It appears that as the LGBT community in many countries across the world become more and more accepted by and integrated with the rest of society, the media and a lot of companies want to talk more about them and include them in their campaigns. Whether or not these companies are simply cashing in on the “Pink Pound/Dollar” or wanting to create buzz or even controversy for publicity is debatable, but many of them have proven themselves to be supporters of LGBT people and pro-diversity when it comes to their employees and their target audiences. Below are some of our favourite adverts from recent times that feature LGBT people:
Already a favourite company for many LGBT people to shop with, Lush showed they love their customers just as much with their gay and lesbian ads as part of their Valentine’s Day campaign.
Iceland were one of the first European countries to legalise same-sex marriage so it is natural that their national airline were one of the first to feature a gay couple in an ad.
The odd chain store in the UK of this supermarket giant have come under fire over the years for some of their staff’s attitudes and actions towards same-sex couples but the company itself has shown they have nothing against us, which they reiterated with this much talked about Christmas ad that aimed to show how a diverse and modern Britain celebrates the biggest holiday of the year. That was the second Xmas ad in a row to include a gay couple.
12) Luvs Diapers
If there’s one kind of ad that gets people gushing over the most it has to be with babies in them. Luvs Diapers, owned by giant company Procter & Gamble released this adorable ad earlier this year. Procter & Gamble’s other offspring brands have also featured same-sex couples, families and even trans people (in India).
Homophobic and sexist bigot Jeremy Clarkson and his former similar Top Gear presenters would surely hate that the once-manly hobby and love of cars (back in their earliest days, anyway) are now being advertised to a wider, diverse audience than just straight men. Many car adverts now star women but more and more are beginning to include gay people too. Volvo are one company that featured a gay couple earlier this year in this cute ad. Ford in Australia and Nissan in Israel have also begun to target a larger audience with LGBT people in their ads too.
10) Thomas Cook
As we at Gay Homestays know so well, the LGBT travel market is one of the largest growing niches in the world so it is only natural that many of travel companies want to embrace us. Their Christmas ad last year was short but sweet as it included at least two same-sex couples to reflect a “modern population”.
Kellogg’s, one of the world’s largest cereal companies, released 8 new ads at the beginning of this year. One of them was of a real-life gay couple being interviewed about how they like their perfect bowl of cereal to be. Kellogg’s have also been named one of the best companies for LGBT employees to work.
Magnum are usually known for the very sexually suggestive videos of hot women enjoying their ice cream and sometimes the odd hot man too. But in their “Pleasure Is Diverse” campaign from earlier this year they went full-out pro-LGBT and same-sex marriage, which featured a lesbian couple’s wedding as the setting.
7) The Bank of Australia and New Zealand
Although same-sex marriage is still not allowed in Australia, that does not stop a number of companies there proudly and unashamedly showing their support for it there. Thankfully it is legal in New Zealand. The Bank of Australia and New Zealand’s heartwarming new ad encourages gay couples to keep holding hands in defiance of the ignorance they still face.
The world of sports has always been a tough one when it comes to supporting LGBT rights and tackling homophobia but Nike and other companies like Adidas have stood with us even if some of the sports they sponsor are not so open or friendly towards LGBT people or players. Although Nike’s latest ad in celebration of Pride Month doesn’t focus on any particular sport per se, it does acknowledge “vogueing” as a sport and features one of New York City’s most prolific “vogue” dancers to make for a very mesmerising and different advert. You can watch here.
Earlier in August, computer company Lenovo released their inspiring and also rather logical advert which *appeared* to be “getting rid of the backspace key as it shows people putting various stickers over it and crossing it out on their keyboard. Their tagline “Progress spelled backwards is ssergorp. Just one of many reasons going backwards makes no sense” also makes perfect sense.
Fashion is practically a part of the LGBT community and vice versa so it surely doesn’t need to be elaborated on on why LGBT people should be included in more brand’s advertising. Unfortunately, many still don’t and many also still separate their clothes by gender. But Diesel’s most recent ad “Make Love Not Walls” made a step in the right direction with the inclusion of a gay couple. It was also a very clever political stance against a certain U.S. president.
Coca-Cola got a lot of people talking over their last ad and for all the right reasons – unlike their main competitor Pepsi’s last one. The cute and hilarious ad stars two siblings vying for the same sexy pool boy – only to be beaten to him by their own mother. We think it’d have been even better if it was their father though…
Unfortunately Uber have been consistently bombarded with complaints that many of their drivers have exhibited homophobic attitudes towards them. But the taxi giants insist they are gay-friendly. And in the Philippines they even released an ad based on a true story of a gay guy and his crush, which was extremely cute. Now we’re just waiting on similar ads here in the western world…
Absolut Vodka have been pioneering the marketing strategy of supporting and appealing to the LGBT community – because alcohol brings everyone together right? For more than 30 years their ads have included LGBT people and targeted them as a key audience and 2017 was no different. This year’s campaign showed different same-sex couples from different countries to help remind us that it is still illegal to be gay or be married if you’re in a same-sex relationship in 72 countries around the world. With just one poignant ad they went all-out, politically and globally.
Which ads from our list are your favourites? Or let us know if there are any we missed that you would have included in the comments section below!