This 1994 Ikea Ad Was TV's First-Ever Ad Wh a Gay Couple - Curbed

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Swedish home furnishg retailer Ikea ma worldwi news 1994 for s US mercial featurg a male uple buyg furnure together, the pany has returned to s roots wh a new spot cludg another gay pair, this time wh a child.Followg a rabow of fai, the black and Asian male uple are joed by their Goln Retriever and dghter, snuggled domtic bliss. An endg voiceover asks: "Why shouldn't sofas e flavours, jt like fai?"

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IKEA’S “DG ROOM” FEATUR FIRST OPENLY GAY COUPLE COMMERCIAL

Back 1994, Ikea ma advertisg history by nng the first mastream mercial featurg a gay uple. Called “Dg Room,” the ad aired three ci — New York, Philalphia, and Washgton, DC — and only after 10 p.m. The geographil… * ikea gay couple commercial *

Dtsch’s 1994 ad “Dg Room” for Ikea marked a pivotal moment advertisg as the spot shar TV’s first gay uple. And this go back to 1994, well before beg openly gay was monplace.

It was an IKEA mercial that Dtsch produced, showsg the first openly gay uple, buyg furnure. Lookg back, the 1990’s emerged as a of niche marketg, and a number of advertisers targeted gays, as surveys showed they often enjoyed a higher disposable hoehold e. The Dtsch-produced spot is wily regard as the first ad the US to feature an openly gay s release, ‘Dg Room Table’ ma headl around the globe, havg been released s before gay marriage beme legalized the US.

Whereas many prev ads hted at homosexual them, the Ikea spot leav no room for doubt that the men featured are partners, th markg a pivotal moment the ad the two men, who we learn have been together for three years, fish each other’s sentenc. And this go back to 1994, well before beg openly gay was monplace, ” Dtsch NY chief executive Val DiFebo famoly said about the mercial. In 1994, IKEA aired their TV ad “Dg Room” and beme the first brand to release a mastream mercial featurg a gay uple.

WORLD’S BT ADS EVER #74: IKEA AIRS FIRST MERCIAL FEATURG OPENLY GAY UPLE

Fast forward to 2022, and gay upl featured advertisg no longer seem radil. It was hard to be openly gay, which n be seen by the sheer amount of backlash that IKEA faced bee of this advertisement. Still, the cultural difference between Swen and the US uld be the reason behd IKEA’s “long history of cludg gay and transgenr them s advertisg”.

IKEA’S INIC “DG ROOM”: THE FIRST MERCIAL TO SHOW A GAY UPLE

What’s groundbreakg and unique about this ad is that portrayed a gay uple a posive light durg a tumultuo time perd. Ellen Carton, executive director of the New York chapter of GLAAD, said the ad showed “an aspect of gay life that people never see: our daily liv. Instead of showg gays and lbians marchg at gay rights ralli or sufferg om AIDS, the IKEA ad humaniz .

HOW IKEA MA HISTORY 1994 WH THE FIRST GAY COUPLE AN AD

For example, Unilever’s “Go Gay” Axe mercial that me out 3 years after IKEA’s. On this new episo of our Tagle podst, we close out Pri Month wh a look back at the 1994 Ikea mercial that was the first mastream ad ever to feature a gay uple.

The mi-wave of brands stg gay upl TV ads this year ntu to rise, wh the lik of Honey Maid, Cheers and DirecTV all divg . But Ikea was the first marketer to feature a gay uple a mastream mercial. Never one to shy away om a sndal, ntroversy or unorthodox marketg scheme, 1994, Ikea aired a mercial featurg two men shoppg for a dg room table, the first major natnal TV ad to portray a gay uple, well, ever.

Tim article, Fred Danzig, then-edor of Advertisg Age said, "It is one small step for Madison Avenue, but is one giant leap for the gay muny. Tim that the ad showed "an aspect of gay life that people never see: our daily liv.

20 YEARS BEFORE IT WAS COOL TO CAST GAY COUPL, IKEA MA THIS PNEERG AD

Instead of showg gays and lbians marchg at gay rights ralli or sufferg om AIDS, the Ikea ad humaniz .

S., Ikea's pro-gay stance is still fflg feathers elsewhere; was only a uple of years ago that Ikea's pro-gay ads ced wrath Italy, after all. · Ikea's Groundbreakg 1994 Commercial [Buzz Feed]· TV Commercial Featurg Gay Couple Creat a Madison Avenue Uproar [L. IKEA lnched a new ad mpaign where they feature an terracial gay uple as they lay snuggled up on the uch together.

