Today's social fabric is such that it cannot do without the inclusion of particular groups. Some of the brands that flashed their inclusiveness messages while making them part of their brand identity have succeeded in creating value with their audiences by proving to them that they care for equality, representation, and ability. Specific campaigns are inclusive and engaging, informative, and therapeutic at best. Here are four great commercials described as breaking the barriers and changing the marketing game's rules.
Guinness - "Made of More" (2015)
This 2015 advertisement by Guinness is a perfect example of pulling at the heartstrings on the strength of friendship. The advertisement shows four men joyously enjoying a wheelchair basketball match, using their bodies with vigour and power. The twist? In the end, we discover that only one uses the wheelchair for mobility; the others join in to push him, which is a true spirit of friendship.
Why It Works:
For Guinness, the focus shifted from the product to a great story. It was not a beer advert but more of a message of decency, camaraderie, and acceptance of the outcast. This ad was a refreshing change from conformity with disability and ability, demonstrating that inclusion makes us 'more'. Meanwhile, for Guinness, it was not simply an advert but the truth in advertising about what the brand represents.
Key Takeaway:
This means that brands should focus not on uniqueness or trying to find somebody different but on telling people valuable human stories and portraying diversity as essential to people's present day.
Nike - "Equality" (2017)
Nike's equality commercial is all about people of different races, genders, and abilities using sports to stand up for themselves and get equal opportunities in their everyday lives. The Latest Nike commercial with stars like LeBron James and Serena Williams, among others, justices the same message – fairness. The ad that identifies the client is monochrome and narrated with real impact: it speaks about sports, but it says much more about equality.
Why It Works:
Nike did not shy from speaking on aspects such as racism and sexism, not only in the sporting industry. The brand remains famous worldwide primarily due to its slogan, 'If we can be equal in the sport, we can be equal anywhere.' Regarding social justice, Nike creates a brand and a movement – Nike is not only an athletic company, it's much more.
Key Takeaway:
When brands present themselves with broader societal issues at heart, there is an audience connection with the brand that completely touches them emotionally. Nike's message signals that brands cannot be silent and should act for equality in their products.
Apple - "The Greatest" (2022)
In 2022, Apple followed through with its accessibility message and a Super Bowl advertising campaign called "The Greatest," which focuses on how Apple's devices are for users of all abilities. In a sequence of shots, the ad demonstrates how individuals with vision, hearing, and mobility loss incorporate iPhones, Apple Watch, and iPads into their lives to make daily tasks more possible.
Why It Works:
However, unlike most companies, Apple has done the right thing by building accessibility into the heart of the brands they own. Instead of presenting the user experience of disabled individuals as yet another advertising gimmick to market new gadgets, Apple is creating a universal understanding of the company's inclusion principles. The ad even has ownership implications for the viewers, pointing out that no one, regardless of their disability, should endure clunky tech.
Key Takeaway:
For years, there has been an emphasis on incorporating diversity into technology, not necessarily because of having specific additional features but because the technology must be helpful and valuable for all. This is the case that Apple has captured best by illustrating that customer inclusion can be powerful and lead to breakthroughs for brands willing to make it a top priority.
Procter & Gamble Advertisement: "The Talk" 2017
Procter & Gamble created one of the year's best ads, "The Talk". It captures Black parents explaining to their children some matters in life that may not be pretty, such as racism. The ad tackles the problem right on the head by showing that Black families have to bear the brunt secretly.
Why It Works:
P&G's “The Talk" is accurate, truthful, and memorable. This makes light of some pertinent social issues or even brings out raw truths that corroborate the company's social advocacy. Another strength of the campaign is its realism; the ads provoke reactions because the messages portrayed reflect reality.
Key Takeaway:
Brands ready to deal with the issues connected with risky themes establish a deeper level of trustful communication with the public. P&G's ad demonstrates how a brand can promote change on behalf of non-dominant groups; the brand supports the voice and deems the community's lives valuable.
Wrapping Up
The given ads from Guinness, Nike, Apple, and Procter & Gamble are perfect examples of how making diversity inclusion can lead to creating powerful campaigns that inspire people. All these brands have proved that as much as diversification is a mentality, it is a keyword that the brands must practice daily: 'inclusivity is more than a slogan'.
In this competitiveness, these brands show that when diversity imitates the character of an organization, it becomes sustainable and transformative. For inclusive marketing, whether through storytelling, social justice, or design, they show that when the brands find a way to connect with the customer at the human level, the attention of the customer is garnered and the trust and engagement that come with it.
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