How Suba saved self by marketg to the gay muny - Autoblog

Contents:

• GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?
• ARE SUBAS REALLY GAY RS?
• THE ARE THE TOP 10 GAY AND LBIAN CARS
• WHAT ARE THE TOP GAY-FRIENDLY CARS?
• HOW SUBA SAVED SELF BY MARKETG TO THE GAY MUNY

GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?

It was such an unual cisn—and such a succs—that helped ph gay and lbian advertisg om the g to the mastream.

ARE SUBAS REALLY GAY RS?

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? 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.

THE ARE THE TOP 10 GAY AND LBIAN CARS

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.

WHAT ARE THE TOP GAY-FRIENDLY CARS?

In rponse to the ads, Suba received letters om a grassroots group that acced the rmaker of promotg homosexualy.

Like nerds who grow up to nont their bulli, Suba executiv me to realize that the people opposg the acknowledgment of gays and lbians were not as imposg as they seemed.One of the reasons that, the days, the rmaker’s role cultivatg s lbian-iendly image is ls well known is that so many straight people were bld to the subtext of the advertisements.For s first Suba ads, Mulryan/Nash hired women to portray lbian upl. And Stay Out” uld refer to explorg the outdoors a Suba—or g out as gay. They like cipherg .”The light among niche dience groups “dg” the hts Suba ads surprised the marketg team—and the se of s gay-iendly ads, so did straight dienc’ ignorance.

HOW SUBA SAVED SELF BY MARKETG TO THE GAY MUNY

While many gay and lbian nsumers loved the shout-outs the license plat, straight people would only notice featur like a bike rack.

Poux, who helped e up wh the license-plate ia, says he held foc groups wh straight dienc where he’d show ads featurg gay upl. Even after an hour of talkg about gay issu, they’d thk a man was shoppg wh his uncle.In articl at the time, Suba executiv said they felt uncerta about the “trigue” created by the perceptn of “secret dg.” But Poux says there was some fort the fact that the gay marketg went unr the radar. As more pani began marketg to LGBTQ dienc, such dg—which fell unr the tegory of the new marketg term “gay vague”—beme a way for pani to reach queer dienc wh mimal risk of a nservative backlash.That said, Suba did not hi s support of gay and lbian ctomers.