There's only one word that comes to mind when this madness comes to mind: Disf**kinggusting.
A brief aimed at the black 'emerging market' and it is, to the awe of every sober minded creative, given to a team whose closest encounter with black youth is having to wait for that black guy in the studio to get done with the water cooler(oh, and give him the signature grin that must come as some component of the white genetic formula)
They then get cracking trying to put together that ad that will wow us. But in the fear of creating another one of those campaigns that scream out "I was done by a white team", they hurry out to the nearest junior black team every 10 minutes to verify if nca is a real word and "please check if this is doesn't sound too white".
Eventually the campaign only has a touch of real blackness because...well that black junior practically rewrote the stuff.
I guess the question that my little outburst logically beckons is: If the industry is so hellbent on recognising the demographics, shouldn't the campaigns aimed at black consumers be given to people with a little more insight into black folk.
Or maybe...just maybe, I should start organising fortnightly tours to the scary hangouts of Soweto.
Just a thought
P.S.Mama Sophie from spotto down the road asked me to add that last bit
