LGBT Ad Organisation PrideAM Reimagines Iconic Ads With Lesbian Couples

LGBT Ad Organisation PrideAM Reimagines Iconic Ads With Lesbian Couples
SHARE
THIS



They’re ads you might recognise and brand logos you would’ve seen a thousand times or more, but in a new project, the world’s first LGBT marketing and advertising organisation PrideAM has given them a new twist by recreating them with lesbian couples.

Partnering with Europe’s only mainstream lesbian and bisexual magazine, Diva, the group created a contest that asked agencies to update these very heterosexual ads from very prominent brands for 2016.

The magazine read, “Diva and Pride AM’s Scott Knox asked agencies to re-engineer an ad from the past or present, whilst ensuring no intellectual property infringement, to demonstrate that heteronormative assumptions about lesbians and bi women have no place in a forward-thinking advertising culture.”

“There are no prizes for guessing why patriarchal orthodoxy still reigns – heterosexual men often head up the top jobs and still control what we are permitted to see,” Diva‘s editor Jane Czyzselska said.

“In launching our competition we hoped we’d shake things up a bit in the industry, which seems uncharacteristically coy where LGBT consumers are concerned.”

There were three winners of the contest, with each providing an explanation for how and why they reimagined the ads for a modern audience, according to PinkNews.

1st place: Drum (Omnicom): Love Doesn’t Choose (Starbucks)

attachment-2

“We had some great ideas for a variety of brands but Starbucks was the most natural and purest fit that shone out from the rest.

“Executive creative director Steve Wallington conceptualised subverting the iconic Starbucks siren logo as an evocative symbol for the gay/ lesbian audience.

“The simple but elegant use of the Starbucks- branded coffee cups, positions dual sirens as kissing partners and is supported by a strong and emotionally resonant copy line: ‘Love doesn’t choose’.”

Scott Knox of PrideAM added, per PinkNews reports, “It would be great to see Starbucks roll this out internationally. As a simple campaign idea it would really catch on and add the Starbucks might to the growing list of corporate names supporting the LGBT+ equality agenda.”

2nd place: Iris: This is the Real Thing (Coca-Cola)

attachment-3

“In the last few years, we’ve started seeing gay couples in ads, but it tends to feel either tokenistic or exploitative; good-looking ‘two dads’ types or sexy lesbians fresh from a Nuts centrefold.

“We wanted to make an ad with a real couple that positively reflects our culture today.

“When it came to choosing a brand for our realistic representation, we turned to the most iconic of them all – one that’s been boasting its authentic credentials as ‘the real thing’ since 1969.”

3rd place: Iris: The New Blend (Nescafe Gold Blend)

attachment-4

“Arguably, the 80s introduced the most famous couple in UK TV advertising history.

“Their will-they-won’t-they story played out over 12 installments and six years. The couple’s popularity made them cultural icons of the time, and that made us think about how much has changed over the last 30 years.

“There’s plenty we’ve left behind when it comes to tastes and attitudes, and heteronormative assumptions are just as out of date.

“This is the point we’re making in the ad – it’s a rallying cry to an industry that considers itself a cultural trailblazer. Executing the idea, we’ve tried to persuade with a firm but gentle hand. It’s not a flag-waving, shouty kind of message.

“By switching the original lovers for a lesbian couple, we hope to make the viewer look twice. Then think twice.”

 

Please login with linkedin to comment

Advertising Standards Bureau banned ad diva magazine drum Enero Fashion website Karen Stocks most moving image newscafe prideAM Sirens YouTube

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine