{"id":16151,"date":"2022-12-05T15:32:25","date_gmt":"2022-12-05T23:32:25","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=16151"},"modified":"2024-07-26T07:33:44","modified_gmt":"2024-07-26T14:33:44","slug":"diversity-inclusion-in-advertising-risky-or-rewarded-in-2022","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/diversity-inclusion-in-advertising-risky-or-rewarded-in-2022\/","title":{"rendered":"Diversity &#038; Inclusion in Advertising &#8211; Risky or Rewarded in 2022? Part 2"},"content":{"rendered":"\n<p>Our first chapter on D&amp;I examined ads that represented as many segments of our society as possible in a single creative. In this section, we will review the <a href=\"https:\/\/www.ispot.tv\/products\/creative-testing\">Creative Assessment<\/a> results of ads taking the opposite approach &#8211; keying in on a single segment in a bid for authenticity.<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#4ac500;font-size:24px\"><strong>II. Targeted Representative Storytelling<\/strong><\/p>\n\n\n\n<p style=\"font-size:22px\"><strong>Mass Mutual &#8211; \u201cTalk to Your Kids\u201d :30<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Mass Mutual \u201cTalk to Your Kids\u201d\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/V7Sc-eME4zc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>For some brands, the opportunity in advertising is not to mass represent, but to authentically speak to different specific segments. Mass Mutual recently saw success with a story meant to<em> <\/em>Inspire Black\/African American viewers to have financial discussions with their children &#8211; and it did just that.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"518\" height=\"472\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143233\/image21.png\" alt=\"\" class=\"wp-image-18893\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143233\/image21.png 518w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143233\/image21-300x273.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143233\/image21-351x320.png 351w\" sizes=\"(max-width: 518px) 100vw, 518px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143259\/image16.png\" alt=\"\" class=\"wp-image-18894\" width=\"439\" height=\"359\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143259\/image16.png 578w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143259\/image16-300x246.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143259\/image16-390x320.png 390w\" sizes=\"(max-width: 439px) 100vw, 439px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\"><sub>Scores indexed vs. investment one-year norms.<\/sub><\/p>\n\n\n\n<p>\u201cTalk to Your Kids\u201d outperformed investment norms by over 80 points, and Black\/African American viewers found the narrative to be important and highly Authentic, resulting in an impressive consideration rate (61% Top 2 Box) among these viewers that clocked in +19 points over norm.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"855\" height=\"520\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143351\/image17-2.png\" alt=\"\" class=\"wp-image-18896\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143351\/image17-2.png 855w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143351\/image17-2-300x182.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143351\/image17-2-526x320.png 526w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143351\/image17-2-768x467.png 768w\" sizes=\"(max-width: 855px) 100vw, 855px\" \/><\/figure><\/div>\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe message caught my attention because as a child my parents didn&#8217;t talk much about money. I loved it\u201d<\/em><\/p>\n\n\n\n<p><sub><em>Female 21-35 Black\/African American<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThe ad is modern and informative.\u201d <\/em><\/p>\n\n\n\n<p><sub><em>Male 21-35 Black\/African American<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cVery inspiring.\u201d<\/em> <\/p>\n\n\n\n<p><sup><em>Female 36-49 Black\/African American<\/em><\/sup><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cinteresting. Mellow. Intellectual.\u201d<\/em> <\/p>\n\n\n\n<p><sub><em>Male 50+ Black\/African American<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI can relate to this ad\u201d<\/em> <\/p>\n\n\n\n<p><sub><em>Female 21-35 Black\/African American<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:22px\"><strong>Home Depot &#8211;&nbsp; \u201c<\/strong><a href=\"https:\/\/www.ispot.tv\/ad\/bAyQ\/the-home-depot-parking-lot-early-morning-doers\"><strong>Parking Lot: Early Morning Doers<\/strong><\/a><strong>\u201d :30<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/bAyQ\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Home Depot appealed with an Empowering story about early risers in \u201cParking Lot: Early Morning Doers,\u201d which spoke strongly to the brand\u2019s Hispanic consumer constituents:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143439\/image15-1.png\" alt=\"\" class=\"wp-image-18897\" width=\"265\" height=\"320\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143439\/image15-1.png 251w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143439\/image15-1-249x300.png 249w\" sizes=\"(max-width: 265px) 100vw, 265px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143506\/image18.png\" alt=\"\" class=\"wp-image-18898\" width=\"448\" height=\"301\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143506\/image18.png 582w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143506\/image18-300x202.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143506\/image18-475x320.png 475w\" sizes=\"(max-width: 448px) 100vw, 448px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\">Scores indexed vs. home improvement store one-year norms.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI really liked that! Very diverse and honest, real people who need to get things done.