Culturally Intelligent Ads: Adding Kulur to the Conversation
In a year where many campaigns leaned into stark contrasts, from off-brand bumbles *ahem* fumbles to blackface with ketchup on the side, some ads stood out by bringing vibrant nuance and cultural intelligence to the forefront. These campaigns didn't just tell stories; they honored the complexity of human experiences, forging authentic and lasting connections.
What is Cultural Intelligence?
Cultural Intelligence (CQ) is the ability to understand and respect the beliefs, values, and behavior of diverse groups. Brands that embrace CQ in their marketing communicate in ways that resonate with represented cultures while remaining inclusive to broader audiences. This resonance can be the difference between connecting with an audience or losing engagement—potentially causing them to search for alternatives. Let's highlight three campaigns that added meaningful kulur to the advertising landscape.
Orange's "Les Bleues" Ad
Orange and Marcel earned the 2024 Cannes Lions Grand Prix with "Les Bleues," a campaign launched ahead of the 2023 FIFA Women's World Cup that brilliantly turned gender stereotypes on its head. The ad opens with thrilling football highlights, leading viewers to assume they're watching the French men's team. Then comes the reveal: the footage features the women's team, with male players' faces deepfaked onto the athletes' bodies.
Cultural Intelligence in Action:
- Challenging Stereotypes: The ad encourages viewers to rethink their biases about women's sports by subverting expectations.
- Authentic Representation: It spotlights the undeniable talent of female athletes without diminishing their accomplishments.
- Inclusive Messaging: The campaign fosters unity, inviting fans to support both men's and women's teams equally.
Orange's ad reminds us that representation isn't just about visibility. It's about ensuring that talent and effort shine across the broad scope of humanity.
Coca-Cola's "Chinese New Year Magic Happens When We Bond" Campaign
Coca-Cola's 2024 Lunar New Year campaign epitomized CQ by weaving cultural traditions into a modern celebration. The "Chinese New Year Magic Happens When We Bond” campaign featured limited-edition dragon-themed packaging, symbolizing wealth and fortune, and AR filters for personalized greetings. Coca-Cola’s dedication to CQ was evident in its approach. By seeking guidance from staff who are part of the culture being celebrated, they delivered a meaningful execution, striking the right balance between cultural appreciation and avoiding appropriation.
Cultural Intelligence in Action:
- Authentic Representation: Partnering with local artists and incorporating culturally significant motifs honored Lunar New Year traditions.
- Inclusive Engagement: AR filters
- Community Involvement: Participation in parades and local events demonstrated Coca-Cola's dedication to celebrating with diverse communities, emphasizing their commitment to inclusion through active engagement rather than mere spectatorship.
The result? A campaign that connected tradition with innovation, uniting families and communities in celebration while achieving a 7% net revenue increase.
Google's "Javier in Frame" SuperBowl Ad
For the 2024 Super Bowl, Google introduced us to Javier, a blind man capturing life's precious moments using the Pixel 8's Guided Frame feature. Narrated from his perspective, “Javier in Frame” demonstrated the power of inclusive technology. The ad earned over 50 million views on YouTube and secured a win at the 2024 Kellogg School of Management Super Bowl Advertising Review.
Cultural Intelligence in Action:
- Authentic Representation: directed by visually impaired filmmaker Adam Morse, the ad brought authenticity and depth to Javier’s story.
- Highlighting Accessibility: The Guided Frame feature exemplified Google's commitment to creating tools that empower users with disabilities.
- Emotional Connection: Themes of love, family, and milestones made the story universally relatable, fostering empathy among viewers.
As the third consecutive SuperBowl ad highlighting a disability, Google's ad reinforces their commitment to designing for inclusivity, proving that accessibility is not just a feature—it's a value.
Why Cultural Intelligence Matters in Advertising
These campaigns succeed because they recognize the humanity behind their audiences. Cultural intelligence in advertising goes beyond superficial nods to diversity; it means understanding cultural values, challenging stereotypes, and creating meaningful connections.
How can your brand add kulur to its campaigns? Start by listening, learning, and building strategies that honor the complexity of your audience. As we look to the future, the takeaway is clear: ads that embrace cultural intelligence don't just resonate—they inspire.
