Say you’re trying to promote a new campaign for a huge client, but that client just can’t quite get over its fear of negative reactions because the campaign focuses on an LGBT relationship.
Sounds like 2005–but according to our parent outlet Adweek, it’s still very much happening today.
Ad agency Saatchi & Saatchi New York recently created this campaign for Procter & Gamble’s Tide:
Standard, completely inoffensive ad for 2015, right?
One might think so. But it’s only run in Canada–not the U.S. And irritated fans have launched a Change.org petition to get the company to start airing it south of the border.
In light of that news, P&G PR told Adweek’s Tim Nudd:
“We are happy to see such a positive reaction to the commercial. We’re evaluating this ad along with others we have planned for potential rotation in the future.”
We read this to mean that the brand, unlike Honey Maid and others, still has some residual fear over potential backlash about the ad…even though its parent company “proudly” joined in the festivities when the U.S. Supreme Court made gay marriage legal nationwide this summer.
In other words, brands are happy to be brave…as long as they’re 100 percent certain that the move has no downside.
Progress is slow.