What do you think of these ads from Dallas-based MetroPCS? According to CNET some people say the ads are racist and they’re offended by them. Which is weird, since the brand’s tagline is “Wireless for All.”
“It is not our wish to offend anyone who sees our commercials. In fact, our business model is set up to allow for anyone, regardless of credit scores, income level, or ethnicity, to have the convenience of a mobile phone,” says Bob Fant, vice president of advertising and brand development at the mobile carrier.
In related news, Chiqui Cartagena, senior VP of multicultural marketing at Story Worldwide, believes:
We need to stop using old, stereotypical definitions of groups — such as “general market” and, yes, “multicultural market” (neither of which mean anything, really) — and start thinking about consumers and treating them as real people going through real life stages whose cross-cultural identity affects the way they consume products or services, communicate and behave.
When you look at your consumers for who they really are, the color of their skin or their ethnicity has very little to do with their ability or desire to buy, use or promote your product. But if you use simplistic brand messaging that really doesn’t tell the story of your brand in culturally relevant ways, then you could easily turn them off as potential buyers.