With summer and Pride upon us, many people our having a little more time to enjoy the movies, catch up on DVR'd favorites, or just flip on their new digital TV signal. This past week, three advertisements with LGBT references or issues hit TV and local theatres, yet only one made brief headlines. A quick summary of each is below:
(via Queerty) Long-time inclusive advertiser, Orbitz, released the above advertisement with it's subtle reference to LGBT audiences (check out the HRC-esque logo on the one golfer's polo).
(via Joe.My.God) Similarly, fast-food Taco Del Mar chain's spot for their roasted fajita burrito gave a quiet shout out to LGBT surfers by the inclusion of a Gay & Lesbian Surfer Association sticker on the first surfer's board. Both of these symbols, largely recognized by only our community (I didn't even notice the GLSA sticker, but we don't catch many waves here in the Midwest). Both of these ads fall into what former FH client Commercial Closet called "gay vague" advertising.
Personally, I felt both spots show progress, depicting LGBT individuals as everyday participants on the links or on the shore, interacting with our straight counterparts. At a time when America is highly divisive and the LGBT are depicted at times as outsiders or in several unflattering or inaccurate lights, it is critical to tell our personal stories as just another friend, family member, co-worker or colleague to others — both in person and in advertising.
Our lives and our issues though can still raise some controversy,as Whitman-Walker Clinic in Washington, D.C. discovered last week when it tried to advertise its AIDS Walk Washington fundraising event in D.C. movie theaters through in-theatre network National CineMedia. The ad's reference to AIDS and HIV were asked to be changed to "socially transmitted disease" as their ad guidelines prohibited such mentions. AIDS Walk was ok because it's in a name, but a frank conversation about HIV and AIDS should be rewritten to a more acceptable (?) "socially transmitted disease." The initial decision lit up the blogosphere and several people reached out to National CineMedia to express concern and disappointment in the decision.
National CineMedia quickly reversed course, with statements that noted the intial decision was made by an "overzealous employee" and that the guidelines were criteria for evaluation, not definitive laws. Again, this shows progress, as well as a need for better employee communications for us all about inclusion and sensitivity training.
So this Pride and summer keep a look out for more LGBT advertising, and let us know here at the Out Front Blog who's doing things right and who could use some work. Also, get involved with the local AIDS Walk or other local community philanthropy events this summer (there's walks in Chicago, Los Angeles, New York and San Francisco to name a few) and give back to your community. Your actions will speak volumes — and you might get a chance to share your story with someone new.
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