McDonald’s says it’s continuing to support Black youth through Boys & Girls Club of America in a new commercial.
The spot, from Burrell Communications Group and titled “Dreams,” features a cast of African American children and teenagers looking and smiling at the camera while onscreen lines deliver the following message: “Their dreams for the future shouldn’t be decided by the color of their skin. Let’s work together to make their tomorrow shine”
At the end of the video, the tagline “Black & Positively Golden” flashes across the screen.
Serving as soundtrack is an arrangement of Nina Simone’s song “To Be Young, Gifted and Black”.
The fast-food restaurant chain donated its air space on Sunday night’s BET Awards to give 13 Black activists, including Ibram X. Kendi, Imani Ellis, Bubba Wallace, and others, time to tell their stories.
McDonald’s is not the only brand to take a stand against racism. SHOWTIME also released an ad as its response to racial injustice, highlighting that “We’re all in this together” and that Black ideas, matter. Nike and agency Wieden+Kennedy Portland worked on a spot with a twist on the sport brand’s famous “Just Do It” tagline and turning it into “For Once, Don’t Do It” as an invitation for American to not turn their backs on racism.
Amazon, Netflix, YouTube, Disney, Sprite and others have also had messages to deliver with regard to Black lives.
All these initiatives came after the death of George Floyd, a black man who passed away in Minneapolis after a white police officer knelt on his neck for several minutes. His death has sparked nationwide protests, rioting and civil unrest.