Ancestry.com Apologizes for Tone Deaf Ad that Romanticizes Slavery

After a whirlwind of criticisms from the public of romanticizing slavery, Ancestry.com apologized and pulled down it’s recent commercial. The video attempted to explain the White heritage of many Black Americans by highlighting an interracial romantic snippet, but downplayed the gravity of slavery and its consequences.

This is not the first time a brand’s been deemed tone deaf (here is a list for more criticized ads if you fancy some Friday entertainment). There wasn’t a single major social site that didn’t jump on the topic of Kendall Jenner’s Pepsi ad.

Especially as marketers, we’re tempted to simplify these situations with, “How did this ever get passed so many people?”. But this serves as a lesson for us to consider when reviewing our own work:

First is if we’re understanding our people well. Have we put ourselves in their shoes? When speaking to a niche audience, do we simplify them into boxes and stereotypes, or consider the possibility of being a wider spectrum? Do we stop to question what terms have become “normal” in the industry, or make effort use appropriate terms like Latin X and Black Americans instead of Hispanics and African Americans? Our lingo makes a difference especially to the younger audience like Millennials and Gen Z who are more conscious and take it personally.

Secondly, in our processes and structure, are we giving a platform for different opinions to be expressed, concerns to be voiced, and constructive criticisms to be shared? Do we mirror diversity in our decision making – cultural, gender, expression?

Third, we know different demographics have different values & consumption trends, take Gen Z for example who are more likely to connect and support brands that align with their values yet often prefer to consume content that’s funny, bizarre, and unexpected (i.e. memes, dark humor, ‘finstas’). So, to speak to them authentically, brands have the responsibility to walk the font fine line between voicing values/opinions whilst communicated often in a fun and light-hearted way.

Understanding the human mindset is not as simple as an algorithm (even though sometimes algorithms push the boundaries to do it better). We need to consider these key points to ensure we’re developing a larger brand voice that is fitting and natural for the specific target in mind.