The scary 5 words that are preventing the advertising industry from groundbreaking creativity, innovation and inclusion.

Another day, another brand apologising for causing harm. This time it's Heinz apologising for a billboard ad which erases the idea of a Black father.

Whatever your take, it's worrying that in this climate, with all the tools and bespoke agencies at our disposal to flag issues (cough cough), ads can go out that land on the opposite end of the resonate-with-consumer spectrum.

Most brands and agencies correctly understand the need to emotionally connect with consumers. In my opinion, the best way to do that is by being a mirror to society–the conversations, trends, issues and nuanced realities of it–both beautiful and ugly. But you can only do that when you have all parts of society reflected throughout the creative process, and as an industry, we are still far behind in this being done effectively. Whilst still an issue, I'm not even talking about the internal make-up of organisations.

Once you work a day in advertising, you can no longer think of yourself as a consumer. Therefore when your brief is concepted–you will have the wrong shades on. When the brief is received and ideated–you’ll have the wrong hat on. When the concept is being produced–you have the wrong filter on.

It doesn't matter how experienced you are, how many awards you've won or whether you think you have no budget or time to do so, the consumer needws to have input into the creative process.

That's the only way, we'll start seeing less apologising and more celebrating.

My take on the ad?

• For some, it's their reality but sometimes advertising can transcend reality and has the power to enforce positive thinking about demographics and not old tropes and stereotypes.
• The unfortunate reality when it comes to representing one individual from an underrepresented group in an advert is that it's often seen as a microcosmic mirror for the entire group. That's why brands need to tread carefully.
• It's got us talking (some have even said that maybe it's the groom whose Dad isn't present given the seating arrangement). Should Heinz have apologised blanketly or would a more human and helpful approach be to discuss the creative process of it? Showing ignorance or an insight. Maybe wishful thinking on my part.
  

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