Last Sunday night I felt, like Obi Wan before me, a great disturbance in the Force. No one had died, thank goodness, but my Twitter feed was abuzz with activity. The euphoria was evident: “What's this advert??” tweeted a friend. “Never seen so many black people in a prime-time advert in my life!!” Another replied to the post with: “British peak time ad full of black people. #WellINever”. My favourite was: “Listen... the way I almost snapped my neck, by doing a double take cos there were still black faces on the second time I looked up!”
Yes, there was an ad, full of black people, on terrestrial British television, during one of the most watched programmes on a Sunday night. The Force was properly disturbed.
The advertisement – starring singer Janelle Monáe and a coterie of attractive, well-dressed people, hanging out – was for Sonos. I have only a vague idea what the product does, despite the ad being about a minute long. But more importantly (for me, not Sonos) the ad was a small thing highlighting a much bigger thing: the – slowly – increasing presence of people of colour on television. Let me qualify that: we (or at least one version of us) have been on telly for a long while now. I’ve watched a lot of television, and I remember that much. What I’m talking about here is the evolution of people of colour on television. Things are still far from perfect, but that have got so much better than when I was a child or even a teenager. Back then, spotting brown people was like a game of Where’s Wally? except instead of the distinctive striped jumper of our cartoon hero, they were sporting assorted stereotypes, from aggressive criminal to street kids in need of a hot meal and a chance meek ‘model minority’ – tokenism at its purest.
I remember reading a Sidney Poitier interview in which the Oscar-winning actor spoke about his role in Stanley Kramer’s 1967 film Guess Who’s Coming To Dinner. He spoke of the character Dr John Prentice’s qualities, and the thinking that he had to be perfect in the context of the movie. Not merely "very good", but absolutely perfect, a paragon: a highly-educated and qualified doctor, and a world traveller (stopping off to give talks at the UN, as you do). I read later that he was going to be written as divorced, but it was decided to make him widowed, to complete his "perfect" image. He had to be utterly above reproach in order for white audiences to embrace him as an equal. But more than that, he had to counter the prevalent representation of black people onscreen.
Here and now, in 2012, we’ve reached the latest stage of our evolution onscreen: we are "normal". We are just like everyone else. We’re not over what I call the "Poitier Exemplar" just yet, but we are slowly moving past it. Monáe – hanging out and listening to music with friends – did not look entirely dissimilar to me and my life (pompadour and expertly tailored suit notwithstanding).
That’s what struck me the most about seeing it – in a world where the default experience of "normal" is "white", and more and more people of colour are finally being seen as possibilities when casting the default. Seeing that ad was seeing a reflection of what my life looks like. At the start of the ad, it was Janelle Monáe and friends, evolving into a black woman and her friends, and ending on just a woman and her friends. It’s the normalcy that strikes. Finally.
And most fantastic of all, it’s all over telly. My current favourite black woman on television is Vod (played by Zawe Ashton) on Channel 4’s Fresh Meat, a role that has almost nothing to do with her melanin. She is a fully-formed character, written as a rounded individual, and a full part of the world she inhabits. In US TV (and also on More4 at the moment), Kerry Washington is kicking arse and taking names as Washington power player Olivia Pope in ABC’s Scandal. Keeping her company is Mindy Kaling’s new comedy on Fox as well as Brit-doing-an-accent-and-wielding-a-baseball-bat Archie Panjabi in the superlative The Good Wife on NBC. Other casts with a dose of melanin that sidesteps tokenism include the very funny Happy Endings (will it ever return to E4?)and New Girl (Lamorne Morris’s Winston is fantastic if somewhat underused).
Some Girls. Source: BBC
But wait, there’s more! BBC3’s new comedy Some Girls follows four teenage girls and has a black lead in Adelayo Adedayo. The rash of ads in the run up to the orgy of consumption that is Christmas has yielded a bumper crop of "normal" brown folks too. Sainsbury’s has a black family with the little boy doing the dishes to the surprise of his parents, and Tesco’s campaign also makes use of another, sipping on champagne in the kitchen on Christmas Day. Baileys’ Blondie-soundtracked ad features several hues and shades. As a lifelong telly addict, I can’t lie: it’s all kind of thrilling.
There is still a need for the Poitier Exemplar, for we are not yet at the Promised Land in terms of the narrowness of our represented reality (hello, Top Boy). But what struck me the hardest about Sunday night was that we’re firmly on the way, and that is A Good Thing.