“It's called blackwashing and it's getting sodding annoying”. Said Kevin from Bedford on Quora. He then goes on to say “And my wife of 30 years is African and my children are too. If I'm annoyed then a massive proportion of the white UK population are too” . Oh the irony, Kev.
I’m sure, like Kevin, you too noticed the dial had swung with diversity in adverts since winter 2020. UK adverts went from practically zero representation of Black and people of colour, to close to 100%. But that was ONE YEAR against the backdrop of forever marred by chronic under-representation or/and misrepresentation of Black and people of colour.
I understand why it might surprise or even shock some people to turn on the TV and feel like there are Black people everywhere, but consider just how very white every advert you’ve seen in your entire life has been. BUT don’t worry! It’s now 2023 and balance has been restored.
Christmas 2020 was the perfect time to see diversity in action on the big screen. Brands heard the cries, watched the BLM marches and were compelled to make a statement through their advertising. BUT Black it seemed, was a trend. t
Fast forward 3 years and I wonder what will their advertising will look like this Christmas? Will they still be trailblazers? Or was it merely a tick box exercise? Well as we head into the festive period, I can’t wait to see who saw it merely as a trend, and who actually stayed committed to changing the landscape.
Here are some of the most “wokest” Christmas adverts the UK had to offer over their last couple years.
March Muses
1. March Muses // Adding A Splash Of Colour
Of course, I have to mention my company March Muses. We released our Christmas advert in November 2020. Sadly, there are still a lot of people who just don’t realise the lack of representation in Christmas decorations, with the overwhelming response being “oh, I never noticed”. It just shows how far we still need to go.
This advert is needed because we live in a hugely diverse, multi-cultural society and it seemed strange to us that this is not reflected in many visual displays of life in Britain. Christmas stood out for us because our children asked simple questions about why there were no Black angels and, is Santa Black or white?
Hopefully with our decorations we can help to redress the balance and give Black people a feeling of inclusivity.
2. Sainsbury Christmas
Gravy Song | Sainsbury's | Christmas 2020 | Part 1 of 3
I loved this advert when I saw it. We rarely see Black families on TV just being “normal” or goofy. It was a beautiful portrayal of the families I see in my community day to day. It also had a universal storyline which so many people of all races could relate to. Simi Gill, Senior Digital Account Manager said, “At Sainsbury’s, we want to be the most inclusive retailer. That’s why, throughout all our advertising we aim to represent a modern Britain, which has a diverse range of communities. We have three stories of three different families in our advertising. What Christmas will look like is uncertain for everyone at the moment, but we wanted to focus on how food can connect people, whether they’re physically together or not. These ads aim to evoke memories of Christmas food, which can transport you home wherever you are.” Thank you, Sainsbury’s.
3. Amazon - the Show Must Go On
I cried like a baby. As someone who loves dance and performing arts, this advert evoked a very emotional response from me. I loved the storytelling, the beauty of ballerina Taïs’s talent and the community aspect. Taïs, 17, who was born in the southwest of France said, ‘Little black ballerinas that want to do ballet will feel inspired’.
‘We don’t really show young black ballerinas on TV. I feel like they’re not really promoted. It’s getting better now on social media and there are so many groups online, but on TV you don’t really see Black ballerinas.’
If this advert inspired you please also check out Ballet Black a British ballet company founded by Cassa Pancho MBE in 2001 as a response to the lack of professional Black and Asian ballet dancers in the UK.
4. Argos Christmas Advert 2020 125" – An Evening with AbracaDaisy & The Incredible Lucy
This was a cute advert. Two Black sisters, Lucy and Daisy (Interesting name choices, but we move), are seen poring over the 'Book of Dreams' and circling a magic set that they hope to find under their tree come December 25th. What i loved about this advert was showing Black children they can be anything including a magician. So often Black characters are seen being oppressed and struggling and this was completely the opposite.
5. Boots - "The Gift of Beauty" (2021): In a first-of-its-kind move, Boots' 2021 Christmas advert features a trans woman, Munroe Bergdorf, as one of the models. The advert celebrates the diversity of beauty and encourages viewers to embrace their unique qualities. The advert was praised for its inclusivity and for breaking down barriers in the beauty industry. Bergdorf herself called it a "monumental moment."
These adverts show that diverse Christmas adverts can be both effective and heartwarming. By tackling social issues and promoting inclusivity and diversity, these brands are able to connect with viewers on a deeper level and stand out in a crowded holiday advertising landscape.
There are so many benefits in seeing diverse images in adverts. Children in particular will quickly cotton on to the fact that this is normal if they see culturally diverse images on the TV, and adults will no longer do a double take if it is seen often enough.
Culture is built on what we see. The more you see, the more it becomes normalised. It’s simple math.
As we enter the holiday season, let's hope more brands follow in their footsteps and create meaningful, inclusive campaigns that truly capture the spirit of the season.
Natalie Duvall is a mother of 2, a podcaster, actress, Marketing Manager and co-owner of March Muses, the leading supplier of Black Christmas decorations in the UK.
