Infiniti USA recently released an advertisement featuring a dad repeatedly heading out to grab more food for a holiday meal with his wife and two daughters.
First it’s sweet potatoes, then shrimp, and finally the wife takes over to get a pecan pie. It’s a fairly straightforward 30-second advertisement riffing off of the idea that the husband and wife love to drive their cars so much they look forward to these types of trivial errands.
The unique part has to do with the actors who play this adoring family: The father is white, the mother is black, and their teenage daughters are biracial.
By casting the ad in such a way, Infiniti has joined a growing list of companies selling everything from breakfast cereal to cars to clothing that portray the American family in TV advertisements as more than a single race.
But why are all these companies jumping on the diversity bandwagon?
The commercials can certainly help to attract consumers who come from biracial families or relationships. They are also increasingly more representative of the world we’re living in today.
But perhaps the biggest selling point is they help to attract the broad base of customers whose values align with those portrayed through these ads—inclusion and diversity, explained Americus Reed, marketing professor at the University of Pennsylvania’s Wharton School.
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