Question! Are you more likely to support a brand if they release an ad targeting or showing support for the LGBT community? With new man-on-man ads from the Gap and Ray-Ban, as well as the JC Penney lesbian mother “controversy”, we felt like this would be an interesting topic of discussion for a Friday morning (or whenever you’re reading this).
In our opinion, it’s all about context. You can’t just slap a rainbow on something and make us want to buy it. What are your thoughts on this matter? In other words, we’re going to stop talking, because we’re actually more interested in hearing what YOU have to say.
– Dewitt
Click through to see more gay marketing campaigns:
It’s great. It is funny that for beer, it’s the 64 cal stuff. But by and large, it’s from brands that are popular both within and outside the community. I seem to recall people pointing out not too long ago that most advertising is targeted toward heterosexuals, it’s surprising when I see a same sex add, especially when they are openly affectionate.
In related news, I saw a Gatorade commercial last night…women’s soccer and a very predatory monologue under it that was kind of uncomfortably homoerotic.
Sadly, there’s not a single brand here I buy. I might boycott a brand that I deemed to be anti-gay, but I don’t like being pandered to even in advertising.
I think as well as appealing to us directly it raises our profile in the public eye even further, de-sensitising them to visable displays of homosexuality. That’s got to be a good thing, no?
LOL wow, I just loved those ads! I think this is a smart way to get our attention (mine at least), and it would definitely make me try some products by their company if I haven’t already (and maybe even recommend them to a friend saying something like “you know what? they’re not just good, they’re GAY friendly too, let’s support them!”). I’ve been taking many friends to Starbucks lately…
As a Marketer I ask the following:
1. “is the brand being patronizing?”
2. does the brand give back to the LGBT community in some important manner
3. is the brand a part of, top of mind or part of the LGBT community
4. what are the brands corporate positions on LGBT issues, benefits etc.
do they meet the requirements as equal opportunity employers regardless of
sexual preference, gender identity or (same sex) partner/marriage benefits
You gotta walk the walk for my money.
I think it’s great, a lot of the brands are already brands I support and I think it’s great to see them supporting us. Contrary to the marketer above me, I don’t expect these brands to give back to the LGBT community or any other foolishness like that, just as I don’t expect them to go pouring their money into the straight community. These companies are here to make money, and by targeting us- they’re taking steps in the right direction. We should be celebrating the fact that ads like these aren’t being boycotted or destroyed. One small step for gays!
I saw the Miller Light add in a straight bar in Alabama!
But that’s not going to get me to drink shitty beer.
Jester you said it best. People seem to think that in order to be “gay friendly” or “gay supportive” etc you need to be giving something back to the G&L Community. As long as tyhey aren’t doing the opposite and supporting anti-gay orgaizations, I will spend my money where the best value is.
I really couldn’t care less about LGBT in advertising.
If you don’t support brands that acknowledge the existence of gay people…
you deserve to go back to the days where we were completely invisible.
These companies are taking the risk of alienating more customers than they attract
with these ads…while helping promote acceptance. Why bother if gay people don’t
respond?
Simply by existing, these adds create tremendous support for the gay community. They depict us and our relationships as normal and even aspirational. They do so publicly and loudly, and implicitly use their brand to endorse our cause. So yeah, these adds all make me feel a little bit better about the brands involved, and perhaps a little (possibly even more than a little) more likely to purchase the products involved.
There will come a day, when every intelligent brand will come running to us – unfortunately it is still reality that men earn more than women, thus a household of two women is most likely to be one with more disposable income. . . Until that day, I am proud to support brands that support us, in some of the above comments, people have commented on the idea of being ‘gay supportive’ The way I see it, a company that raises visibility and increases the idea of homonormativity in a heteronorative world – that IS gay supportive. As a student, I can certainly not afford to be buying Ray Bans, Diesel nor American Apparel (which is so expensive in the UK!) But as soon as Ben and Jerry’s same sex branded ice-cream came out, it went into my freezer.
At the moment, this IS gay support, and a gay man; Imma support them back!
When everyone catches on and the gender of the two people selling a product becomes moot, that will be a different story. . .
Well i think that those brands clearly knows that we are a potencial costumers but all depends what you like and not what they want us to buy. I preffer to support a brand for a cause rather than a product.
I’m more likely to buy in, but that may be because I live in Utah… and so those type of ads are pretty courageous since the company will be shunned for all eternity if you support the sinners. So yeah, I would show my support if they show me theirs.
the more support the better!
If you want my money, talk to me. To talk to me, use my language. Some hot chick in a bikini ain’t gonna do it. Unless it’s a drag queen. I love seeing my community reflected in sales ads. It’s a certain level of respect that is given.
Companies are taking the risk, but also understand the greater reward. First, I’d like to know where these ads are being displayed, because if they are only in gay bars (I’ve seen that Stoli ad in iCandy in Philadelphia) or publish in gay magazines or newspapers, then it’s not greater visibility for all, these ads are targeted to homosexuals for their specific viewing.
If these ads were on billboards in Times Square or being shown during the Super Bowl, that would be greater visibility to all. But if they are being shown in a very specific location and publication, then its just targeted advertising; the same way life insurance companies and mobile chair ads are shown during The Price is Right, because they know people who need them watch that show.
