Who doesn’t love a commercial with gay undertones? More often than not, gays and lesbians have been used to add humor to an ad campaign. Lately though, the LGBT community is being shown in more of a positive light and not just as a punchline for a comedic commercial. Progress indeed. It truly does get better *wink*.
For Gay Pride Month in June, AdWeek.com compiled their 50 favorite gay-themed commercials from all around the world. They divided the clips into six different categories: Surprise, he/she is gay; Don’t tell Mom!; Swings both ways; Actually straight; Lesbians are hot; and Activist. I checked them all out and selected my ten favorite from their list. Check out which ones I liked below.
COUNTRY: South Africa
One of my favorite gay-themed ads of all time, even if it does have a bit of a “homo-queasy” punch line.
AGENCY: McCann Erickson
Now this, this is just hilarious.
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.
Not all inclusive ads have to treat gays like straights. Bianco Footwear made an entire campaign about homosexuality being a great way to double your shoe collection.
There’s also a lesbian version
AGENCY: Henderson Bas Kohn/The Corner Store
A recruitment mockumentary from Toronto’s gay rugby team, the Muddy York Rugby Football Club. A guy comes out of the closet and realizes he loves men … and rugby.
AGENCY: St. Luke’s
Does this ad perpetuate stereotypes or just have some edgy fun with them? You could argue either way, but the sheer fact it was made at all says a lot about our comfort level with discussing gay sexuality.
AGENCY: Public Interest Productions/Radical Media
One of the few ads that show gay people being active in a subculture, especially one as adrenaline-fueled as skating.
AGENCY: Leo Burnett
This couple actually has more in common than they think.
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.
A fun ad with a cool twist, this Austrian spot for Ikea is one of many that seem distrustful of bisexuals.