In the wake of gay-recruitment-and-US-army hullabaloo (here & here), let’s take a look at some of the print ads and television commercials relating to LGBT (lesbian, gay, bisexual, and transgendered). Having a straight conservative philosophy towards life I was not much in the knowing that there is a considerable market force behind this demography.

Big brands either subtly or simply on-your-face way have been creating advertisements around homosexuality. Often, some of those become center of controversy. Yet, it seems, over the years, marketers have realized the potency of the LGBT market and are actively propagating for gay and lesbian consumers through their creative. Mostly, these ads are targeted to city dwellers as research says, they are single and have large disposable income.

I don’t have the latest stats, but according to the 2006 Gay Press Report, over 183 Fortune 500 brands are active in the gay consumer market up from 150 in 2004. The market size in 2006 was $641 billion. (I’m not sure, how accurate that data was, looks like more exuberance, less substance.)

The only thing that probably I would mildly object. It’s time, advertisers do justice to gays’ intelligence. A half naked is so stereotype. But then, often we do see straight men are also treated the same way, dull, intelligent way. That way, advertisers are equal to all.

Research has shown that true depiction of gays and lesbians in advertising reap better benefit than those who are gross or unnecessarily stereotypical.

This Hyatt Resort ad is an honest try to portraying gays. Hyatt is one of the first hospitality groups to reach out to gays to through advertising. This is one communication which reflects who they are and how the live. Two men embracing under a waterfall will surely get thumbs up from LGBT community.

American Airlines is another example of a major brand jumping into gay bandwagon. Looks like from 50s era, this vintage ad is showing two carefree men stepping off American Airlines together. Nice visual, guys wearing Hawaiian shirts with socks and loafers.

This ad for Snickers is not directly gay. The guy probably can’t manage the 50% extra of Snickers bar. Turned out to be homophobic. A lil bit too much on imagination? Border line gayish…

http://www.anotherqueerjubu.com/another_queer_jewish_budd/2008/08/gay-athletes-or.html

Fashion brand Kenneth Cole released this ad in 2004, the election yea, when gay marriage became a hot issue suddenly. The ad is showing two men holding hands, the ad copy read, “52 percent of Americans think same-sex marriage doesn’t deserve a good reception. Are you putting us on?” The copy has a seriously double meaning message. Kenneth Cole has been creating advertising sensitive to AIDS and gay issues.

This ad released by Oslo Gay Lesbian Festival committee, I liked the visual and conceptualization.

Dolce & Gabbana will take you completely by surprise. Some may call it objectionable, fashionistas have their own reason to debate.
Watch out for the D&G TV commercial where a hot guy and sexy lady are rushing to meet, they meet eventually, but the lady kisses another lady and guy kissed another guy.

Dolce & Gabbana Jewels television commercial

Link: Hyatt Resort, American Airlines, Snickers

Some TVs

Levi’s Strauss & Co.

A man in a sleek apartment tries on a pair of jeans but struggles to pull them past his ankles, when suddenly a phone booth containing a blond man partially erupts through the floor. They look at each other with mischievous smiles. Lowering his jeans back down for a moment, he forcefully pulls his jeans all the way up — turning his entire apartment into a complete outdoor street scene. The two men happily walk away together.

Pepsi Gay Commercial with a similar twist like D&G

Gay themed PSP commercial

Heinz Gay kiss commercial

OK, guys, enough gay stuff….I am now checking out this most beautiful and romantic song of all time (supposedly)…lol