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Contents:

BIG GAY WGS, DO THEY REALLY WORK ON TRACK?

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It was such an unual cisn—and such a succs—that helped ph gay and lbian advertisg om the g to the mastream. Mastream movi and TV shows wh gay characters—like Will & Grace—were still a few years away, and few celebri were openly gay. When Ellen Degener beme a rare exceptn 1997, and her character the show Ellen me out as gay an episo of the s, many pani pulled their ads.

“The environment around this is so angry we feel we lose no matter what we do.”At that time, gay-iendly advertisg was largely limed to the fashn and alhol dtri. When a 1994 IKEA ad featured a gay uple, the Amerin Fay Associatn, a nonprof, mounted boytts, and someone lled a (fake) bomb threat to an IKEA store.As Poux explas, the attu of most bs toward LGBTQ advertisg was: “Why would you do somethg like that?

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You’d be known as a gay pany.” In the 1990s, Poux worked at Mulryan/Nash, an agency that specialized the gay market. “All the l of marketg went out the wdow at this fear” of marketg to gays and lbians, he says.

Wrg The Huffgton Post, the reporter Ron Dicker ptured some of the cultural nfn that followed:When one Suba ad man … proposed the gay-targetg ads talks wh Japane executiv, the executiv hurriedly looked up “gay” their dictnari. While Bent, who is gay, didn’t reveal his sexual orientatn for fear of overshadowg the effort, he nohels rells holdg pany meetgs wh nam along the l of “Who Are Gays and Lbians?”A 50-year-old nglomerate like Fuji Heavy Indtri, the parent pany of Suba, is not normally where one would look for a lear social progrs.

Suba of Ameri knew had to support s gay and lbian employe if wanted to appeal to lbian ctomers, so they schled a meetg wh a senr Japane executive to make the se for domtic-partnership benefs. “It was the easit thg we did.”By 1996, Suba ads created by Mulryan/Nash were appearg both gay publitns and mastream media. In rponse to the ads, Suba received letters om a grassroots group that acced the rmaker of promotg homosexualy.

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