Unlock the Editor’s Digest for Free: Discover the History of Emmett McBain and Black Advertising
Step into the fascinating world of Emmett McBain and his groundbreaking work in black advertising. When we think of Marlboro advertising, our minds typically conjure the image of the iconic white cowboy. However, McBain’s “Black Marlboro Man” shattered these preconceptions for African Americans at the time. This powerful image of a black man in orange and tan, accompanied by a woman in a dotted head wrap, challenged stereotypes and created a relatable representation for the African American community.
The story behind this advertisement goes beyond the world of tobacco sales. It was a stepping stone into a history of black advertising that felt genuine and respectful. Created in 1971 under the Burrell-McBain Inc agency, formed by Tom Burrell, a copywriter, and McBain, a graphic designer, this advert showcased their understanding that “black people are not dark-skinned white people.”
McBain’s portfolio includes another iconic piece, the “Black is Beautiful” campaign, created in 1968 during his tenure as creative director at Vince Cullers Group. This monochrome masterpiece tackled the issue of insidious racism head-on. Vince Cullers Group, founded in 1956, was the first African-American full-service advertising agency.
Born in Chicago in 1935, McBain’s artistic journey began at a young age, attending art classes while still a teenager. He honed his skills at various art schools and eventually found himself working as an art director at Playboy Records, where he created stunning album covers for renowned artists such as Tony Martin, Max Roach, and Sarah Vaughan.
In 1959, McBain established his own design studio, McBain Associates, and collaborated with Mercury Records, designing over 75 album covers by the age of 24. However, it was his return from a transformative trip to Europe and Africa in 1968 that fueled his desire to make a difference in black Chicago’s cultural revolution. Rejoining Vince Cullers Group, he designed the groundbreaking “Black is Beautiful” advert.
In 1971, McBain opened Burrell-McBain, which quickly became the largest black-owned agency in the country. Working with prominent brands like Marlboro, McDonald’s, and Coca-Cola, McBain and Burrell broke barriers by portraying black people as normal and beautiful, rejecting exoticized stereotypes. One remarkable example is an advert featuring a father and son enjoying burgers at McDonald’s, with the copy reading “Daddy and Junior Gettin’ Down.”
Their success was not only driven by pragmatism but also by recognizing the cultural and economic power of the black market. African Americans were shown to have significant spending power, estimated at $30 billion a year. Today, the cultural value of blackness is immeasurable, with black spending power in the US estimated at $835 billion in 2019.
Despite the progress made, current advertising still faces challenges when trying to authentically represent and connect with black audiences. This is where McBain’s sensitivity and understanding of the black experience shine. He focused on showcasing the everyday beauty of blackness, avoiding the pitfalls of cultural appropriation and negative stereotypes that some brands still struggle with.
Reflecting on the work of Emmett McBain is a valuable exercise in understanding the power and impact of black design. After leaving the advertising world, McBain opened The Black Eye, an art gallery and consultancy that promoted African-American voices through nationwide arts programs, community projects, and scholarships.
In a time where brands need to prioritize genuine and inclusive representation, Emmett McBain’s legacy remains a beacon of inspiration. His ability to capture the normal and beautiful essence of blackness serves as a reminder of the importance of speaking to and about black people without othering. Now, with the release of “Now You See Me: An Introduction to 100 Years of Black Design” by Charlene Prempeh, we can delve even deeper into the rich history and impact of black design.
Subscribe now to unlock the Editor’s Digest for exclusive access to the untold stories of remarkable individuals like Emmett McBain. Enrich your understanding of the art, culture, and history that shape our world. Don’t miss out on this opportunity to discover the diverse voices and perspectives that deserve to be heard.
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