Melanin Breakthrough in the 1970′s
In the 1970, discrimination and racism was running wild throughout North America, especially the USA. Also, there has been countless Black leaders fighting to open the door of opportunity for the Black people today. In advertising, black people were used in print ads targeting to their culture in Ebony Magazines. However, there was one brand that revolutionized advertising and broke down the racial barriers in TV commercial ad campaigns.
The brand that took this giant step to abolish this racial barrier is 7-UP. 7-Up wanted to create an ad to fit the tropical theme for the “7-UP UnCola” Campaign. The 7-Up company and their advertising agency hired Geoffrey Holder from Trinidad to help create a dramatic change in history.
In this ad, Geroffrey Holder is a Caribbean planter explaining the difference between cola nuts and 7-Up’s “uncola nuts”. If you watch this commercial you’ll notice that Holder cannot pronounce 7-Up, he says “7-mmmup”. This pronunciation was not scripted, giving the commercial a natural West Indian touch.
If you take into consideration all the racism and discrimination of this time, 7-Up was playing with fire. In the end, this became the most 100 memorable ads in history. Also, opening the doors for Black actors to star in TV commercials.
This was an Melanin Breakthrough with a passionate idea by 7-Up and their advertising agency!
Now Imma support 7up!!! Way to go! Im very proud of them! It must have been a risk for them to do this commercial but they did it anywayz. ONLY a “colored” person could do this commercial like this! If only more companies were willing to step out the box like this… our world would be a better place. We are falling back in time, history repeats itself.. This is one era I dont want to experience or for my son or my grandkids to experience