\u201d<\/em><\/p>\n\n\n\n<p><sub><em>Female 21-35 Hispanic<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cReally catchy, the use of characters and stories helps retain audience attention for a brand we all know\u201d<\/em><\/p>\n\n\n\n<p><sub><em>Female 21-35 Hispanic<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cLoved it the fact that you used men and woman and multiple nationalities doing different things awesome\u201d<\/em><\/p>\n\n\n\n<p><sub><em>Female 36-49 Hispanic<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI can relate to this commercial\u201d<\/em><\/p>\n\n\n\n<p><sub><em>Male 36-49 Hispanic<\/em><\/sub><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI think the way they showed different kinds of hard working people showed that Home Depot is for all hardworking people.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 21-35 Black\/African American<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cMade me think of times I helped my dad build things\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 36-49 Hispanic<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI loved how Home Depot focused on all the things people do to get an early start. I also appreciate how they were talking about their opening time for those early risers ready to get onto a project. The sunrise scene at the end added to the visuals of this commercial.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 21-35 Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<p style=\"font-size:22px\"><strong>Aspercreme &#8211; \u201cWerk It\u201d :15<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Aspercreme \u201cWerk It\u201d\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/I_CwcS6lRY8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>Aspercreme chose to highlight a segment of society not typically featured in TV ads: drag queens. Although the foot cream is appropriate for this high-heel wearing audience, a level of Incredulity and Dislike was seen among gen pop viewers along with feelings of Exploitation (with no counterbalancing Empowerment). The ad landed more negatively (Awful, Irksome) than the Target creative, with only millennial females responding at normative levels for pharmaceuticals.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143620\/image9-1.png\" alt=\"\" class=\"wp-image-18899\" width=\"360\" height=\"341\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143620\/image9-1.png 964w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143620\/image9-1-300x285.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143620\/image9-1-337x320.png 337w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143620\/image9-1-768x730.png 768w\" sizes=\"(max-width: 360px) 100vw, 360px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01143632\/image13-1.png\" alt=\"\" class=\"wp-image-18900\" width=\"263\" height=\"308\"\/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Comments on \u201cWerk It\u201d were quite split, with many feeling the single inclusion was \u2018woke\u2019 and forced\/unnecessary, causing many viewers to respond more emotionally. There were others that appreciated the focus on a single segment as a means of normalizing the underrepresented. The latter was likely the intent of the advertiser, but this approach continued to be risky in 2022.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144022\/image6-2.png\" alt=\"\" class=\"wp-image-18901\" width=\"413\" height=\"187\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144022\/image6-2.png 382w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144022\/image6-2-300x137.png 300w\" sizes=\"(max-width: 413px) 100vw, 413px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144037\/image4-1.png\" alt=\"\" class=\"wp-image-18902\" width=\"453\" height=\"202\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144037\/image4-1.png 305w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144037\/image4-1-300x134.png 300w\" sizes=\"(max-width: 453px) 100vw, 453px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\"><sub>Scores indexed vs. pharmaceutical one-year norms<\/sub><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI don&#8217;t need to see a drag queen try to sell a cream for a company. Just sell the item and not try to please a special group of people. Don&#8217;t complicate things for everyone.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 50+<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI&#8217;m not ultra conservative, but companies going &#8220;woke&#8221;&#8230; I find it unnecessary. I&#8217;ll have to explain to my child about what he&#8217;s seeing. With the slogan, it&#8217;s a bit much.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI love seeing drag queens and those who represent lgbt+ culture being celebrated and normalized on large audience platforms no matter what it is for.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cVisually appealing, and a bit of a progressive swing which I like seeing. The purpose of the product was unclear to me however\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 21-35<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cSO SICK OF WOKISM\u2026Watching this ad I would 100% dismiss the company\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cToo crazy. It appears to be a drag queen or dancer. I am not sure who thought Aspercreme and drag queens would connect. You could have used a cheerleader or an actual dancer and not as loud as the character in the commercial.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Male 36-49<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI like how they stepped out of the box from the usual male jocks athlete\u2019s foot to year 2022 with drag queens. Love it!!\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI loved that the advertiser used an actor that would normally not be associated with the product. This sends a message without sending a message and that&#8217;s appealing to me.