The decision to cast a nonbinary person comes as brands are dealing with criticism from conservative activists and politicians about how they deal with gender identity—but also pressure from progressives to increase diversity in ads.
It is “really challenging for marketers because in some ways you can cast someone, you can tell that story and it can come off as inauthentic, it can come off as you’re trying to use it to promote yourself in a way that it doesn’t feel quite right,” Helson said.
“In this film that was made by my partners in Sweden, it’s a subtle statement—but I think it’s relatable. And the way it was presented, actually, it is a nonbinary person, but it could have been any teenager,” she said.
At Volvo, “we recognize that everybody’s different but everybody is equal,” she added. “And that’s sort of our filter when we do advertising is making sure that we recognize that there’s a lot of different people out there. Everybody needs to be sort of recognized, you know, but we are all equal.”
Related: What brands can learn from Bud Light’s transgender influencer backlash
Volvo ran the campaign during the Oscars with an ad that spotlighted how behind-the-scenes Hollywood professionals keep movie-making safe.
Volvo is “all about the underdog,” Helson said, and “these are the underdogs of the film industry.”
“They’re the people that make sure that people get home safely, that they’re safe on set, that they’re not doing any damage to themselves. And they’re tough jobs, but they’re completely unrecognized.”
from Digital Marketing Education https://ift.tt/I1EsAo6
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