A new ad from Zales Jewelers is just what you'd expect of a jewelry brand at the outset of the holiday season—30 seconds of beautiful couples, sparkly rings, heartfelt music and emotional voiceover. But its inclusion of one same-sex couple has some people up in arms. More and more brands have been supporting the LGBTQ community, particularly since 2015's Supreme Court same-sex marriage ruling. Jewelers, in particular, have generally embraced the community—it's a good market for selling rings, after all.
Right now, it's Pride Month across the world—prime time for me, my community and our supporters to celebrate, advocate and participate in creating greater change and equality for all.
Campbell Soup Company's newest ad, featuring its Star Wars inspired soup, is centered around a popular line from the movie, although maybe not in the way that you'd think. The 30-second ad features a father feeding his son, and quoting Darth Vader's "I am your father." But then there's a clever twist that makes the spot unique.
After two decades of supporting its gay employees internally, Procter & Gamble publicly came out in support of gay marriage late last year.
Lots of marketers are surely hard at work on celebratory responses to today's Supreme Court decision guaranteeing a nationwide right to same-sex marriage. But YouTube, long a supporter of gay rights, moved the quickest this morning with a new #ProudToLove spot that's perfect for this historic day.
Tylenol is continuing its celebration of diverse families with a new commercial from J. Walter Thompson in New York featuring same-sex and interracial couples.
An Indian clothing company is out with an ad that news reports are billing as the socially conservative country's first to feature a lesbian couple.
"We're not born with pride. We take pride. Pride in celebrating who we were born to be." That's the message of Target's #TakePride campaign for Pride Month, shared across the retailer's social channels this week, and led by an 80-second spot that mixes animation, live action and documentary footage to create a message about awareness and equality.
Far too often, repression and discrimination fester in an atmosphere of silence, which makes it essential for those who can speak up to raise their voices for equality and understanding. That's the message of this minute-long film by McGann + Zhang, created for NYC Pride Month.
The mainstreaming of ads with gay couples, which really accelerated in 2014 thanks to brands like Honey Maid, continues into 2015—and now it's Hallmark's turn to join in. The greeting-card company is gay friendly—it's been making gay marriage cards since 2008. But it evoked some ire from the gay community in 2013 when it replaced the word "gay" with "fun" on a "Deck the Halls" Christmas ornament in 2013. Also, it's one thing to sell gay-friendly merchandise—it's another to feature a gay couple in a commercial, as Hallmark has now done in its new "Put Your Heart to Paper" campaign for Valentine's Day.