ADMERICA 2025: Reflections from Mosaic 10
- Kathe Flynn, President AAFB
- Jun 24
- 3 min read
Updated: Jun 25
Earlier this month at ADMERICA 2025, I had the privilege of attending The Mosaic 10 of 2025, a panel discussion that spotlighted ten standout campaigns and unpacked what true representation looks like in our industry. It wasn’t just a reel of powerful ads—it was a conversation about why inclusion matters, what it takes to get it right, and the responsibility we carry as advertisers to reflect, respect, and uplift the world around us.
The Mosaic 10 of 2025 challenged us to go beyond lip service; to build equity into the process, not just the product. Because when we champion diversity in our work, we don’t just make better campaigns. We make a better industry.
“If I don’t see myself, I’m not going to feel like I belong in those spaces.”
Seeing Yourself Is Power
This quote, shared by Erica L. Blake, AAF National Program Manager, landed like a truth bomb. Because this isn’t just about creative choices—it’s about identity, access, and imagination.
Representation doesn’t just help audiences feel seen. It tells them they belong. It opens doors. It gives people permission to dream. And as advertisers, we have the power—and responsibility—to open those doors wide.
What Inclusive Advertising Really Looks Like
Throughout The Mosaic 10 of 2025 discussion, one theme echoed loud and clear: inclusion isn’t an add-on. It has to be part of every stage: ideation, script, casting, filming... And the result is richer, more resonant work that speaks authentically to real people.
The most resonant campaigns for 2025 didn’t just check a diversity box. They told human stories rooted in lived experience—stories that evoked joy, connection, and recognition in people. They weren’t performative. They were purposeful.
Panelists emphasized that the most effective work hits at least one of these pillars:
Knowledge: Teaching or revealing something meaningful.
Emotion: Stirring genuine feeling or connection.
Experience: Creating immersive, relatable moments.
The best campaigns? They hit all three.
Campaign Spotlights
Google Pixel 8 “Javier in Frame”
This accessibility-forward ad flipped the script on how we talk about visual impairment—shifting from pity to power. By highlighting the “Guided Frame” feature, Google didn’t just sell a product—it celebrated dignity and independence. The tone was joyful, not heavy-handed. The result? A masterclass in inclusive tech marketing. And, no, I won't admit how many times I have cried watching this commercial, but it's more than none.
AT&T “Dream in Black”
This campaign centered Black excellence and creative agency, with zero rush to show the logo. By the time the brand appeared, it had already earned your trust. Beyond the ad, Dream in Black is an ongoing platform: AT&T highlights Black future-makers, funds creative programs, and invests culturally; in essence, letting the work speak louder than brand placement.
#2 Panda Express “Traditions Shared”
This Lunar New Year campaign didn’t explain culture—it invited you into it. Featuring real families in real moments, it was warm, intimate, and deeply personal. And because it’s tied to the year-round Panda Cares initiative, the message doesn’t disappear when the ad does.
#3 Barbie – “Give Limitless Possibilities”
This is more than a doll ad—it’s a statement: when we give possibility, we open doors. When children see themselves in that space, play becomes a foundation for real development and self-belief.
Call to Action
Mosaic 10 wasn’t just a reel of standout campaigns—it was a challenge to the industry. These were just a few of my favorite takeaways from the presentation, each one a call to lead with purpose:
Representation is an ethic, not an aesthetic. It’s not decoration; it’s foundation.
Authenticity is a trust signal, not a trend. People—especially Gen Z—will do the research. If you’re not walking the walk, they’ll know.
Community engagement is a bond, not a checkbox. It requires ongoing investment, not one-off gestures.
What Now?
If you work in advertising, you wield both power and platform. The stories you elevate, the voices you center, and the perspectives you include matter fiercely.
Start with representation—don’t tack it on later.
Back your message with real-world action and accountability.
Know your audience. They’re watching—and they know the difference between marketing and meaning.
Aim to deliver not just knowledge or emotion, but full, lived experience.
The work ahead isn’t easy, but it’s essential. Let’s build a future where inclusion isn’t a trend—it’s the baseline.