After two s of supportg s gay employe ternally, Procter & Gamble publicly me out support of gay marriage late last year.
Contents:
- HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON
- HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON
- WHEN WILL P&G FALLY AIR THIS TI COMMERCIAL WH A GAY COUPLE THE U.S.?
- HOW IKEA MA HISTORY 1994 WH THE FIRST GAY COUPLE AN AD
- THIS AD IS BEG LLED THE “GAYT COMMERCIAL OF 2021”
- ADVERTISG FEATUR MORE GAY, TERRACIAL FAI
- 20 YEARS BEFORE IT WAS COOL TO CAST GAY COUPL, IKEA MA THIS PNEERG AD
HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON
* gay couples in advertising *
Inially, that seemed like an all-too faiar slap the face for gay Amerins, perhaps even a step back for their llective social standg.
Televisn ads aren’t as important the digal marketg age as they were a generatn ago, but some ways they reprent a fal ontier of mastream cultural acceptance for gay equaly, acrdg to several marketg experts who specialize helpg major rporatns sell products to the gay muny. “It’s not about gay people as much as is ntemporary nsumers, ” Bob Weck, print of the LGBTQ marketg and munitns nsultg firm Weck Communitns, told CNN Bs.
… Gay and LGBTQ nsumers, Gen Z and Millennials, their attus are so different about the ordars of same sex marriage today. AFA and s subsidiary, One Milln Moms, have been nstant fo to gay and lbian tolerance Amerin culture. “Fay entertament is not the outlet which to be polilly rrect by forcg tolerance and acceptance of homosexualy – a sful liftyle that Scripture clearly ems as wrong.
HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON
From CarGus to Doros, when me to mercials, 2021 was pretty gay. * gay couples in advertising *
Today, the world’s biggt advertisers primarily e targeted web ads as a means to market products and servic to gay Amerins a hyper-foced way. “That’s where we saw this huge sh of advertisg wh the to pani and bankg and travel pani, ” Mark Elrk, CEO of the Gay Ad Network, told CNN Bs.
Elrk’s firm has helped some of the world’s largt rporatns velop polici and marketg strategi for gay dienc for the last 25 years, mostly onle and on social media. “Wh TV, if you wanted to n a mercial wh LGBTQ characters, you were nng on a work that wasn’t gay targeted. Zola Chief Marketg Officer Mike Chi said The Hallmark Channel didn’t take issue wh Zola 2017 when the onle weddg registry and planng pany sent the work a prev ad featurg a gay uple.
WHEN WILL P&G FALLY AIR THIS TI COMMERCIAL WH A GAY COUPLE THE U.S.?
That mercial showsed ttimonials om several heterosexual newlyweds and one gay uple talkg about their posive experienc g Zola.
Weck, the LGBTQ market expert, has seen the spendg power of gay, lbian, bisexual and transgenr Amerins uptick slightly om about $790 ln 2012 to more than $800 ln to date by his own timat.
From 2012 to 2017, the percentage of Amerins who intified as lbian, gay, bisexual, or transgenr also rose a b om 3. Heterosexual Milliennials’ overall fort beg around gay and lbian dividuals dropped om 53% 2017 to 45% 2018, acrdg to the latt rults of the annual Acceleratg Acceptance report missned by GLAAD and rried out by Harris Insights & Analytics.
HOW IKEA MA HISTORY 1994 WH THE FIRST GAY COUPLE AN AD
But the largt generatn of young adults is still far more acceptg of gay marriage than their precsors. A Pew Rearch poll released May showed 74% of Millennials support gay marriage 2019 pared to 58% of Generatn Xers and 51% of baby boomers.
Brands that chose to reprent gay and lbian people were takg a huge risk. In 1986, the vodka brand Absolut created an ad that clud the artwork of Keh Harg, an AIDs advote who was openly gay at the time.
