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Interracial couples in ads (Super Bowl '21) [LONG]

Posted on 8/26/21 at 2:45 pm
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 2:45 pm
Apropos of nothing, I decided to look at portrayals of interracial couples in an event (picked the super bowl for obvious reasons--it's a marketing bonanza, so it follows that the ads would be culturally cutting edge). Sometimes I see discussions of IR representation in ads, but it's not often anyone does more than anecdotally reference their perceptions. These were just my offhand observations/impressions of the ads (as compiled at this link: YouTube compilation ). I'll list the ads below in order of appearance at that link. Of the 50 you can see there:

-(21) featured couples/people one could possibly assume to be "together"

-In those 21 ads, I counted approx. 27 possible representations of couples/relationships

-of those 27 representations:

(15) were between two people of the same/similar skin tone

(6) were between two people of obvious or known different racial backgrounds (i.e., I included Tony Romo's skechers commercial and the Gwen Stafani/Blake Shelton blind date commercial as "IR" representations

The remaining (6) were too ambiguous to categorize on the fly (i.e., the context of the commercial left it open ended as to whether the people were acquaintances or truly "together," or the lighting/screen time were too brief to make a distinction as to individual races/skin tones/etc.)

Here's the list of commercials. ("N/A" simply means there were no couples portrayed that I could see). Whole thing was kind of an interesting exercise for me (for those who don't know, marketing was my field of study in college). Nothing super scientific, just piqued my interest given past discussions. Take this long-arse post or leave it

1.) Amazon: "Alexa's Body"
Black woman with black male SO crushing hard on black celeb (Michael B. Jordan) 

2.) Anheuser-Busch: "Let's Grab a Beer"
-opens on white male groom/white female bride toasting beers in the rain-white female offers to buy white male coworker a beer;-olive-skinned/curly haired male gives olive-skinned/curly haired female a beer to say "I'm sorry"

3.) Bass Pro Shops: "Get Back to Nature"
-white male/white female packing for a hiking trip-white male/white female in lawn chairs laughing with their family

4.) Bud Light: "Last Year's Lemons"
-black male/black female kissing to ring in the year 2020-white male bride/white female groom hiding under a table at their wedding reception

5.) Bud Light: "Legends"
-Asian male looks over white female's shoulder in grocery store at an empty fridge section where Bud Light should be stocked

6.) Cadillac: "All-Electric Cadillac LYRIQ | ScissorHandsFree"
-N/A

7.) Cheetos: "It Wasn't Me"
-white male bf asks white female gf if she'd stolen his Cheetos again (continues through commercial)

8.) Chipotle: "Can A Burrito Change The World?"
-N/A

9.) Coors Light: "Big Game Commercial Of Your Dreams"
-N/A

10.) Cutwater Spirits: "Cut Out With Cutwater"
-Asian female gf lounging on couch with white male bf watching TV-Black male bf with white female gf jump off a pier into the water

11.) Dawn Dish Soap: "Come Clean to Close the Chore Gap"
-Black male husband helps white female wife wash the dishes as their kids clean the house (I really liked this one a lot--very similar to my house irl)

12.) Dexcom: "Official Big Game Commercial 2021 w/ Nick Jonas"
-N/A

13.) Disney Plus: "Get Your Stream On With the Disney Bundle"
-N/A

14.) Doritos: "Flat Matthew"
-N/A

15.) Dr. Squatch: "You're not a Dish"
-N/A

16.) Fiverr: "Opportunity Knocks"
-N/A

17.) Frito Lay: "'Twas the Night Before Super Bowl"
-N/A

18.) General Motors: "No Way Norway"
-N/A

19.) Guaranteed Rate: "Believe You Will"
-White male husband/white female wife standing in their new home looking out the window-Black male husband/black female wife dancing in their new home

20.) Guiness: "Guiness x Joe Montana: GOAT"
-N/A

21.) Hellmann's: "Fairy Godmayo"
-N/A

22.) Huggies: "Welcome to the World, Baby"
-N/A

23.)  Indeed: "The Rising"
-N/A

24.)  Inspiration4: "Join the First All-Civilian Space Mission"
-N/A

25.) Jimmy John's: "Meet The King"
-White male husband accosts white female wife about the sandwich she's eating

26.)  Klarna: "The Four Quarter-Sized Cowboys"
-Black female standing next to white male

27.) Logitech: "Defy Logic"
-Asian male standing next to asian female

28.) Mercari: "Get Your Unused Things Back in the Game"
-White male SO with black (or mixed) female sorting through their things in living room