\u201d&nbsp;<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<p style=\"font-size:22px\"><strong>Genentech &#8211; \u201cQuestion Reality\u201d&nbsp; :60<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Genentech - \u201cQuestion Reality\u201d\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/H0eGeNIhkq0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>In an effort to spotlight inequities in healthcare, Genentech released a short film portraying the health journey of a black woman, which sparked stronger Exploitative feelings than Empowerment across the broad audience. Despite a message that singularly stood out to consumers, the creative was polarizing (a score of 71 ranks the ad in the top percentile on viewer disagreement).<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144143\/image14.png\" alt=\"\" class=\"wp-image-18903\" width=\"503\" height=\"308\"\/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"996\" height=\"620\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144235\/image2-4.png\" alt=\"\" class=\"wp-image-18904\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144235\/image2-4.png 996w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144235\/image2-4-300x187.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144235\/image2-4-514x320.png 514w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144235\/image2-4-768x478.png 768w\" sizes=\"(max-width: 996px) 100vw, 996px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"634\" height=\"376\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144253\/image10-1.png\" alt=\"\" class=\"wp-image-18905\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144253\/image10-1.png 634w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144253\/image10-1-300x178.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144253\/image10-1-540x320.png 540w\" sizes=\"(max-width: 634px) 100vw, 634px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-left\">However, the brand likely intended to have a strong impact, and this level of reaction was similarly expected. In fact, younger viewers and Black\/Brown consumers resonated very strongly with the creative, as they felt exposed to the inequities discussed.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144353\/image19-1.png\" alt=\"\" class=\"wp-image-18906\" width=\"453\" height=\"254\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144353\/image19-1.png 642w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144353\/image19-1-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144353\/image19-1-568x320.png 568w\" sizes=\"(max-width: 453px) 100vw, 453px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144415\/image11.png\" alt=\"\" class=\"wp-image-18907\" width=\"405\" height=\"359\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144415\/image11.png 996w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144415\/image11-300x266.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144415\/image11-361x320.png 361w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144415\/image11-768x682.png 768w\" sizes=\"(max-width: 405px) 100vw, 405px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\"><sub>Scores indexed vs.corporate branding one-year norms.<\/sub><\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Viewer comments reflect the positives and negatives experienced by viewers as they watched, with many Caucasians seemingly reluctant to believe the message. Although a real struggle to the impacted viewers, the ad\u2019s focus on one segment felt divisive to others.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-left\">Black\/African American\/Asian viewers: &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144808\/image20.png\" alt=\"\" class=\"wp-image-18908\" width=\"449\" height=\"237\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144808\/image20.png 964w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144808\/image20-300x159.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144808\/image20-605x320.png 605w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144808\/image20-768x406.png 768w\" sizes=\"(max-width: 449px) 100vw, 449px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-left\">Caucasian viewers:<br \/><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144815\/image1-3.png\" alt=\"\" class=\"wp-image-18909\" width=\"469\" height=\"245\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144815\/image1-3.png 936w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144815\/image1-3-300x157.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144815\/image1-3-611x320.png 611w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144815\/image1-3-768x402.png 768w\" sizes=\"(max-width: 469px) 100vw, 469px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\">&nbsp; &nbsp; &nbsp; &nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI had no idea people of color don&#8217;t get equal access to health care I also didn&#8217;t know women of color are at higher risk\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Hispanic<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-text-align-center\"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cRather than stating inequalities, why show and tell the black women that they can&#8217;t get equal. Instead let them know that everyday black women are getting masters degrees, running companies and changing the world for the better.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 50+ Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cTalking about minority is being ignored, but the minority featured is always, ONLY black\/African Americans, not including any other minorities in America.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Other<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI think the ad touched on a very real thing and issue in the world today. It showed hope and intellectual information needed for specific people.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49 Black or African American<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cNobody expects an actress in a medical commercial to give an Oscar winning performance, but they were able to remind me that there is still work to do and I want to find out more about the company and what they are doing to help address medical inequality among the races. It made me want to find out what I could do to help support their mission.