Gay advert

(Check out the lesbian version here.)

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Gay and lesbian ads come in many forms, but bisexuals only seem to be shown one way: as opportunistic sex fiends. 

1. Ikea

   Click to view YEAR: 2010

   COUNTRY: Austria

   AGENCY: Unknown

   A fun ad with a cool twist, this Austrian spot for Ikea is one of many that seem distrustful of bisexuals.

2. Eclipse

   Click to view YEAR: 2007

   COUNTRY: USA

   AGENCY: BBDO

   Admittedly, not much happens here, but it was still enough to upset the American Decency Association, which vowed to boycott the brand over its "strong allusion to lesbianism."

3. Yes Satellite TV

   Click to view YEAR: 2003

   COUNTRY: Israel

   AGENCY: McCann Erickson

   Another "Can't trust a bi" ad, but Juliet seems to roll with it.

4. Durex

   Click to view YEAR: 2009

   COUNTRY: USA

   AGENCY: Fitzgerald+CO

   Now this, this is just hilarious.

5. Amstel

   Click to view YEAR: 2002

   COUNTRY: USA

   AGENCY: DMB&B

   This spot has sparked quite a bit debate on GLAAD's Commercial Closet forum.

   Anything.

6. Virgin Atlantic

   Click to view YEAR: 2004

   COUNTRY: South Africa

   AGENCY: BBDO

   One of my favorite gay-themed ads of all time, even if it does have a bit of a "homo-queasy" punch line.

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Ah yes, we finally arrive at the sexy lesbians, a timeless ad tactic of marketers who want to seem inclusive while usually just pandering to male fantasies.

When Guinness created this beautifully crafted spot in 1995, massive negative backlash kept the spot from ever airing. But you're not reading this anyway, are you?

Why do I bother? 

1. Castro Dresses

   Click to view YEAR: 2006

   COUNTRY: Israel

   AGENCY: Reuveni-Pridan

   This Israeli spot for fashion retailer Castro was apparently so good, it inspired the knockoff below.

2. Renault

   Click to view YEAR: 2010

   COUNTRY: Italy

   AGENCY: Publicis

   And this would be the aforementioned knockoff.

3. Levi's

   Click to view YEAR: 2008

   COUNTRY: USA

   AGENCY: BBH

   Levi's has gotten high marks in recent years for its inclusive advertising.

   In the cable version, the brunette took it a step further, saying to the blonde: "Let's make out."

4. Blue Light

   Click to view YEAR: Unknown

   COUNTRY: Unknown

   AGENCY: Unknown

   I assume there's an extended version where the three guys share some ChapStick.

5. Clothestime

   Click to view YEAR: 1996

   COUNTRY: USA

   AGENCY: Mendelsohn Zien

   Before their bread and butter was burger porn for Carl's Jr., Mendelsohn Zien was already trying to bring some erotica to advertising.

6. Impulse Body Spray

   Click to view YEAR: 2002

   COUNTRY: U.K.

   AGENCY: BBH

   What, doesn't this happen to you every day or so?

7. Mac's Convenience Stores

   Click to view YEAR: 2007

   COUNTRY: Canada

   AGENCY: Bos

   One of several short Web videos created as viral marketing for the new "WTF" orange drink being sold by Mac's Convenience Stores in Canada.

   This was the first time a Mexican advert had featured a gay couple and the response was amazing!

   British Airways

   This centenary advert by British Airways celebrating their 100th year anniversary delves deep into inclusivity featuring people from various backgrounds, races, shapes, sizes, and sexual identities.

   Relating to LGBTQ+, the heartwarming advert features a trans person prominently, a gay couple mentioning leading revolutions, alongside a bunch of celebrities.

   Guinness

   This short film was part of a Guinness’s campaign celebrating British rugby players who are “made of more”.

   Gareth Thomas is one of the most successful Welsh rugby players of his generation – he is also gay.

   And he's quite the showman.

8. Israeli Gay Youth Organization

   Click to view YEAR: 2006

   COUNTRY: Israel

   AGENCY: Unknown

   You know you've made a good gay-rights ad when you don't even have to show—or say—that the characters are gay.

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Finally, we get to the holy grail of advertising for those who've sought gay equality: inclusive, respectful (and usually quite boring) ads that treat gay people like anyone else.

So, how far do you feel we've come since then? Although some companies seem to ‘jump on the bandwagon’ when it comes to these issues, there have been quite a few well put together advert campaigns which really pull our heart strings. 

Here are 10 of our favourite adverts (in no particular order) which are sure to bring smiles, tears and laughter!…

Starbucks

This Starbucks advert won the Channel 4 Diversity Award last year (2019), for showcasing and acknowledging the struggles that Transgender people deal with during their life through gender transition.

It’s something as seemingly small, such as writing a name on a cup or calling somebody by their chosen name that is a symbolic act of recognition and acceptance. 