29.) Michelob ULTRA: "Happy"
-N/A

30.) Michelob ULTRA: "All-Star Cast"
-N/A

31.) Mountain Dew: "A $1 Million Tutorial"
-N/A

32.) M&M's: "Come Together"
-Black male father and black female mother apologizing to guests after a disastrous gender reveal party

33.) NFL: "Inspire Change"
-N/A

34.) OikosYogurt: "#PROFACE :30s"
-N/A

35.) Paramount+ Expedition: "Sweet Victory"
-N/A

36.) Pringles: "2021 Flavor Stacking Space Return Ad"
- White male + white female astronaut/cosmonaut flagging down rescue ship

37.) Reddit: "Wow that actually worked"
-N/A

38.) Robinhood: "We are all investors
-black female dancing with [ambiguous] male (lighting)

39.) Rocket Mortgage: "Certain is Better"
-White male/white female "pretty sure" they want to buy a house/other activities throughout commercial

40.) Rockstar Energy: "Big Game 2021"
-N/A

41.) Samuel Adams: "Horses"
-N/A

42.) Skechers feat. Tony Romo
-Romo and his white wife

43.) Squarespace: 5-9 by Dolly Parton
-N/A (dance number)

44.) Swiffer: "Come Clean to Close the Chore Gap" (rerun of #11)

45.) Toyota: Big Game 2021 commercial
-White female/white male adopt white child (future Olympian)

46.) T-Mobile: Big Game Ad feat Tom Brady/Gronk
-N/A

47.) T-Mobile: Big Game Ad feat Adam Levine/Gwen Stefani
-Gwen Stefani blind date Blake Shelton

48.) Turbo Tax Live 2021 Super Bowl Commercial
-N/A

49.) Vroom: "Dealership Pain"
White man + white wife waiting for car to be delivered 

50.) WeatherTech: Family SB commercial 2021
-N/A

51.) WeatherTech: We Never Left SB commercial 2021
-N/A
Posted by JayDeerTay84
Texas
Member since May 2013
9853 posts
Posted on 8/26/21 at 2:46 pm to
Its all pink in the middle dog.
Posted by UsingUpAllTheLetters
Stuck in Transfer Portal
Member since Aug 2011
8875 posts
Posted on 8/26/21 at 2:46 pm to
Now do one with beta husbands/father figures
Posted by Ag Zwin
Member since Mar 2016
22789 posts
Posted on 8/26/21 at 2:47 pm to
I thought you had little kids, man.

Mrs. Bird gonna whip that azz when she sees how much time you put in on this.
Posted by Ace Midnight
Between sanity and madness
Member since Dec 2006
92404 posts
Posted on 8/26/21 at 2:51 pm to
Random AF, Trey.

You trying to get us to change the subject or something?

In all seriousness, there are 2 things going on:

1. A very high proportion of ads I see featuring couples do suggest an interracial relationship (NTTAWWT). Subjectively, it seems more than 50%, but let's just spot it at the 40% rate.

2. White males are "reverse Mary Sues" in ads, almost exclusively (at least 90% of the time if the character is developed to any degree). Whether a father figure, boyfriend, SO, etc.

While they occasionally have a general anti-male bias, black men in ads are much less likely to be depicted as bumbling, stumbling idiots. Women are even less likely, very rarely depicted as incompetent in any way.

So, from my perspective it is a double whammy for white males. It is not unintentional, IMHO.
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 2:51 pm to
quote:

I thought you had little kids, man.

Mrs. Bird gonna whip that azz when she sees how much time you put in on this.


The embarrassing thing is how long I've had this in my drafts (months) Finally pressed "send" on the sucker. Meant to make this post back in like April or May, but...kids
Posted by Floating Change Up
Member since Dec 2013
12414 posts
Posted on 8/26/21 at 2:52 pm to
This is the most, what the frick is your point? Threads of all threads.


Seriously, you are putting far to much time and energy in shite that truly doesn’t matter.

Gawd damn son.
Posted by GumboPot
Member since Mar 2009
132512 posts
Posted on 8/26/21 at 2:53 pm to
quote:

Its all pink in the middle dog.


That's the TL/DR version.
Posted by Bass Tiger
Member since Oct 2014
51208 posts
Posted on 8/26/21 at 2:53 pm to
quote:

2. White males are "reverse Mary Sues" in ads, almost exclusively (at least 90% of the time if the character is developed to any degree). Whether a father figure, boyfriend, SO, etc.

