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Is Coke gay friendly or not?
Posted by: Mike Wilke
Coca-Cola earned a perfect 100 from the Human Rights Campaign in the US and just debuted a commercial in the UK featuring a gay wedding. But it cut the wedding scene for the commercial in Ireland and has chosen to sponsor the winter Olympics in Russia, which is coming under heavy fire for its new anti-gay law and indifference to homophobic violence.



James Franco Dropped By Advertising Campaigns Over His Gay Themed Films

Posted by: Adam Stazer
http://www.back2stonewall.com/2013/03/james-franco-dropped-advertising-campaigns-gay-themed-films.html

In a red carpet interview last week at SXSW, James Franco suggested that he has been dropped from three advertising campaigns due to his involvement in two gay-oriented films he put out at Sundance, and not due to his image as the companies reported. He produced Kink and co-directed and starred in a forthcoming Travis Matthews film, Interior.Leather Bar. Franco suggested that this exemplifies the homophobia that still exists in American media. As many advertisers have already begun to notice, gays and lesbians will only continue to become an increasingly visible part of American society. While the exact reason for Franco having been dropped from these campaigns is unclear at this time, the depiction of raw gay sexuality as portrayed in these films was no doubt part of the conversation. Other explicit films depicting heterosexual sex rarely if ever raise an eyebrow among the public, and neither should these.



Gay-Themed Ads Are Becoming More Mainstream

Posted by: Danielle
http://www.huffingtonpost.com/2013/03/06/gay-themed-ads-mainstream-_n_2821745.html?ncid=edlinkusaolp00000003

Above is an article posted by the Huffington Post regarding the new Kindle ad that features a gay couple. I've been delighted to see this Kindle commercial running fairly often. What Kindle did really well in this ad was incorporate a gay couple into a story line that didn't center around their orientation. They essentially normalized this couple and more importantly they weren't necessarily the punchline. This is the best type of integration for LGBT couples in advertisements because it doesn't play off their perceived differences as a joke. Eventually more same-sex couples will seamlessly be incorporated into advertising, and it’s novelty will wear off with every ad (which the article refers to a bit as ‘going mainstream’), but that’s simply the process of normalization which I think should be the ultimate goal.



Commercial Closet Resources

     
Best Practices Part IV

 

 

WHY DO IT AND DOES IT WORK? WHAT ABOUT BACKLASH?

1. Lots of companies are already doing it. Over 1000 corporations and 500 ad agencies are represented in CCA's Ad Library, in categories such as alcohol/spirits, appliances, automotive, beauty, beverages, electronics, fashion, food, footwear, financial services, government, healthcare, media, packaged goods, restaurants, retail, soft drinks, telecommunications, travel, and more. Specific data is difficult to come by, as companies rarely share proprietary information. But many marketers have repeatedly incorporated GLBT themes into mainstream commercials: Viacom (81), Unilever (31), IKEA International (22),Virgin Group (17), Levi Strauss & Co. (15), Volkswagen (14), Coca-Cola Co. (13), Heineken (9), Diesel (8), SABMiller (7), Orbitz (4), Polaroid Corp. (4), American Express Co. (4), Hyundai Corp. (3),John Hancock Financial Services (2), Visa International (2).

2. Diversity that includes "sexual orientation" is increasingly important to companies, consumers, investors, employees, vendors and governments. Written policies and laws addressing the matter have become commonplace. They will expect it.

3. Consider your target audience. Is it really religious conservatives and the lowest common denominator, or everyday people? Across many age groups, from Baby Boomers to Generation X and Generation Y, a majority of the population is increasingly tolerant if not accepting of GLBT people. Don't forget that GLBT people are at least 7% of the population representing $641 billion in buying power, and they all have family, friends and colleagues who will act fiercely in their interest too.

4. GLBT themes and people in advertising reflects the true diversity of today's society and offers creative freshness and twist to old storylines.

5. Fleishman-Hillard/FH OutFront surveys in 2004 and 2006 found 81% of American adults indicated it did not matter to them if a company whose products they regularly use are also promoted to the gay and lesbian community. Asked what they would do if boycotts were initiated against companies promoting themselves to gays and lesbians, 46% said "do nothing" and another 19% said they would "speak out against the boycott."


About Commercial Closet Association
CCA advocates for advertising that respects the diversity of all, specifically gender identity/expression and sexual orientation, for a more accepting society and better business results. The organization provides tools, years of reporting on approaches that have and haven't worked, research, consumer feedback and input from marketing, advertising, media and education leaders, and an online library over 3,500 global video and print GLBT-themed ad samples.

The project is led by a board of marketing, media and advertising professionals. Project founder and veteran advertising journalist Michael Wilke began covering gay marketing at its nascence over a decade ago. He has written extensively for Advertising Age, along with Adweek, The New York Times, The Advocate and has appeared extensively on network TV.

(Revised 3/08)

 


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