“No gays please, we’re advertising.”

Advertising is a pretty progressive industry. We like to think of ourselves as an enlightened bunch. Some of our best friends are gay. Hell – some people in advertising are actually gay. Seriously. And yet, we all seem reluctant or incapable of portraying same-sex lifestyles in our work.

There are gay creatives, planners, producers, directors, clients and actors. And yet in adland, it seems gays don’t need mortgages, don’t drive cars, brush their teeth, play bingo or use low-fat spreads as part of a calorie-controlled diet.

There’s no question we should include ethnic minorities in our advertising. Who would even dream of digging their heels in to preserve an all-Aryan cast? We’ll feature empowered women. Strong-willed kids. And moonwalking Shetlands. But where’s even the token homosexual? They can’t all be at G.A.Y. screaming for a Kylie encore – or in hiding, surreptitiously unpicking the very fabric of our society.

Did Chitty Chitty Bang Bang’s child-catcher change tack and start prowling the streets playing Barbara Streisand from a float pulled by French bulldogs, loaded with rainbows and glitterballs?

chitty chitty bang bang

Dropping the G-Bomb

obama

Benetton have deliberately courted controversy over the years – some executions playing ‘agent provocateur’ with same-sex relationships as their political football. But why can’t gays feature in ads because they’re normal consumers who just happen not to be heterosexual?

Look, it wouldn’t take much to stand out a mile in the UK straight-acting ad-scene. Feature gays. Leading normal lives. Arguing over dog food, trying out sofas, comparing their car insurance, living out their later years with a private pension.

Ikea ran the first gay commercial ever aired on US television in 1994. It ran for a few weeks until there was a bomb threat at one of their stores and was subsequently pulled. Have we moved on since then?

It must seem alien for gays to see themselves represented in TV shows and films but have their very existence given the cold shoulder when the ad break arrives. The few examples I’ve seen just use homosexuality as the rug-pull, the reveal, the joke. “Oh I get it, she’s actually a lesbian.” Gag, packshot, endline. Cheap.

JC Penney vs One Million Moms

JC Penney in the US used Ellen deGeneres to front their campaign which led to a storm of protest spearheaded by a Christian group calling themselves One Million Moms. They wrote, “By jumping on the pro-gay bandwagon, JC Penney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.”

So far, so predictable. But two silver linings emerged:

1: One Million turned to be a tiny fraction of that figure.
2: The backlash spawned its own backlash. The #StandUpForEllen campaign gained 50,000 signatures almost overnight and helped prompt JC Penney to er… ‘come out’ and say Ellen was their perfect brand ambassador.

In that distant land called real life, gay marriage is here. The Prime Minister – a Tory – is pushing for more rights for gays. And who’s to say he’s wrong?

Guinness made an infamous commercial portraying a gay couple back in 1995. It was ready to run, word got out, people were up in arms, the world was clearly going to end and the client lost their nerve. And in so doing, they compounded the very problem they set out to address.

Is it time for another try?

Papas and Papas

One recent exception is a Mamas and Papas campaign for their Urbo buggies, featuring heterosexual mums and dads, single-parents and a genuine gay couple and their little boy, Blu.

The press release states, “How We Roll celebrates the diversity and individualism that forms the makeup of the modern family, for whom parenting has simply become a positive extension of their current lifestyle.”

papas and papas

There have been mixed reactions. On Netmums, some are highly supportive – “The world is changing and it’s about time all loving parents are catered for in adverts” – while others chime in with not wanting to have this sort of thing “shoved in my face.” Freud would have a field day.

Even the gay community was sceptical. Were they being used simply as a PR stunt? Were the ads really running? It seems there are pitfalls and suspicion whatever your intentions.

Creatives want to create. We want to invent brand new stuff, never before seen. And yet there’s this vast expanse of unexplored territory: overlooked at best, taboo at worst.

It’s a rich, emotive area, surely. Love against all odds. Unconventional is cool, right? Overcoming prejudice, defying conventions, being true to yourself. You could have this space all to yourself. Column inches galore and plaudits for being progressive and well… real.

It doesn’t have to be gratuitous. No need to shock. In a way, the most shocking thing is that one of the most enlightened industries in the land is lagging so far behind the real world.

59 thoughts on ““No gays please, we’re advertising.””

  1. like these eso gold… I bring these pretty much every single day, given that they match just about every thing. a lot of individuals cease and examine them as I walk down the road, and that i get compliments on them all time.

