the Spots

Diversity Stars in General-Market Ads in 2010

Some of the Most-Talked-About Spots of the Year Have One Thing in Common

By Published on .

Doug Melville
Doug Melville
With six months down, and six months to go in 2010, five ads have caught my attention. Each of the five ads had something in common: The star of the spot was multicultural and the agency that created the ad was general market. Effective, attention grabbing and clearly delivering the brand intention and message, these ads are proof that multicultural is indeed becoming the mainstream.

At a time when the economy is still tight, major brands are putting their AORs to the task of making the best ads. The result: Agencies are putting multicultural actors, spokespeople and models front and center to bring that message home. While the 2010 Census is still being tallied, Madison Avenue, brands and agencies are now realizing that multicultural faces are the audiences of today.

Old Spice: "The Man Your Man Could Smell Like"
The star: Isaiah Mustafa
Agency: Wieden & Kennedy

Old Spice Bodywash: "Flex"
The star: Terry Crews
Agency: Wieden & Kennedy

Lane Bryant: "Not What Mom Would Wear"
The star: Ashley Graham
Agency: Zimmerman

BP: Oil-spill response
The star: Darryl Willis
Agency: In-house

Walmart: "Mr. Rollback"
The Star: Darrell Owens
Agency: Martin Agency

Douglas L. Melville is currently the president of Red Carpet Runway and a strategic adviser for various entertainment brands and personalities.
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