While they occasionally have a general anti-male bias, black men in ads are much less likely to be depicted as bumbling, stumbling idiots. Women are even less likely, very rarely depicted as incompetent in any way.

So, from my perspective it is a double whammy for white males. It is not unintentional, IMHO.



Correct observations!
Posted by Bulldogblitz
In my house
Member since Dec 2018
28107 posts
Posted on 8/26/21 at 2:54 pm to
quote:

with black male SO crushing hard on black celeb (Michael B. Jordan) 


So she isn't with him, or she doesn't know...
Posted by La Place Mike
West Florida Republic
Member since Jan 2004
30153 posts
Posted on 8/26/21 at 2:55 pm to
Interesting.

Interracial couples in ads have been a thing for awhile and I never thought too much about it. Now I just groan out of annoyance because it's such obvious pandering. Full disclosure, I have a mixed race grandson.
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 2:58 pm to
quote:

1. A very high proportion of ads I see featuring couples do suggest an interracial relationship (NTTAWWT). Subjectively, it seems more than 50%, but let's just spot it at the 40% rate.

2. White males are "reverse Mary Sues" in ads, almost exclusively (at least 90% of the time if the character is developed to any degree). Whether a father figure, boyfriend, SO, etc.

While they occasionally have a general anti-male bias, black men in ads are much less likely to be depicted as bumbling, stumbling idiots. Women are even less likely, very rarely depicted as incompetent in any way.

So, from my perspective it is a double whammy for white males. It is not unintentional, IMHO.


I wasn't really looking for such biases (had to be pretty attentive to catch the couples in the ads, but tbh, I think there CAN be a little bit of confirmation bias going on RE: advertising. As in, that which we're individually more sensitive to/conditioning ourselves to see, we tend to notice more. Not talking about obvious tropes (like no minorities ever being portrayed as home burglars, for example), but in the slate of ads I reviewed, there were a good bit of bumbling females/incompetent-acting minorities, white males portrayed as good guys, etc. Also, I'm not sure the IR relationship portrayals are as high as some perceive--I was truly looking for them a lot of the time.

It's a fascinating thing to study, though. I kinda want to do more of it now
Posted by RiverCityTider
Jacksonville, Florida
Member since Oct 2008
6075 posts
Posted on 8/26/21 at 2:59 pm to
They are pushing an agenda. But, I really don't have an issue with mixed race couples.

They are always trying to reprogram us though, which is annoying.
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 2:59 pm to
quote:


Seriously, you are putting far to much time and energy in shite that truly doesn’t matter.


We're on a politics sub-board of a sports message board--anything we post could be classified as such, tbh
Posted by Bestbank Tiger
Premium Member
Member since Jan 2005
75272 posts
Posted on 8/26/21 at 3:00 pm to
quote:

This is the most, what the frick is your point? Threads of all threads.


Seriously, you are putting far to much time and energy in shite that truly doesn’t matter.

Gawd damn son.


He addresses that in the OP.

He was a marketing major so he has an academic interest in advertising and this is a relatively common topic on TD.
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 3:00 pm to
quote:

with black male SO crushing hard on black celeb (Michael B. Jordan) 


So she isn't with him, or she doesn't know...


That one was hilarious. MBJ was the voice of Amazon's Alexa. Very well done ad
Posted by DarthRebel
Tier Five is Alive
Member since Feb 2013
23115 posts
Posted on 8/26/21 at 3:02 pm to
quote:

TbirdSpur2010



Hey at least you are not a gay aggie
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 3:05 pm to
quote:

Interracial couples in ads have been a thing for awhile and I never thought too much about it. Now I just groan out of annoyance because it's such obvious pandering. Full disclosure, I have a mixed race grandson.


Eh, I don't see it as superfluous pandering. Market demographics are in flux (as they always are). The rise/normalization of IR couples/families just means advertising follows suit, in large measure.

My own family (black male/white female, mixed son and mixed daughter) is pretty unremarkable aesthetically in our area (San Antonio). I think the same will go for advertising eventually (kinda already not much of a thing tbh, like I said, I'm just nerdy with it sometimes )
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 3:05 pm to
Posted by TbirdSpur2010
ALAMO CITY
Member since Dec 2010
134050 posts
Posted on 8/26/21 at 3:06 pm to
quote:

Now do one with beta husbands/father figures


Nah, this took forever. You're up
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