  2. polluting of the environment in addition to stormwater run-off through property. In the aftermath of the acrylic spill, [url=http://www.abolgokh.com/support.php?p=oakley-gascan-sunglasses]oakley gascan sunglasses[/url]
    Which ends tonight’s live blog site. Intended for studies, examination and ongoing live protection from the AFL period, be soaked to this site. [url=http://www.abolgokh.com/support.php?p=oakley-gascan]oakley gascan[/url]
    Original versions primarily had wooden paneling about the inside, making for darker corridors. Citrigno added skylights inside crucial locations, exposed a new walls between your kitchen and also living room in addition to gone most white colored, delivering an elegant, contemporary really feel. cheap michael kors outlet
    It’s not the 1st time AWF provides totally leading man for you to human being and also dog love. They have been at it considering that 3 years ago, and they also helped a person bid farewell to their ponies in The month of january. [url=http://www.adonim.de/tragen.php?p=louis-vuitton-online]louis vuitton online[/url]
    Dont worry, although.

  3. Really, let alone. Seems as though I had formed arrangement our LUNs properly, the problem ended up being using ESXi not necessarily linking properly through the GUI. I had to do this for you to mount the particular LUNs:

  4. I actually strongly go along with the basis within your disputes with all the RIAA. $1M intended for 8 tracks will be absurd. How do they have obtained away on this looting for too long? I must say i trust and also pray which you all are productive in this case and the judge cases are stay in order that the RIAA is usually revealed for the Shylocks they and their lawyers/advisers usually are.

  5. Furthermore, in phrases of accomplishing real world backups, it truly is definitely a good suggestion. But that won’t aid Yoga exercise mat Honan in the event the option and scarier predicament happenned: The simple fact that typically the online hackers erased the products is simply not the actual most detrimental that may come about. At least Mat knew he’s hacked a couple of minutes right after currently being sacrificed. What in case the cyber-terrorist had been a lot more devious? They can possess hidden the fact that your dog is hacked in addition to slowly build up his / her id information more than a long period of their time. Using these covertly thieved id information, the actual online hackers could have slowly but surely wrecked his / her lifestyle (eg get a loan in his brand, splurge offences together with id, employ his or her bank-account for a espadrille bear in mind that laundering). It will be a lot more hard pass though this type of ‘slow‘ hack. In this specific choice situation, copies would not spend less him or her. He can have a much far more diabolical trouble!

  6. Exactly how is usually Last. fm not necessarily within this listing… additionally, have a look at tuberadio. com daaah, because the concept states: alternatives to help thomas sabo and also LASTFM simpleton!

  7. hi, Hey i highly recommend you assist me to replace the elgg, societal torch concept to 1. eight Please time to share know that webpage in mod to help revise to generate my personal format utilizing the present efficiency U need to build your very own ‘layouts’. Ex., straight into folder ‘views

  8. I scarcely depart a reply, on the other hand i did several searching in addition to appeared right here Fran Fights Rear » Reveal Your Report. And I really have a couple of concerns for you should you really don’t brain. Would it be merely us or maybe can it seem like a number of the remarks look like they can be compiled by mental deceased guests? Along with, for anyone who is posting in supplemental websites that are online, I’d like to follow everything fresh you will need to posting. Would you make a list on the complete web addresses of the discussed websites the Facebook web site, twits foodstuff, or maybe linkedin profile?

  9. Should you be not actually in the united states subsequently to get to all the mausoleum please take a bargain airline flight in order to Beijing and go Xian in the teach provider. In the Xian railways rail station you can actually have any option 306 tour bus of which goes to your Terracotta museum thirty kilometers east with the area. You’ll have to pay a good appearance price about available 20 GBP upon entrance around the public that in addition incorporates any charge for your a quarter-hour documented concerning the put along with the figurines inside the Native english speakers terminology which is certainly seriously worth viewing. One check out the best place can be simply by getting basic steps which have been pretty readily accessible within the entry ways entrance, a second is certainly by simply possessing a stereo cd and dvd just for no more compared with 1 GBP plus picking a expedition from your own through the help of that help and advice made available from typically the cd disk. wangyan20140410

  10. 総外観MBYに関連するWebページ上の51の調査をテストしますGTA医師はofsindexを意味してから、元々とんでもない健康的な体重に分類されて、多くの人々がunwanted.Underに健康的な体重の男性と女性を脅かすために露出を持って決定を醸し​​出すいずれかに起因する死滅 よく下18.5 1.8インスタンスを受け取るに体格指数を持って、特に一部の人を含めると24.9、ケーススタディencountered.Inコントラストに向けた18.5の中で「慣習」ボディマス指数とのそれらに比べて逝去に似高い可能性、 (あなたがする実際に34.9が必要な場合は30に体格指数)などの重みなさ国民は1.2期間はかなり可能性が高いとは対照的に、少なくとも5多くのフォローアップ中にこの人生を出発するつもりになったものallnaturalポンドの女性。
    シャネル 財布 新作

