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The advertisement, which debuted at the BET Awards, had been in the works for the banner for months before the dismissal of communications officer Jonathan Friedland on Friday.
During Sunday night's BET Awards, Netflix launched a brand new spot featuring 47 black creators and talents from the platform, including 13th& # 39; s Ava DuVernay, She must have itSpike Lee and Orange is the new blackLaverne Cox. The timing of the ad is rather ironic, since it was broadcast two days after the streaming giant dismissed its chief public relations director Jonathan Friedland for using the N-word several times at work and posted what CEO Reed Hastings described as "racially unacceptable". The sources claim that the streamer debated internally on Friday and during the weekend to find out whether the spot was going to go as planned or shoot it because of the incident – but the team finally decided that 39 It would be wrong to erase the work of so many people of color due to Friedland's actions.
The advertisement (see below) was designed months ago by the company Leaves black strong Team, a group of cross-functional employees led by black executives at Netflix. The place was inspired by the legendary 1958 photo "A Great Day in Harlem", which featured eminent jazz musicians of the time. The iteration of Netflix was photographed by Kwaku Alston, and the accompanying video was done by Lacey Duke. In addition to Du Vernay, Lee and Cox, other actors, writers and directors who appear in the spot are Justin Simien (Dear whites), Lena Waithe (Master of None) and Alfre Woodard (Luke Cage).
Narrated by Strange things"Star Caleb McLaughlin, the advertising served to highlight black artists working on projects with the banner. "It's a new day built from ground broken by legends, a day for our generation to see unseen experiences of our darkness representing an unlimited range of identity, playing the kings and queens of our neighborhoods, defeating the larger-than-life forces world upside down, "says McLaughlin in the video." We are not a genre because there is no way to be black. We write everything in black – nuanced and complex, resilient and strong. This is not a moment. it's a movement. We are strong black leads. Today is a beautiful day in Hollywood. "
Strong Black Lead is a new initiative launched this year and represents Netflix's deliberate desire to speak authentically with the black audience. The effort covers social media – on Facebook, Twitter and Instagram – with live events, and is a way for the platform to connect with the community on shows and movies that they like . Some examples include projects focused on the black creator like Dear whites, Marvel Luke Cage and Lee She must have it restart, as well as other shows that raise black voices like GLOW, 13 reasons why and modified carbon.
"It was a couple of magical hours. All of these incredibly talented and beautiful individuals in one space are of great support and are really beautiful, all here to amaze", said Duke of the shoot. "Alfre Woodard even led everyone into an epic rendition of" Lift Every Voice "Sing before we started shooting, it was beautiful, and in a flash, it was Finished, it was probably the most damaging two hours of my career, I was so happy to be part of the story.
The ad comes two days after Netflix let Friedland go for "his descriptive use of the N-word at least twice at work," according to an internal memo sent by Hastings on Friday. Friedland first spoke the word at a public relations meeting on sensitive words, after which several employees present told her how inappropriate her use of the word was and hurtful. He then used the word again in front of two black employees in the Netflix Human Resources group who were trying to help him deal with his initial offense. "The second incident confirmed a deep lack of understanding, and convinced me to let Jonathan go now," wrote Hastings.
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