Trailers for Marvel’s upcoming “Black Panther: Wakanda Forever,” movie have highlighted the film’s female characters, including Queen Ramonda (played by Angela Bassett), her daughter (and apparent Black Panther heir) Shuri (Leticia Wright), and the Dora Milaje women warriors.
For its tie-in campaign, Mastercard is spotlighting Black women entrepreneurs and their businesses through a multi-channel program that includes a television commercial, as well as shoppable social media and content featuring Black women business owners.
“Through representation and access to tools and resources, Mastercard is proud to honor the Black women-owned businesses that strive for success despite the systemic inequalities they face every day,” said Rustom Dastoor, executive vice president of marketing and communication,for Mastercard North America, in a release. “When we see role models that look like us, which the film so impactfully demonstrates, it expands our sense of what’s possible, including a more diverse, inclusive economic future.”
Mastercard’s television commercial, for instance, features Egypt Otis, owner of Comma Bookstore & Social Hub in Flint, Michigan. In the spot, Otis serves as a role model for a young shopper in her store. Through a short interaction, the store owner helps the girl realize her connection to her native culture as well as the culture she is currently a part of. The spot ends with the girl and the storekeeper giving each other a Wakandan salute.
In addition to the commercial, Mastercard is hosting advance-release screenings of the movie in Atlanta and New York City. The brand will invite small business owners and youth groups to the multisensory experiences, which will include film-inspired decor, photo opportunities, and a “Hall of Heroes” video installation honoring attendees and other entrepreneurs.
Finally, Mastercard is creating several online experiences, including a shoppable small business marketplace on Instagram featuring Black women–owned businesses, a social content series featuring three successful Black female entrepreneurs, and a Meta Horizon Worlds location that will feature a variety of Black-owned small businesses.
In a release, Mastercard expressed the “Wakanda Forever,” tie-ins as an extension of its pledge to commit $500 million to initiatives designed to close the racial wealth and economic gap in the United States. Those commitments have included creation of a Strivers Initaitive that supports Black women-owned businesses as well as partnerships with HBCUs and youth groups around the country.