THIS 1994 IKEA AD WAS TV'S FIRST-EVER AD WH A GAY COUPLE

"There are so many different ways that Amerins live--multigeneratnal, gay parents, etc. ""There are so many different ways that Amerins live—multigeneratnal, gay parents, etc. We might have found one of the olst Amerin tv mercials wh a gay uple .

IKEA DECLAR "ALL HOM ARE CREATED EQUAL" IN NEW AD FEATURG GAY COUPLEIF ONLY LIFE WAS MORE LIKE FURNURE {FONT:NORMAL 800 1.2REM/1.2 "D BOLD",SANS-SERIF;TEXT-TRANSFORM:NORMAL;LOR:HER;DISPLAY:LE-BLOCK;PADDG-BOTTOM:6PX;POSN:RELATIVE;TEXT-TRANSFORM:UPPERSE;}{BACKGROUND:#89308A;BOTTOM:0;NTENT:'';DISPLAY:BLOCK;HEIGHT:2PX;LEFT:0;POSN:ABSOLUTE;RIGHT:0;-WEBK-TRANSN:ALL 0.2S EASE;TRANSN:ALL 0.2S EASE;WIDTH:100%;}{LEFT:51%;RIGHT:51%;WIDTH:0;}{FONT:NORMAL 800 1.2REM/1.2 "D BOLD",SANS-SERIF;TEXT-TRANSFORM:NORMAL;LOR:HER;DISPLAY:LE-BLOCK;PADDG-BOTTOM:6PX;POSN:RELATIVE;TEXT-TRANSFORM:UPPERSE;}{BACKGROUND:#89308A;BOTTOM:0;NTENT:'';DISPLAY:BLOCK;HEIGHT:2PX;LEFT:0;POSN:ABSOLUTE;RIGHT:0;-WEBK-TRANSN:ALL 0.2S EASE;TRANSN:ALL 0.2S EASE;WIDTH:100%;}{LEFT:51%;RIGHT:51%;WIDTH:0;}NEWSBY MATTHEW THARRETTOCTOBER 4, 2016/3:51 PMBY MATTHEW THARRETTOCTOBER 4, 2016 / 3:51 PM{"@NTEXT":","@TYPE":"NEWSARTICLE","HEADLE":"IKEA DECLAR \"ALL HOM ARE CREATED EQUAL\" IN NEW AD FEATURG GAY COUPLE","DATEPUBLISHED":"2016-10-04T19:51:10.000+0000","DATEMODIFIED":"2016-10-04T19:51:10.000+0000","IMAGE":{"@NTEXT":","@TYPE":"IMAGEOBJECT","WIDTH":1920,"HEIGHT":1080},"URL":","THOR":{"@TYPE":"ORGANIZATN","NAME":"LOGO TV"},"MAENTYOFPAGE":{"@TYPE":"WEBPAGE","@ID":"},"PUBLISHER":{"@TYPE":"ORGANIZATN","@ID":","NAME":"LOGO TV","URL":","LOGO":{"@TYPE":"IMAGEOBJECT"}},"CREATOR":"MATTHEW THARRETT","ARTICLESECTN":"NEWS"}{BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}IKEA MAK A SE FOR "THE NEW AMERIN DREAM" A NEW ADVERTISG MPAIGN GEARED TOWARD YOUNG PEOPLE WH DIFFERENT THOUGHTS ABOUT WHAT MEANS TO "MAKE " TODAY'S {BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}THE FURNURE RETAILER TOLD AD WEEK NDUCTED EXTENSIVE REARCH AND FOUND THAT PEOPLE'S PERCEPTN OF THE SO-LLED AMERIN DREAM HAS SHIFTED OVER TIME TO MEAN "FOCG ON CREATG MEMORI STEAD OF JT ACCUMULATG MORE THGS."{BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}PART OF THAT SHIFT, IKEA MATAS, ALSO CLUS AN EXPECTATN OF DIVERSY AND REPRENTATN OF MORY MUNI CLUDG THE LGBT MUNY. A PAGE THEIR 2017 TALOGUE EVEN FEATUR AN TERRACIAL SAME-SEX UPLE CHILLG OUT AT HOME, SUATED NEXT TO A PTN THAT READS "ALL HOM ARE CREATED EQUAL."{BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}"THERE ARE SO MANY DIFFERENT WAYS THAT AMERINS LIVE—MULTIGENERATNAL, GAY PARENTS, ETC.—THAT FE THE REAL PORTRA OF THE AMERI THAT'S REALLY OUT THERE," SAID LLIE STONE, DIRECTOR OF STRATEGIC SERVIC FOR THE OGILVY AGENCY, WHICH CREATED THE {BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}"IF WE'D PUT ACROSS 20 DIFFERENT LIVG SUATNS, THEY'D ALL BE EQUALLY POWERFUL."{BOX-SIZG:BORR-BOX;PADDG:24PX 0;} A{LOR:#354A4E;-WEBK-TEXT-RATN:UNRLE;TEXT-RATN:UNRLE;} A:HOVER, A:FOC{-WEBK-TEXT-RATN:NONE;TEXT-RATN:NONE;} B, STRONG{FONT-WEIGHT:700;}CHECK OUT THE NEW MPAIGN'S ACPANYG TV SPOT BELOW:{BOX-SIZG:BORR-BOX;DISPLAY:-WEBK-BOX;DISPLAY:-WEBK-FLEX;DISPLAY:-MS-FLEXBOX;DISPLAY:FLEX;-WEBK-BOX-PACK:CENTER;-WEBK-JTIFY-NTENT:CENTER;-MS-FLEX-PACK:CENTER;JTIFY-NTENT:CENTER;} .TWTER-TWEET-RENRED, {M-WIDTH:65%;WIDTH:TO !IMPORTANT;} {WIDTH:100%;} {MARG-LEFT:TO !IMPORTANT;MARG-RIGHT:TO !IMPORTANT;} IMG{MAX-WIDTH:100%;WIDTH:100%;} > IAME{BORR:NONE;MAX-WIDTH:100%;} > *{MAX-WIDTH:NONE !IMPORTANT;}{BOX-SIZG:BORR-BOX;CLEAR:BOTH;}{BOX-SIZG:BORR-BOX;MARG:0 TO;WIDTH:90%;M-WIDTH:288PX;MAX-WIDTH:1440PX;M-HEIGHT:194PX;}LATT NEWS