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49 Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI loved the ad because of the realness of the message. Black women aren&#8217;t treated the same way medically as other races\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Black or African America<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI didn&#8217;t know what it was about at first so I was confused. After watching more I realized it was just another message to further divide the country with misconstrued data, so I promptly lost interest\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Male 21-35 Asian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI don&#8217;t like the ad. Why did it have to be about color?\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cIt was a very compelling commercial that grabbed my attention immediately. This is happening. Every day. People of color need to unite for our health.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 50+ Black or African American<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<p style=\"font-size:22px\"><strong>Toyota &#8211; \u201c<\/strong><a href=\"https:\/\/www.ispot.tv\/ad\/2tQt\/toyota-training-wheels-t1\"><strong>Training Wheels<\/strong><\/a><strong>\u201d :30<\/strong><\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/2tQt\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In contrast, Toyota spoke of the brand\u2019s support of community development through the lens of African American accomplishments and ingenuity. Although viewers expressed feelings along the Exploit\/Empower spectrum, the Empowering message in the ad stood out more&nbsp; than the single ethnicity characters, at a rate nearly 40% higher than the average corporate branding ad (which are typically message-centric).<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"978\" height=\"606\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144911\/image3-1.png\" alt=\"\" class=\"wp-image-18910\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144911\/image3-1.png 978w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144911\/image3-1-300x186.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144911\/image3-1-516x320.png 516w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144911\/image3-1-768x476.png 768w\" sizes=\"(max-width: 978px) 100vw, 978px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"408\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144931\/image5-2.png\" alt=\"\" class=\"wp-image-18911\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144931\/image5-2.png 700w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144931\/image5-2-300x175.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01144931\/image5-2-549x320.png 549w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-left\">Despite focusing on a single ethnicity, the Powerful message felt Inspiring and Heartfelt, successfully connecting with <em>all<\/em> manner of viewers.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-10 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"644\" height=\"348\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145015\/image8.png\" alt=\"\" class=\"wp-image-18912\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145015\/image8.png 644w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145015\/image8-300x162.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145015\/image8-592x320.png 592w\" sizes=\"(max-width: 644px) 100vw, 644px\" \/><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"642\" height=\"300\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145046\/image12-1.png\" alt=\"\" class=\"wp-image-18913\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145046\/image12-1.png 642w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145046\/image12-1-300x140.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145046\/image12-1-640x299.png 640w\" sizes=\"(max-width: 642px) 100vw, 642px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\">Scores indexed vs. corporate branding one-year norms.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145144\/image7.png\" alt=\"\" class=\"wp-image-18914\" width=\"588\" height=\"533\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145144\/image7.png 936w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145144\/image7-300x272.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145144\/image7-353x320.png 353w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01145144\/image7-768x696.png 768w\" sizes=\"(max-width: 588px) 100vw, 588px\" \/><\/figure><\/div>\n\n\n<p>Expressed in comments on the ad, viewers of color seemed to perhaps notice the inclusion more than some Caucasian viewers did, who still connected to the \u2018proud parenting\u2019 messaging.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI thought it was a good commercial. I know they are incorporating more different races in their commercials and that is cool but honestly most of us never notice that stuff in music movies or commercials or television. We just notice good or bad acting\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Male 50+ Hispanic<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cIt was about giving that nug and some time that&#8217;s what we need more than anything. Toyota did this one good\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 50+ Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cIt&#8217;s great to see a young black boy, and black people in general, seen in a positive light. It&#8217;s also powerful to see the character doing things that aren&#8217;t thought of as the norm in the black community\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49 Black or African American<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cAs a parent it&#8217;s always sweet to see motivation and people in young children&#8217;s life. It&#8217;s also really forward thinking to see non white people be the main characters.