THIS AD IS BEG LLED THE “GAYT COMMERCIAL OF 2021”
To draw a rrelatn to the prent day, another vodka brand, Stoli, 40 years later produced an ad honorg polician and gay rights activist Harvey Milk wh a specially themed bottle–and a robt ad mpaign to support the lnch. Even though their support was often subtle, the ads still shocked the world wh their mastream reprentatn the face of a wily homophobic culture. Wh the ntug taboo agast gay reprentatn and the backlash om queer-iendly ads the 1980s, brands ntued to shy away om the overt reprentatn of LGBTQ+ people most advertisements.
It was IKEA that first ma wav wh their mercial that featured an openly gay uple. As one of the first reprentatns of a gay uple takg part normal activi, like shoppg for furnure, this mercial paved the way toward LGBTQ+ acceptance durg this era. For the first time, mastream Ameri saw a gay uple portrayed the same as any other uple a healthy, romantic relatnship.
But wh gay marriage still illegal and a lgerg stigma surroundg queer inti, most brands played safe. Dpe the growg prence of gay characters early 2000s entertament, pani still risked backlash for showg explic LGBTQ+ clivy. Levi’s took a more direct approach wh a mercial that had two distct endgs, one for a straight dience and one for a gay dience.
ADVERTISG FEATUR MORE GAY, TERRACIAL FAI
“Fay entertament is not the outlet which to be polilly rrect by forcg tolerance and acceptance of homosexualy — a sful liftyle that Scripture clearly ems as wrong. A new holiday-themed mercial om Rz crackers featur a gay uple as part of a msage about the bety of chosen fai.
Released this week, "Where There's Love, There's Fay" opens wh a seri of vigt of people yearng for nnectn — a young gay man textg his mother to ask “Can we talk?, " a child stayg a homels shelter over Christmas, and a grandmother unable to celebrate the holidays wh her the ad ntu, a person wh a beard appli lipstick before welg the young gay man om the openg vigte to a ftive gatherg wh other LGBTQ partygoers. Produced by Virgia-based advertisg firm The Mart Agency, the spot is clive s stg, as well — featurg two gay men of lor and transgenr and nonbary extras.
"Durg stg, beme apparent to how closely lked the actors' personal experienc were to those they were portrayg, makg our msage about cln and belongg that much more palpable and powerful, " Sara Kuhs, creative director of The Mart Agency, said a part of s "Where There's Love, There's Fay" mpaign, Monlēz is donatg $50, 000 to the It Gets Better Project, a global movement to imbue LGBTQ youth wh hope; the homels advocy group Invisible People; and Hispanic Star, which shows the Lato muny’s ntributns to the Uned ’s not the first time Monlēz, which owns Nabis, has crafted an clive mpaign for one of s snack brands: Last month, a limed-edn rabow-lored Oreo pack was released partnership wh Parents, Fai and Friends of Lbians and Gays. One of the spots Etsy’s new “Gift Like You Mean It” mpaign featur a Black gay uple visg fay for Christmas and receivg a personalized ornament for their year, hair re brand Pantene and LGBTQ media advocy group GLAAD released “Comg Home Should Be BEAUTIFULGBTQ, ” wh members of the Trans Chos of Los Angel sgg “I’ll be Home for Christmas. ”Also 2019, H&M’s “Moments Between” featured two women flirtg a lndromat and a gay male uple kissg unr the mistletoe as Judy Garland’s “Have Yourself a Merry Ltle Christmas” the mpaigns are fueled by more than jt the holiday spir: LGBTQ Amerins have an timated $1 trilln spendg power, acrdg to veteran marketg strategist Bob Weck.
20 YEARS BEFORE IT WAS COOL TO CAST GAY COUPL, IKEA MA THIS PNEERG AD
The ads also reach a large universe of non-gay nsumers that are very supportive, Weck told NBC News. ”This year, there’s also an abundance of gay-themed Christmas movi, cludg Hallmark Channel’s “The Christmas Hoe, ” Hulu’s “Happit Season” and Lifetime’s “The Christmas Set Up.
In fact, took until 1994 for a gay uple to show up a T. 1994: Ikea Creat First-Ever Commercial Featurg a Gay Couple. Ikea’s “Dg Room Table” mercial was the first natnal TV ad to portray a gay uple.