A certain incomprehension of reality seems to be poking its head around the curtains here. Sure, people mouthing off because Sainsbury’s uses a black family in a Christmas ad seems a little odd. They’re a little limited as to who they can use as lining up those skin colours likely to be Muslim or Hindu doesn’t quite make the point either.
But our lady here seems not to understand what ads are nor why they’re made:
Apparently, for some, a black family is not worthy of a Christmas advert.
It’s not about worth of value. Advertising is about selling stuff to people. That’s the aim, point, justification of the budget and the whole of the thing.
Sure, there are different ways of doing this. One can attempt to create some lovely warmth by pointing out that we’re just like you are so give us your money. That in itself can go either way, we’re white like you so cash! or we’re woke like you so cash!
The supermarket’s decision to feature a family who just so happen to be black embraces the plurality of 21st-century Britishness. Being both black and British hasn’t suddenly become incompatible. Rather, the discomfort many feel at being confronted with that reality is part of an issue that has been bubbling under the surface for decades: the myth that no racism exists in the UK.
No, rather, the puzzle is, which method is Sainsbury’s trying to use when they feature a 3% of the population group in their major advertising campaign of the year?