Video streaming company Netflix has underlined its commitment to casting and hiring black talent in an ad called 'Great Day in Hollywood'. It will debut during the Black Entertainment Television (BET Awards) on 25 June.
Coming just days after the launch of Luke Cage season 2, its Marvel adaptation of the bulletproof black superhero, the TV ad features the likes of Spike Lee, Laverne Cox, Ava DuVernay, Alfre Woodard, Lena Waithe and Justin Simien, among others.
It is an expression of the company’s Strong Black Lead initiative that is looking to develop black voices in its leading shows. Stranger Things’ McLaughlin said: “This is a new day, built from the ground broken by legends — a day for our generation to see untold experiences of our blackness.
"We’re not a genre because there’s no one way to be black. We’re writing while black. Nuanced and complex; resilient and strong. This is not a moment. This is a movement. We are strong black leads. Today is a great day in Hollywood."
Esquire reports that Netflix gathered 47 Netflix creatives to reimagine Art Kane's classic photo "A Great Day in Harlem," which lead the magazine in January 1958.
The work does not drop during the best circumstances, just two days ago the streaming company fired its PR chief Jonathan Friedland for using the N-word at least twice, according to the Hollywood Reporter.
He issued a statement: “Leaders have to be beyond reproach in the example we set and unfortunately I fell short of that standard when I was insensitive in speaking to my team about words that offend in comedy.”
Vote for the ad below in The Drum's Creative Works.