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The 2018 Cannes Lions Film Craft advertisements provide a crucial platform for understanding how gender, race, and other demographic factors are portrayed in leading industry creatives. This report investigates these representations to identify progress and pinpoint areas needing attention, aiming to foster discussions on inclusivity in advertising.

Key Findings

  • In 2018 ads, female characters comprised 39.9% of characters and male characters 59.8%. 
  • Male characters were significantly more likely than female characters to be shown working, having an occupation, as leaders, and performing physical and verbal comedy; female characters were significantly more likely to be sexualized.
  • Characters of color comprised 43.1% of characters in 2018 ads.
  • White characters were significantly more likely than characters of color to have an occupation.
  • Visibly LGBTQIA+ characters were underrepresented in 2018 ads. They make up only 1.9% of characters.
  • Disabled characters make up only 0.8% of characters in 2018 ads.

Recommendations

  • When creating female characters, focus on challenging gender stereotypes regarding occupational status, leadership capacity, and sexualization.
  • When creating characters of color, focus on challenging stereotypes regarding work ethic and occupational status.
  • Prioritize individuals with physical, cognitive, and communication disabilities, aiming to include numbers proportional with U.S. demographics (or with that of the country in which the ad will air).
  • Prioritize LGBTQIA+ individuals when creating new characters, aiming to include numbers proportional with U.S. demographics (or with that of the country in which the ad will air).
  • Include female characters that represent women across all stages of the lifespan, with particular attention to women age 30 and older.
  • Prioritize women when creating new ad characters, to continue closing the gender gap.