No, that’s not a typo – it’s a word I just made up, combining “advertising” and “diversity”.
There’s been a rise of diversity that has been creeping into advertising over the past year or so. From various companies being more proactive in featuring average body types into their clothing ads, to Cheerios featuring an interracial couple in their commercial, to an artist doing casts of disabled folks as mannequins in store front windows. Being that I work in an advertising agency, I find these things interesting.
Today I came across the new Swiffer ad for the first time, featuring not only an interracial family, but a father who is an amputee. Although it mentions his arm in terms of needing a cleaning tool that is easy to use with one hand, the commercial doesn’t feel like it’s trying to hard. It’s a real family (I looked them up) and they’re just like the rest of us, and I like that the commercial portrays it as such. It gives me hope that maybe we’ll see this sort of diversity pop up in advertising more often and that we won’t pause to question it.
That being said, the real reason I love the new Swiffer commercial – it shows the man doing the cleaning. FINALLY!