Dear Matthew,

Thank you for letting me know about the article you are writing about the ADC’s 85th Annual Awards Call for Entries.

In its defense I have explained that the title and image are parodic, and the work as a whole meant as a satiric, inside-industry comment on the co-opting of "urban" culture by mainstream culture. It is by and for creative people in visual communications who deal with these issues on a daily basis (See AdAge.com’s recent listing of its most-read story on the web site in the past year: http://www.adage.com/news.cms?newsId=45461.)

The choice of an African-American to portray Ronald MacDonald referenced the above, and also the company’s effort to pay hip-hip artists for mentions of its brand in their songs. At the same time it harked back to earlier challenges of familiar cultural icons—e.g. Sonny Liston or George Jefferson as Santa Claus. In context, the word “pimp”--as in MTV's popular show, "Pimp My Ride”--suggests that, like cars, brands subjected to such exaggerated makeovers can become preposterous and silly.

The target was corporate, and it was hoped that the poster would invite debate and discussion about advertising, marketing and cultural issues, as well as attract attention to the competition. Proceeds from the ADC Annual Awards, now in its 85th year, support scholarships, city high school workshops, exhibitions, speaker events and symposia, professional and student portfolio reviews, the ADC Hall of Fame, publications and other educational activities and events. The chunk of gold is the ADC’s gold medal, a hard-to-win and coveted cube.

In truth there was not a a huge number objections to the poster. Of real interest, though, were two from African-American creative directors in advertising agencies. Wrote one, “ I am discouraged about the way our industry still is very insensitive to race and culture. As you know, the minority representation in our profession is nothing to brag about.” ADC plans to invite them to participate in a “Creative Differences” discussion this spring to address these real and deeper concerns.

I should be pleased to talk with you if you have other questions and look forward to your article.

Sincerely,

Myrna
Executive Director

The Art Directors Club
 

The End