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49 Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI&#8217;m confused as to why this is a Toyota ad? I understand that Toyota enables many people to get to the places they need to get to but I didn&#8217;t understand how Toyota comes into the picture for a young boy that is competing in a swimming competition.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Asian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI love African Americans being shown in a positive way. I love the timeline of encouragement and the end result of success.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 36-49 Black or African American<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cThis was a really moving and inspirational ad that demonstrated that Toyota is more than an automobile manufacturer. They care about people and communities\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Male 36-49 Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI appreciate that men and women of color are being shown in a brighter light and shown doing things that stereotypes have trampled on in the past.\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 21-35 Hispanic<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cI Love the Toyota product. I also give high marks for this ad by showing the father and son experiences of teaching\u201d<\/em><\/p>\n\n\n\n<p><em><sub>Female 50+ Caucasian<\/sub><\/em><\/p>\n<\/blockquote>\n\n\n\n<p>As seen here, targeted storytelling on subsegments can certainly come with higher risk, but it can also make a larger impact. Even in 2022, incorporating diversity and inclusion in advertising remains complex. There are a number of different paths available, depending on the advertiser\u2019s objectives.<\/p>\n\n\n\n<p>Next up in the D&amp;I series, we dive into brands attempting to spotlight our similarities while staying true to diversity.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\" id=\"block-02ddef80-5ea1-4317-93e4-5bc894cbadbc\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-top\" style=\"grid-template-columns:15% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"341\" height=\"512\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2022\/09\/09150206\/Peter-Daboll.jpeg\" alt=\"\" class=\"wp-image-15322 size-full\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2022\/09\/09150206\/Peter-Daboll.jpeg 341w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2022\/09\/09150206\/Peter-Daboll-200x300.jpeg 200w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2022\/09\/09150206\/Peter-Daboll-213x320.jpeg 213w\" sizes=\"(max-width: 341px) 100vw, 341px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-large-font-size\">About the Author<\/p>\n\n\n\n<p>Peter Daboll has more than 25 years of experience in the science of measuring advertising effectiveness and is a recognized expert in understanding what makes advertising successful. He has spent his career developing and implementing analytical models and testing systems to measure consumer response to advertising. In his current role, Peter Daboll serves as Chief of Strategy and Insights for iSpot.tv after his company, Ace Metrix, was acquired in late 2020. As CEO of Ace Metrix, Mr. Daboll has led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative.<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity is-style-wide\"\/>\n\n\n\n<p id=\"block-34f265b1-caaa-4b60-a46c-07d40a54ac60\" style=\"font-size:14px\">All norms = 8\/30\/21-8\/30\/22<\/p>\n\n\n\n<p id=\"block-a98acac4-6c5a-459d-8cec-dbe715a867df\" style=\"font-size:14px\"><strong>*Glossary&nbsp;<\/strong><\/p>\n\n\n\n<p id=\"block-02d74243-d398-486d-b9e7-5cc19bd44385\" style=\"font-size:14px\"><strong>Cultural Perception:<\/strong> measuring positive and negative impact of advertising, the Cultural Perception scoring system ultimately helps brands assess the risks and rewards of achieving emotional connections as they relate to cultural and social subjects.&nbsp;<\/p>\n\n\n\n<p id=\"block-a760a86e-974d-4280-9a52-96f73d19a542\" style=\"font-size:14px\"><strong>Empower: <\/strong>measures the positive impact of an ad\u2019s message, indicating when viewers find it encouraging, inspiring, or motivating.<\/p>\n\n\n\n<p id=\"block-00c80e62-e98b-47a8-8a2f-2490426a8c6f\" style=\"font-size:14px\"><strong>Exploit:<\/strong> measures negative impact, indicating when an ad offends viewers in some manner, whether that\u2019s via stereotyping, pandering, objectification, glorification, portraying racism or sexism, or band-wagoning.<\/p>\n\n\n\n<p id=\"block-e933a788-2c5f-4814-9cf5-f94b37279dec\" style=\"font-size:14px\"><strong>Likeability Score:<\/strong> measures an ad\u2019s ability to appeal to viewers, based on results from the survey prompt <em>\u201cI like this ad\u201d<\/em><\/p>\n\n\n\n<p id=\"block-6b045543-b623-412a-b013-2b5ab741c65d\" style=\"font-size:14px\"><strong>Relevance Score:<\/strong> measures an ad\u2019s ability to relate with viewers, based on results from the survey prompt <em>\u201ci can relate to its message\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our first chapter on D&amp;I examined ads that represented as many segments of our society as possible in a single creative. In this section, we will review the Creative Assessment results of ads taking the opposite approach &#8211; keying in on a single segment in a bid for authenticity. II. Targeted Representative Storytelling Mass Mutual&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":16161,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16151"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=16151"}],"version-history":[{"count":30,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16151\/revisions"}],"predecessor-version":[{"id":22209,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16151\/revisions\/22209"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/16161"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=16151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=16151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=16151"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=16151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}