Representative Branding: Ads Focused on Diversity and Inclusion

For decades, advertising showed us a narrow, airbrushed version of the world. Perfect bodies. Homogeneous faces. A single story of who mattered and who didn't. But something fundamental has shifted. Today's most powerful brands understand that representation isn't just a nice idea—it's a business imperative, a creative opportunity, and a moral responsibility.

Representative branding means seeing the full, beautiful diversity of humanity reflected in advertising. It means showing different abilities, different body types, different races, different dreams. And when it's done right, it doesn't just sell products—it changes how we see ourselves and each other. Let's explore five campaigns that set a new standard for inclusive advertising.

🎮 Microsoft's "We All Win" (2019): Gaming Without BarriersIn 2019, Microsoft aired a Super Bowl commercial that had little to do with specs or sales. Instead, it told a story about the power of play—for everyone.

The campaign: "We All Win" showcased the Xbox Adaptive Controller, a device designed for gamers with limited mobility. But the commercial wasn't a tech demo. It was a deeply human story about a young boy with a disability who could finally game alongside his friends. We see his journey, his determination, and ultimately, his joy as he races and competes on equal footing.

Why it matters: The commercial's power came from its focus on connection, not limitations. It didn't define the boy by his disability; it showed him as a gamer, a friend, a kid having fun. By highlighting a product that removes barriers, Microsoft positioned itself as a company that believes everyone deserves to play.

The ad was widely praised as one of the most moving Super Bowl commercials in years. It proved that inclusive design isn't just about compliance—it's about creating moments of pure, unadulterated joy.

🔗 Watch Microsoft's "We All Win" here: 

💄 Dove's "Project #ShowUs" (2019): Redefining BeautyDove has long been a pioneer in representing real beauty. But with "Project #ShowUs" in 2019, they took their commitment to a whole new level.

The campaign: Dove partnered with Getty Images and Girlgaze to create the world's largest stock photo library created by and featuring women and non-binary individuals who are underrepresented in media. The images show real people—with stretch marks, scars, wrinkles, freckles, and every body type imaginable—living their lives with confidence and joy.

The campaign was a direct challenge to the narrow, airbrushed beauty standards that have dominated media for decades. It asked a simple question: why shouldn't everyone see themselves represented?

Why it matters: By creating a resource that any brand or publisher can use, Dove didn't just talk about change—they enabled it. "Project #ShowUs" made it easier for the entire media industry to show a more realistic, inclusive vision of beauty. It was representation as infrastructure, and it shifted the conversation from awareness to action.

🔗 Watch Dove's "Project #ShowUs" here: 

👟 Nike's "Dream Crazier" (2019): The Female Athlete's ManifestoNike has a long history of powerful advertising, but "Dream Crazier" stands apart. Narrated by tennis legend Serena Williams, this 2019 commercial was a rallying cry for female athletes everywhere.

The campaign: The ad opens with a montage of female athletes being called "crazy"—for showing emotion, for pushing boundaries, for daring to dream. Then it pivots, showing those same athletes achieving the extraordinary. "If they want to call you crazy," Williams intones, "fine. Show them what crazy can do."

We see women of all ages, races, and sports—from fencing to boxing to gymnastics—breaking barriers and redefining what's possible. The message is clear: the same passion that gets labeled "crazy" in women is celebrated as "genius" in men. It's time to reclaim the word.

Why it matters: "Dream Crazier" didn't just sell sneakers. It gave voice to a generation of female athletes who have been told to be smaller, quieter, less ambitious. By celebrating their "craziness," Nike aligned itself with the fight for equality in sports and beyond.

🔗 Watch Nike's "Dream Crazier" here: 

🛍️ Google's "Black-Owned Friday" (2022): Shopping as Celebration

In 2022, Google transformed the busiest shopping day of the year into a celebration of Black entrepreneurship with "Black-Owned Friday."

The campaign: Google partnered with rap legend Ludacris and rising star Flo Milli to create a vibrant music video that was also a shopping guide. The video follows the artists as they explore Black-owned businesses, from fashion to food to home goods. Every product featured is available to purchase, and the entire experience is set to an original track designed to get you moving.

The campaign was joyful, energetic, and unapologetically celebratory. It didn't focus on struggle or hardship; it focused on creativity, excellence, and the rich culture of Black entrepreneurship.

Why it matters: By making the campaign a music video, Google ensured it would be shared and enjoyed, not just watched and forgotten. "Black-Owned Friday" turned shopping for Black-owned businesses into a cultural moment—a party you could join. It proved that representation can be fun, vibrant, and deeply engaging.

🔗 Watch Google's "Black-Owned Friday" here: 

🎀 Barbie's "A Doll Can Help Change The World" (2021): The Power of Play

For generations, Barbie has been both beloved and criticized for representing a narrow ideal of beauty. But in recent years, the brand has undergone a transformation—and "A Doll Can Help Change The World" explains why that matters.

The campaign: This visual analysis explores how diverse dolls can shape children's development. Research shows that when kids play with dolls representing different races, abilities, and body types, they develop greater empathy and social understanding. The commercial shows children playing with Barbies of all backgrounds, their imaginations creating stories that reflect the rich diversity of the real world.

Why it matters: Barbie isn't just selling toys; they're selling a vision of how children learn to understand each other. By connecting their product to empathy and social development, Barbie elevates the conversation around play. It's not just about fun—it's about building a more understanding generation.

🔗 Watch Barbie's campaign here: 

The New Rules of Representation

These five campaigns share a common understanding: representation isn't a checkbox. It's not about adding a single diverse face to an otherwise homogeneous ad and calling it progress.

Real representation means:

• Authenticity: Showing people as they really are, not as stereotypes.

• Agency: Letting diverse communities tell their own stories.

• Joy: Celebrating culture and identity, not just highlighting struggle.

• Impact: Creating change that extends beyond the commercial break.

Microsoft showed us the joy of inclusion. Dove gave us the tools to change media. Nike gave female athletes a voice. Google turned shopping into a celebration. Barbie connected play to empathy.

Together, they prove that when brands commit to genuine representation, they don't just do good—they create advertising that moves us, inspires us, and stays with us long after the screen goes dark.

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