Ad scan: Nissan SHIFT_respect Japan

by guest contributor Michael Miraflor, originally published at Hip Hop and Advertising

There is no debate — hip hop and urban magazines (irregardless of whatever state of decline one may argue they are collectively in) have the best ads and the best advertisers. There is so much more that can be captured and conveyed in a 2-page spread for example, than can be captured in any sort of online banner execution (custom experiential builds that are exclusive to online notwithstanding). That will change in the near future as the hip hop online space continues to mature. In the meantime, I will post some of the best and most provocative magazine ads that I come across.

From pages 11-12 the Mary J. Blige March 07 issue of Vibe magazine:

I found myself doing a double-take on this ad. Being Asian Pacific Islander (Filipino-American) myself, I could relate to what the spread is trying to communicate- that love for hip hop culture transcends racial and ethnic boundaries. Being planted in the states, its easy for all of us to forget how truly influential hip hop has become as a global force. Yes, hip hop was born in the Bronx, but the culture is alive and well from here to London to Tokyo and back. That’s what I got out of it.

I’m not too idealistic to see the flip side, though. I would understand if some may see this as an acute case of swagger jacking, that the people in the ad are merely trend-hopping caricatures of a culture that they do not and will never understand. The ad could be seen as a perfect example of the commodification of hip hop as culture-for-sale. Nissan calling this The Black Experience further confuses- the Black Experience is an American one of struggle, pain, and underrepresentation overcome by some through a redemptive form of art and culture called hip hop. The Black Experience is not wearing $100 t-shirts and getting braids at a trendy overpriced Tokyo barbershop.

I’m sure Nissan and their agency had the best intentions with this ad. I like it. But it’s just provocative enough for raise some eyebrows and start a healthy social anthropology debate.

Honestly, what do you think of the ad?

Cross-posted from Hip Hop and Advertising