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While a lot of people promised never to eat Oreos again (like that’s possible), it got hundreds of thousands of likes and nearly as many shares. One wouldn’t think a photo of an Oreo cookie with six rainbow-colored layers of filling would cause such a stir, but that’s what happened when the brand posted that photo with the word “Pride” and a caption that said, “Proudly support love!” on Facebook. It was the first-ever gay Ray-Ban ad and the message was clear: the most fashionable thing you can be is yourself. Never Hide.” But it wasn’t until 2012 that it became gay inclusive with a print ad that featured two sharply dressed men, walking down a busy street, holding hands. Ray-Ban launched its “Never Hide” campaign in 2007 urging people to “Never pretend. 2012: Ray-Ban Asks People to “Never Hide” Maybe it didn’t show two gay men together, but the names at the top of the check made the circumstances perfectly clear. 2006: Washington Mutual Thanks the Gay CommunityĪ decade ago, it was risky for a financial institution to make a statement coming out in support of gay couples, but Washington Mutual did it anyway with its simple, but very clear print ad thanking the gay community for letting it be a part of it. Unsurprisingly, Ikea received lots of angry phone calls, calls for boycotts, and even a bomb threat, but the head of marketing responded by saying, “This is just part of our overall strategy to try to speak directly to all kinds of customers.” Seems pretty simple and obvious now, but that was a huge deal just over 20 years ago. The company didn’t congratulate itself for its stance it just folded this particular storyline into its broader communications strategy. That alone was pretty fantastic, but what made this particular spot even more compelling was that it showed a couple just going about their daily lives and shopping for a dining room table.
#Bomb threat gay pride nyc tv
Ikea’s “Dining Room Table” commercial was the first national TV ad to portray a gay couple. 1994: Ikea Creates First-Ever Commercial Featuring a Gay Couple The photographs included a family portrait of a white woman and a black woman holding their Asian baby, five colorful condoms in the form of the Olympic rings for the 1991 Olympic games, and the final moments of AIDS patient surrounded by his family in a hospital.īenetton was one of the first companies to use advertising as a way to address social, political, and environmental issues, and though many mainstream print magazines boycotted the ads, ultimately it was a huge success for Benetton, which was one of the five most recognized brands in the world when Toscani left in 2000. 1989-1991: Benetton Addresses HIV, Racism, and Same-Sex Couples in the “United Colors of Benetton” Campaignīenetton is known for its provocative ads, but when the Italian clothing company’s “United Colors of Benetton” campaign (photographed by Oliviero Toscani) first appeared in the late 1980s, the public reacted not just with shock, but with threats of boycotts.
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Each of these campaigns were met with backlash initially (mostly on Twitter) but guess what-all these brands still exist and in fact, demonstrate the lasting power that comes when marketing, substance, and values align. To celebrate pride and how far we’ve come, we took a look at nine iconic marketing campaigns that acknowledge and celebrate same-sex relationships and the LGBTQ community.
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But in 25 short years, huge companies, like Allstate, Campbell’s, Hallmark, Chevrolet, Maytag, and Honey Maid have followed suit, often to profound effect. In fact, it took until 1994 for a gay couple to show up in a T.V. It wasn’t too long ago that LGBTQ issues and people simply weren’t acknowledged in mainstream advertising.