Critics Of An Ad Featuring A Gay Black Family Shows We Still Has A LONG Way To Go On Diversity

Critics Of An Ad Featuring A Gay Black Family Shows We Still Has A LONG Way To Go On Diversity
SHARE
THIS



Adland may be doing its darndest to foster more inclusive and diverse images in its messaging, but that’s not say everyone’s a fan.

A case in point is a new campaign from British catalogue retailer Argos that features a (presumably) black gay couple and their two kids.

The spot, which was shared on the retailer’s Twitter account, features the family enjoying a range of items in their garden for an outdoor movie night, including a popcorn machine, an outdoor projector screen, comfy seats and a children’s toy car.

Commenting on the spot, Argos said it was “proud to represent modern Britain”.

However, the ad’s touched a nerve with some Brits who claim it is a long way from representing modern Britain and family values.

Some going so far as to report the ad to the UK’s watchdog, Ofcom.

Check out the colourful work below:

Taking to Twitter, people offended by the ad posted: “So @Argos_Online isn’t interested in white folks then. Fine, we’ll use somebody else. See how long @Argos_Online lasts without white customers!!!”

Another added: “Can we not complain to @Ofcom? There must be something in the advertising standards @Argos_Online or are they just providing their products to black people now? Is this another company that needs to be boycotted?”

While a third added: “Have you thought that the advert features a gay, female couple?”

Thankfully, the ad found its share of supporters too with many people calling out the “racist comments” which were “embarrassing” and “disgusting”.

As one fan of the ad tweeted: “The ONE time that Argos put black people in an advert and everyone is outraged? How embarrassing.”

 

 

 

Please login with linkedin to comment

Ad campaigns Argos diversity

Latest News

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Opinion

by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]