  11. I agree through July, we far too are in Arkansas & not too long ago is a initially winter weather by using a number of 8264.pink2.net, & we Plenty of hail! they can retained the base therefore comfortable as i had been in the workplace & school. & since i have are working for a new doctors of chiropractic work, internet marketing consistently on my little legs except for ONCE did they earn this footsies also heated :)! positively becoming a second twosome this kind of winter weather! irrrm a sucker for it!!!

  12. I personally get our zhvjn.pink2.net every day. You may convey all of them up or down. They go having any sort of attire of your house leggings as well as a coat or bluejeans and then a pair of shoes. We possibly even deliver them with pants in the summer. There’re for that reason comfy along with pleasant. That i perhaps position this smartphone inside to use hide your mobile with higher education. Identify edge happens your salt grows to individuals doesn’t meam they are as lovable. People have a great number of wrinkles and even suffer a loss of his or her’s firmness, however overall Remarkable. I’ll try to not ever order a unique model of winter months zhvjn.pink2.net.

  13. Con respecto al gasto en ropa, el 43,24% de los clientes que siempre compran lo sit entre los 20 y 30 euros en una visita, mientras que el 30,12% emplea gasta hasta 50 euros en una compra improvisada. S un 16,21% de los compradores adquieren ropa por un valor superior a los 50 euros.

  14. If anyone will be curious, this great article “Mitt Romney’ s Strangely Foolhardy Penny-Pinching Compulsion” by simply Alex MacGillis at The Completely new Republic site displays precisely why Romney is totally proper not to ever relieve further tax statements, not so much for a intervalle a lot more. Just read this poo to see how far out and about into your weeds a fervent reportorial disadvantage designer like MacGillis will go while offered absolutely nothing of importance or maybe interest. It is just a work of genius connected with useless mudslinging with regards to imprecise conditions within the duty computer that will certainly influence Mr.. MacGillis which Romney is A BAD GUY. and nThe taxation statements of any effective trader, your company come as not surprising, usually are complex matters. To assess these individuals effectively calls for the skill sets of your scrivener along with a tax legal representative. Just in that case, right after carrying out these mind-numbing assignments, may any person be in a position to distinguish among what on earth is correct in addition to improper, legit as well as unlawful. Mister MacGillis even so needs all people to help miss right to the criminal prosecution period simply no strike that will on the penalties cycle. Romney’s prosperous. He’s got employed taxation reductions. Responsible? Naturally he is responsible. And also MacGillis’ became barrows brimming with wonderfully complicated in addition to hopelessly thorough info to feed the barrier course of his convoluted, thought-deadening, ahem, rédigée model. n nThe previous couple of months have demonstrated beyond get to regarding cavil how the felony enterprise in any other case generally known as the actual Obama for Director Marketing campaign offers acquired RESTING AS BEING A PLANNED METHOD. Ala Nike their own sentenza is definitely “Just declare it! very well Appropriately, the Democrats would love almost nothing much better than for you to inveigle their very own growing media allies in spending the following ninety days undertaking very little nevertheless discussing Romney’s taxes collection by series (and everyone knows that this music want important tiny interceiding inveigling). And to in the event we individuals might genuinely instead not necessarily, in the event we’d desire gouging available our view than digging just like termites into 4,000 websites involving tax returns, recognized in addition to separate specialists such as duty wizards Bad guy Blitzer, Erin Burnett, John Gregory, the actual aforesaid Mr.. MacGillis, and also George Stephanopoulos can be counted on to clarify for you to you the way suspicious along with my chivalry! perhaps how outlawed often the reduction reported on-line 53 associated with additional routine T (as amended 1983) extremely probable is actually; not even mentioning that mentioned credit is abuse of Phase 200-1g (section 512, subsection LII, sentences 69) in the Ut tax codes, along with helping, basically, typically the having of your criminal action contrary to the Governor because he or she evaded reporting profits acquired via white-colored slavery throughout infringement with the Providing Moonshine in order to Mormons Take action involving 1934, along with we will just schedule the a few months of Aug as well as Sept, to really get to the end of their. n nCats will run after canines in addition to snowstorm dark-colored prior to we ought to look at an end into the spectacle.

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>