There's a new advertising trend that is even more cynical and disgusting in its cynicism than most old advertising trends.
It involves portraying a person or people from some sort of "diverse" population, linking your brand to them and thereby hoping to get bonus good-karma points from people who are too naive or too something to mind your callous cynicism.
I saw two spots yesterday that exemplify this trend.
The first was for Chobani yogurt. It shows a carefully naked and winsome woman in bed. She playfully tickles the foot of her sleeping partner, who it is soon revealed is a woman. Then she pops out of bed and eats a yogurt.
Woo hoo! Lesbians eat yogurt. I support lesbians. Therefore, pass me a spoon. You can see the spot here. But I warn you about its cloying insipidness.
The second was a long-form piece of people crying into the camera about how much their mom sacrificed because she was a single mom. Somewhere along the way a super came up that said "She was strong and soft." Just like Angel Soft toilet paper. See it here.
Oh boy. Lemme wipe my ass with some of that single-mom double ply!
I'ma gonna jump on that ridiculous bandwagon.
So let's think for a minute.
One-eyed people and people with patches for Nilla Wafers (they're shaped like an eye-patch.)
Incontinent people for Drano drain clearer.
Midgets for Frosted Mini Wheats.
There's a whole host of groups who haven't yet been exploited.
There are the deaf.
People missing limbs.
You name it.
Put them in a spot.
That's advertising in 2015.