I’m just going by my own experience here, but gay men living in urban areas usually tend to have the following in common. First they rent apartments, therefore do not have a more expensive mortgage. Next, they don’t usually have cars, but rent them if they need to drive somewhere. Last, they don’t usually have children, meaning more flexibility for travel and social life.
No mortgage + no car payments + no kids = more disposable income.
If these ads are being shown in urban areas and gay oriented publications, then the companies are making a targeted push for a specific demographic in their preferred media and locality.
I applaud them for making the effort to appeal to the LGBT community, but its not because they want to move the world forward, they want to increase their profit margin.
The ads are funny, no doubt. But i wont necessarily by what they are promoting. For instance, beer. I don’t like beer, i don’t like the taste and i don’t recommend it to my friends. I know many gay guys who don’t drink beer for that same reason. I’m not saying that no gay guys drink beer but we are a bunch who prefers pink cocktails and other tasty drinks (alcoholic or not).
And some other ads just try to attract the LGBT community as a customer base but the product being promoted doesn’t always interest the LGBT. They are just pathetic attempts by the manufacturers to try and sell more. For instance, Virgin mobile. What is so different about Virgin Mobile that would push me, a gay guy, to buy a phone from them when there are a bunch of other mobile companies that have often better phones and better service?? The prices? The phones? or the hot guys on the ad? Some ads are just plain irrelevant and unnecessary.
On the other hand, some ads make statements that i can relate too. Like the “don’t hide” ad or other ads that inspire the straight society to be open the LGBT community and be less ignorant.
My thoughts exactly, you got the most important point
I don’t know, these ads actually seem kind of “safe” for me. With support for gay marriage on the rise, and going over fifty per cent, they’ve simply chosen the best time to put out these ads. Late enough so as not to be offensive to too much of their customer base, and early enough so that people will remember them as “those gay supporting companies” before it becomes common practice.
Also, marketing using images of gay men is both targeting gay men as well as women. If they were images of lesbians, it runs the risk of offending anti-gay groups AND feminist groups (including their male supporters), because if the women were to appeal to both gay women and straight male groups the females in the ads would have to conform to male beauty standards. Thus, these companies are able to portray their ability to be accepting without misogyny.
Absolutely safe.
The only ad that I think may break this mold is the J-Crew ad. It’s stripped down and is attempting to show us something behind the designer. It says something about the people pictured and could easily come from a feature about them, rather than be a strict advertisement. It’s also the only ad to feature a man of color.
It would make me look into whatever they were selling, but in the end I wouldn’t be swayed by the add alone. If after looking into it, there was a product that was better than the one with gay advertising, then I would go with the better quality product.
I think it is the politically correct thing to do, but I am not swayed by advertising one way or the other
Fucking love the Ray Ban ad. Makes me feel less guilty about overpaying for their product.
depends on the ad. the j crew one is pandering. its just them saying “look, we have a gay designer” as if that was somehow unusual. the vodka ad is literally just them putting a rainbow on it. but really good gay ads, like the angel hook up one at the bottom, are good. its not just a little gay, but full on sexy gay, and really shows support
Since brands have Marketing dollars set aside for PR, Cause Related Marketing and Special Events why not support LGBT?
Cancer Walk, NASCAR, NFL, etc. Money is only good if it’s spread around!
I don’t care to give my support to any business that states in its advertisements that the only gay men worth advertising to are “BMI-perfect” twenty-somethings. Why would I buy their junk if it’s obviously not manufactured for normal gay men?
Support these companies, they are my heroes!
As a former Gap Inc. employee, I know that they walk the walk and talk the talk when it comes to GLBT issues and employees were able to add life partners to their insurance plans, etc. I also believe in the product.
I like the Ray Ban ad, but find the American Apparel ad, Avis and Virgin Mobile highly insulting. It is my own belief that the general public is contantly thinking that homosexual people are highly well, sexual. I don’t need nor want the public thinking me as a top or bottom…or “hooking up” it’s none of their business or anyone elses for that matter unless I am going to engage in a sexual activity with you. I simply want to be someone that loves another man and given the same rights afforded a heterosexual couple.
My opposition to the Avis ad is simply the reference to what I believe to be one of the most vapid shows every produced and aired, the A-list. Again, just my belief, but that show sets us back and reflects poorly of how I want to be preceived as a gay man.
I think they’re all great. The sexual ones dont get too heavy so I dont mind how ‘sexual’ it might look
A little off the mark, but is it just me, or does the guy on the table in the Virgin ad look like Topher Dimaggio?
I would but not because of an advert. It might make me investigate behind the scenes a little more as to what they put their money into, their ethics in relation to employees who are glbt, and in what ways they give back to those who give to them. A spunky advert doesn’t hurt though….
Its because pride is right around the corner and the economy is still in the toilet. Gays have more expendable imcomes so the advertisers are making us a target demographic.
The Avis ad was from 2005-2006, well before that terrible, terrible show.
Looks like they were advertising clothes for Siamese twins on the billboard.