Love is Love, Family is Family. Brands That Embrace LGBTQ+ Families in Advertising.
Like a rainbow, families come in different spectrums. Whether a family is made up of a mom and dad, dad and dad, or mom and mom, at the end of the day, love is love.
However, it wasn’t until recently that diverse family compositions were celebrated. Not only is LGBTQ+ family visibility in the media and among brands important for both progress and acceptance, but it also helps children growing up in a same-sex household to understand that their family is like every other, based on love.
So, in honor Father’s Day and Pride Month, we’d like to recognize brands that have taken a step towards authentic inclusivity of the LGBTQ+ community. Check out our top picks below:
Campbell’s
The essence of this commercial is not in the music, any special characters, or graphics, just the one-on-one connection between a young boy and his dads. Campbell’s campaign titled “Made for Real, Real Life” is a reflection of the changing times in a modern America.
Chevrolet
#TheNewUs campaign also symbolizes a new America, advanced by multiplicity and togetherness. Chevy recognizes that their product is not the only thing changing with time. Their overall beautiful message is, “While what it means to be a family hasn’t changed, what a family looks like has.”
Honey Maid
A reoccurring theme in many of these advertisements is change. Though the wholesome snack company hasn’t changed much of their recipes, boasting that, “We’ve had a few different looks and a few different names. But through it all, we’ve stayed wholesome and delicious—for nearly 90 years.” Yet, their outlook on a traditional family dynamic has drastically changed. To see them include such a diverse cast of families demonstrates that towards a diverse and inclusive mindset.
Wells Fargo
Get your tissues out because this one is a total tear-jerker: As a lesbian couple prepares to adopt a young girl with a hearing impairment, they learn sign language. The use of no audio track makes the spot much more impactful in its storytelling. I know it’s not Father’s Day related but Mother’s Day was last month, so sue me.
It is important for brands, now more than ever, to express inclusivity in their communications plans. Though same-sex couples date back far into our history, there continues to be discomfort with the idea of rights for the LGBTQ+ community, let alone seeing them in day-to-day campaigns.
By appealing to the LGBTQ+ community, companies are actually reaching a much larger audience of people who are supportive of gay rights. Overall, a win-win for us all. Just remember, we are a $1 trillion buying power who looks for authenticity in any brand speaking to our community.
If you’re looking to reach LGBTQ+ consumers and not sure where to start, make sure to reach out to us. We don’t just preach diversity and inclusion, we enforce it in all of client campaigns and the way we operate.
HAPPY PRIDE!
Maurice Chavez is an Art Director at FCG.
