Anyone who has ever tried to put together a group for a fantasy game has probably seen it happen. Especially if you're gathering strangers, less experienced/immature players, or heaven help you, both. Everyone wants to play the same type of character.
In a fantasy game its elves. Everyone wants to play an elf. Elves are cool. They have pointy ears. They're short. They're arrogant. They're mysterious. They're not a boring old human. In fact, no one wants to play a human. Humans are normal. They don't get any special race bonuses. They exist in the real world, so why would anyone want to play that? Well players, clue in. Humans are the majority. And guess what else? Someone trying to play a non-human who doesn't know how to do it looks like an idiot. Each race has its quirks, and they're all a challenge to play well. A successful team needs variety amongst its races.
So GMs, how do you deal with this? Well, the easy answer is to simply say no. Don't accept more of any certain type of character than you want to balance the game. Your players don't like that? Tough. If they can't work with you on character creation and use, then it's going to be a disaster of a game anyway. Advise the players that in the game world humans are still the majority. Remind them of the common racial prejudices, though this is rarely much of a deterrent.
Or, if you're particularly sadistic, you can let them in. Only the location is in a place that is very hostile to the overused character type. Add in an assassin that doesn't like the overused race. Sit back and watch the fun. A few lynchings, or waking up to find someone else dead, maybe they'll actually get a clue.
The same situation applies to character classes as well. With beginners, the popular classes seem to be clerics, mages and other magicals. Like the elves, magic is not known in the real world, so why would anyone want to play something without magic when they could play something with? As with races, advise the players that in most fantasy realms, while magic is known, it is not common. In many places it is feared and hated.
Or give them situation after situation that their class can't handle without diversified help. Traps that only a thief can get through. Swarms of nasties that a fighter class could slice through. A wilderness that a well-played (read: experienced player) ranger could guide through. Again, they'll either get a clue or be dead.
A point for being observant to those of you who have noticed the strong tone of cynicism. This article is actually intended as much for players as for GMs. Players, don't put your GMs in this kind of situation. It makes everyone unhappy. Beginning players in any system should stick with the basics before trying the exotics. There's absolutely nothing wrong with playing humans and non-magicals. Once you get the hang of this and learn how to be a good role-player, move on to the higher challenges. The key to a successful adventuring group is diversity in races and classes.
GMs, don't let your players bully you into doing things with your campaign you don't want to do. A weak GM is an incompetent GM. It may not seem nice to be a hard-hearted bully all the time, but you have to do it sometimes. It will get easier with practice.