McDonalds

This advert for McDonalds caused upset with religious groups in Taiwan for releasing this heartwarming gay advert for the McCafé brand.

Although displeasure from many conservative groups in Taiwan has been displayed for this move by Mcdonalds, we love the power behind this advert and it’s definitely a bold move that brought a tear to our eye!

Burger King

Back in 2014, Burger King stood by their values of “being bold, empowered, accountable, meritocratic, and fun” with this advert that coincided with the San Francisco Pride.

‘The Proud Whopper’ was a limited edition burger with rainbow packaging as part of the “Be Your Way” campaign.

Still, here are a few of our favorites.

1. MakeHomosexualsMarry.org

   Click to view YEAR: 2010

   COUNTRY: USA

   AGENCY: Saatchi & Saatchi

   In this Web video supporting the overturn of California's Prop 8, Justin Long and Mike White showcase the pet peeves that gays share with straights: passive-aggressive jabs, late-night pornography, penis surfboards … you know, the usual.

2. PFLAG

   Click to view YEAR: 2003

   COUNTRY: Canada

   AGENCY: ZiG

   This series of Canadian PFLAG ads has the same message as the Justin Long clip above, but this spot comes off so dark, it's practically doing a disservice.

3. Bjorn Borg

   Click to view YEAR: 2008

   COUNTRY: Sweden

   AGENCY: Farfar

   When fashion house Bjorn Borg decided to launch a fully inclusive dating section of its site in 2008, the Swedish brand decided to go a few steps beyond just supporting gay marriage.

4. EuroPride 2009

   Click to view YEAR: 2009

   COUNTRY: Switzerland

   AGENCY: TBWA

   There's a little gay in all of us.

   Never has an ad so perfectly matched the product name.

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We could dedicate an entire list to gay-rights activism in advertising, but we'd rather focus on the mainstream work. Several bisexuals found it positive and respectful, while others dismissed it as a male fantasy celebrating promiscuity.

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Not all gay-themed ads are actually about gay people.

Check out the collection after the jump.

Probably the most common way homosexuality is used in TV advertising is as a dramatic twist (or sometimes a punch line). Others are surprisingly clever.

1. Marmite

   Click to view YEAR: 2003

   COUNTRY: U.K.

   AGENCY: DDB

   Many gays were offended by this British spot's apparent revulsion toward man-on-man makeout sessions.

   Keeping it mum around Mum (or Dad, or a co-worker, or a spouse) is another common theme. 

    

   1. McDonald's

      Click to view YEAR: 2010

      COUNTRY: France

      AGENCY: BETC Euro RSCG

      Subtle and surprising, this McDonald's ad sparked lots of buzz around the globe by bringing gay-friendly messaging to one of the biggest brands on Earth.

   2. Absolut Cut

      Click to view YEAR: 2006

      COUNTRY: Australia

      AGENCY: TBWA

      Subtitled subtext is a pretty tired ad cliché, but it's a nice way to show how much goes unsaid when parents and children decide to ignore the obvious.

   3. Hyundai

      Click to view YEAR: 2006

      COUNTRY: Sweden

      AGENCY: Leo Burnett

      This couple actually has more in common than they think.

   4. Toyota

      Click to view YEAR: 2006

      COUNTRY: USA

      AGENCY: Saatchi & Saatchi

      Hard to blame the dad here.

      Here are 10 ads that put subtly different spins on the surprise ending.

      1. Miller Genuine Draft

         Click to view YEAR: 2001

         COUNTRY: USA

         AGENCY: JWT

         If you'll buy people drinks without even knowing what they look like, you're obviously not the narrow-minded type to begin with.

      2. Solo

         Click to view YEAR: 1995

         COUNTRY: Norway

         AGENCY: JBR

         A classic "Oops, gay!" approach, this time used to sell Norwegian orange juice, though the product gets a bit lost in the mix.

      3. Silverjet

         Click to view YEAR: 2007

         COUNTRY: U.K.

         AGENCY: M&C Saatchi

         Since an airplane is the only place where you really find co-ed bathrooms these days, I have to assume women are constantly having sex in the stalls everywhere else.

      4. Greater Philadelphia Tourism Marketing Corp.

         Click to view YEAR: 2004

         COUNTRY: USA

         AGENCY: Unknown

         Philly tourism brings history and homosexuality together, without even turning it into a joke.

         This goes with their perfectly advert title “You Can Make It”.

         Renault

         This 2 minute advert celebrating Renault’s 30th year in making the French cars is a beautifully created lesbian love story.

         Featuring the cover track of Wonderwall by Rahel Debebe-Dessalegne the short film features two girls who grow up through their normal lives separated from childhood friendship only to rekindle in the fairy tale type story-line by the end!

         Colgate

         This Colgate advert was perfectly timed, coming out just weeks after the Mexican President proposed the inclusion of same-sex marriage in their country.

         Portraying the pivotal role of meeting new neighbors when moving house.

         Let us know in the comments! 

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