Advertising reflects society. More often than not, it presents an image built on traditional views of sexuality, gender identity and gender roles. However, in recent years, brands have been presenting a more diverse world view. The ads below are some of the best examples of LGBT representations from the industry. Some went viral, others prompted bomb threats. But what unifies them is a commitment to highlight LGBT people and challenge traditional thinking.
1. Ikea: Dining Room Table (1994)
In 1994, Ikea became the first brand to feature a gay couple in a national TV ad. This itself is a landmark, but what really makes the ad stand out is how casually the relationship is depicted. There’s no shock factor or camp stereotyping (which would have been easy for an interior design company) but just an honest depiction of two guys buying a table.
The recent wave of gay couples in adverts, especially in the US, can be traced back to this Ikea spot. However, the LGBT community is not uniquely made up of white, middle-class men. This is why the next three campaigns are noteworthy.
2. Barneys New York: Brothers, Sisters, Sons & Daughters (2014)
Fashion brands are increasingly diversifying the models they use. Upscale department store Barneys New York set itself apart with its spring 2014 campaign that featured 17 transgender models. Not only did it provide the models with a platform to tell their stories and challenge preconceived notions and stereotypes, the retailer also donated 10% of one day’s profits to two LGBT charities.
3. Google: City Gym (2015)
Transgender issues have become a cultural talking point in a way that we haven’t seen before. This deeply powerful film from Google tells the story of Jacob and the gym that helped him during his transition. It deals with the subject matter in a frank and honest way and never feels exploitative.
4. Smirnoff: Voguing (2015)
Our film for Smirnoff celebrates the LGBT subculture of Voguing – an artform whose very essence deconstructs traditional notions of gender and sexuality. The vibrancy and openness of this community is a perfect match for the brand. Also important is its diverse representation of LGBT people at the cutting edge of contemporary culture.
5. Anouk: Bold is Beautiful (2015)
In a country where homosexuality remains illegal, the importance of this Indian ad cannot be overplayed (although its creative execution is questionable). This is India’s version of the Ikea ad above – an important leap forward, though a very safe one. Within days of its release, the ad went viral and sparked debate on equality in India.
6. Stonewall: Some people are gay. Get over it! (2009)
A modern classic – bold, simple and iconic. It states an obvious human fact that verges on the banal, which is why it works so well. Gay people are not a deviant, marginalised ‘other’ – they’re unremarkable, ordinary humans just like everyone else. Get over it.
There we are: six ads that have broken stereotypes, challenged traditional thinking and helped drive LGBT awareness in mainstream culture. It’s no coincidence over half were produced in the past few years. Advertising themes typically lag behind TV and film, and LGBT representation is no different. Now that we’ve caught up, it’s important to keep diversity at the forefront. Here’s to a new and inclusive phase in mass communication.
Nick Rowland is a brand manager at 72andSunny Amsterdam
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