How do I love LGBT marketing campaigns? Let me count the ways:
{ 1 } They’re socially-conscious.
Call it a by-product of oppression, a Machiavellian marketing tactic, or just a tangible display of karmic generosity — LGBT ads take social progress to a new level.
This Argentinian commercial for Banco Provincia features a transgender woman, a bigoted man, and a story about forgiveness. (thanks for the link, Sam!)
And LGBT organizations willingly cross party lines to court unlikely advocates — such as Senator John McCain’s wife, Cindy McCain:
Cindy McCain for the NO H8 Campaign
{ 2 } They target smarter.
LGBT-friendly companies know how to target their audiences. Oh boy, do they ever. They make a concerted effort to show same-sex couples in everyday situations: shopping around for a mortgage, relaxing at home, walking the dog, or making out on the couch. Since these types of images are so rare in conventional media, they make a powerful impact. LGBT people want to see themselves represented accurately and authentically — and LGBT companies get it.
Angelic fellows for Virgin Mobile (which is also the primary sponsor of Lady Gaga’s Monster Ball tour)
{ 3 } They use role models — the right way.
Gay-owned and gay-friendly businesses use LGBT role models to create striking visual images. And they’re not afraid to play with conventions and stereotypes to get the message across.
RuPaul for l.a.Eyeworks
Randy Lapointe for Betteridge Jewelers
{ 4 } They place products powerfully (without pandering).
LGBT television programs use product placement in creative, non-icky ways — RuPaul’s Drag Race, which is primarily sponsored by Absolut Vodka, manages to work the product into the flow of the show in a logical, non-disruptive fashion. Their “Exceptional Moments” ad campaign — in which mega-star drag queens share intimate stories about their lives and careers — is nothing short of brilliant.
{ 5 } They give customers a voice (and a face).
LGBT companies use customer testimonials in authentic, relatable ways. Olivia Cruises comes to mind:
{ 6 } They’ve got MOXIE!
Gay businesses fly in the fact of convention, either because they cater specifically to a queer customer base, or simply because they’re innovative and off-beat. Subversiveness is sexy — and sex sells. Know what else sells? A healthy dose of humor.
Sumo ballerinas for Hotel Nikko in San Francisco
Next week, I’ll be posting an article on gay entrepreneurs and start-up ventures — including Unicorn Booty, my latest media obsession. Stay tuned!
But before I go, I gotta know: which LGBT marketing campaigns, companies and media icons are rocking your big, gay world?
Well, Unicorn Booty of course! : D
Looking forward to your day with us!
My favorite? Possibly MAC Viva Glam (especially the campaign with RuPaul!), but I am also partial to the ad campaigns around RuPaul’s Drag Race, since that show is friggin’ amazing.
Also – Unicorn Booty may be one of the best names ever.
NICK: Right back atcha!
TARA: The MAC Viva Glam campaign during Season 1 of “RuPaul’s Drag Race” was indeed amazing … I wonder why they didn’t sponsor Season 2, though? Oh, the intrigue!
I found this super cute one the other day, from a bank! of all places! http://www.youtube.com/watch?v=kEaGbTr8B2o&feature=player_embedded
S. ORCHARD: That video was so rad, I had to update my entire blog entry to include it. See above!
Maybe I’m a little biased, but there’s this sweet little theatre company recently started by two homosexuals who try to do at least two GLBT centered shows a year, and if it’s not possible, then they still make sure that all of their shows are socially forward…so for now we’re calling their marketing campaign my favorite :)
KATY: My girlfriend wants to co-produce a family-family LGBT Christmas Pageant called “Make the Yuletide Gay.” We should tawk.
Thanks for sharing the Absolut Vodka ad, I was not aware of it and I love it. We are running a poll in Youtube (youtube.com/bestgayad) and FB (facebook.com/pink.advertising) to choose the Best Gay Ad and we have gathered quite a big collection of LGBT ads, both tv and print. I would like to invite you to have a look to them and vote for your favourite ones :)
ADRIAN: Ooh, what a sweet contest! Thanks for sharing … and thanks for spelling “favourite” with a “u.” So civilized. Not like us heathen Americans!
Great post :)
Not an ad campaign, but the Vanity Fair cover with Cindy Crawford shaving kd lang was striking, sexy, gender-bending imagery.
(That’s McCain’s daughter Meghan, not his wife, btw. Though she has posed for that campaign, too. Her pic is here: http://bit.ly/dBANwt)
DIANE: YESSSS! I remember that Vanity Fair cover. Such a delight. Thanks for the correction re: Cindy / Meghan. Mea culpa.