If you were asked to gus which pany released the first gay mercial, which one would you gus? News and media ze/blog Bog Bog sists that IKEA created the first mastream tv mercial wh gay people. The below vio om 1994 se a gay uple talkg about gettg a table om IKEA.

THIS IKEA AD WAS THE FIRST MASTREAM TV COMMERCIAL TO FEATURE GAY PEOPLE

Acrdg to a 1994 article by the Los Angel Tim, East Coast IKEA stor were rocked wh anti-gay phback. Before then, gay people had only been acknowledged mor prt advertisements or specifilly gay and lbian publitns.

1994: IKEA FEATUR OPENLY GAY UPLE MERCIAL CREATED BY DTSCH

To gay people, the ad showed "an aspect of gay life that people never see: our daily liv, " acrdg Ellen Carton, executive director of the New York chapter of the Gay and Lbian Alliance Agast Defamatn (which later changed s name to GLAAD). And this go back to the 1994, well before beg openly gay was monplace.

One of my favore marketg moments of all time was so simple, yet so ntroversial and was an IKEA mercial that Dtsch produced, showsg the first openly gay uple, buyg furnure. Back 1994, Ikea ma advertisg history by nng the first mastream mercial featurg a gay uple. And there were a lot of gay upl there.

IKEA BRGS GAY UPL OUT OF MERCIAL CLOSET

Ads like Ikea’s aren’t isolated cints anymore: Between Cheers’ mercials featurg both a multiracial fay and a gay uple and their adopted dghter, the Honey Maid “Dad and Papa” and #NotBroken mpaigns, and even the Fd Pasta mercial that beme Italy’s first LGBT-iendly spot history, we’re startg to see them more and more. Swedish home furnishg retailer Ikea ma worldwi news 1994 for s US mercial featurg a male uple buyg furnure together, the pany has returned to s roots wh a new spot cludg another gay pair, this time wh a child. However, no ads will appear gay media-a place the pany has never advertised .

The first Ikea spot wh a whe male gay uple, also om Dtsch, was groundbreakg. One of the two actors was even actually gay, but aired only once before beg pulled-for safety reasons. “It was sort of a no-braer, gays are part of the world we live .

HOW GAY UPL TV MERCIALS BEME A MASTREAM PHENOMENON

Globally, Ikea has a long history of cludg gay and transgenr them s advertisg, wh over 20 exampl, though not always om an clive approach. Even more gay themed ads om Ikea appeared worldwi 2002.

*BEAR-MAGAZINE.COM* IKEA GAY COUPLE COMMERCIAL

This 1994 Ikea Ad Was TV's First-Ever Ad Wh a Gay Couple - Curbed .

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