Along with disrupting the business of movies and television, Netflix is disrupting the content of movies and TV shows as well—bringing more unique voices to the screen than any other company today.
Its groundbreaking work just from the past year includes two pieces in particular that were highly celebrated for the diversity of their subjects—Alfonso Curaron's film Roma, which won three Oscars and coud have taken Best Picture, and the Hannah Gadsby's stunning standup special, Nanette.
But Netflix's tradition of amplifying underrepresented voices goes back much further, of course, to shows like Orange Is the New Black.
Now, one of the stars of OITNB, Uzo Aduba, stars in a new 60-second Netflix spot that talks about that mission. It's called "Make Room," and serves as both a celebration of Netflix's approach and a call for others to join in.
Along with Aduba and Gadsby, the spot features Roma actress Yalitza Aparicio as well as Sunita Mani, Marianna Palka and Britney Young of Glow.
The ad was created by Portland, Ore., agency Red & Co. and directed by Malik Vitthal, who is best known in the ad world for having directed P&G's "The Talk."
"We all talk a lot about diversity and inclusion, but we wanted to make a case for more than affirmative action," says Mira Kaddoura, executive creative director of Red & Co. "We wanted to make a case for the opportunity that diversity offers all of us when we create creative and economic space for talented artists, actors, writers, comedians, producers, directors and composers who don't have a guaranteed seat at the table, to tell their stories. 'Make Room' is a reflection of not only Netflix's approach to film- and showmaking, but an argument for why diversity is good for business, for entertainment and for humanity."
The campaign will also include a social media element asking Netflix talent to talk about "Who made room for you?"
Also worth checking out: Last year, Kaddoura wrote a Work/Life piece for Muse about designing the life you want.
CREDITS
Client: Netflix
Agency: Red & Co.
Founder/ECD: Mira Kaddoura
Writers: Jess Vacek & Kimberly Harrington
Art Directors: Max Erdenberger & Julia Blackburn
Design Director: Marco Murillo
Producer: Kevin Diller
Account Director: Jane Delworth
Strategy Director: Karin Knutson
Strategist: Marina Tokar
Designer: Jordenn Bailey
Production Co: The Corner Shop
Director: Malik Vitthal
Editorial: Rock Paper Scissors
Editor: Zoe Mougin
VFX & Color: Framestore
Music: Walker
Sound Design: Barking Owl
Mix: Digital One
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