We All Want Same Sex Marriage, So Where Are All The Gay People In Ads?
With Friday’s historic announcement out of the US and a reported 72 per cent of Australians supporting it, same-sex marriage has clearly become the social issue of the day.
But where does all that leave the ad industry? An industry that, it has to be said, tells its high-paying clients that it’s on top of – and ahead of – the social zeitgeist
Sure, the gay and lesbian media in Australia’s always had bespoke ads – think condom brands, V energy drink or GAYTMS – but the idea of same-sex couples in mainstream ads is yet to resonate at all with clients, agents and audiences.
How far off are we from seeing TVCs with two gay men kissing over frozen corn, two lesbians snuggling in Qantas business class or a gay dad changing a nappy?
And it’s not like corporate Australia’s not on board. In late May, 50 of Australia’s biggest companies – including Qantas, Westpac, CBA, Optus and Google – took out full-page newspaper ads declaring their support for marriage equality in this country.
Ironic that they’d show their support yet not feature same-sex couples in any of their ads, no? Are brands simply too shit-scared a campaign featuring a same-sex couple could actually backfire?
Psychologist and Cummins&Partners global strategy officer Adam Ferrier predicts that we’ll see a “gay couple, for a mainstream brand within a television ad within the year”.
And will it be for shock or will it be sincere? “Sure, a brand could do it just to shock or they could realise that 70-odd per cent of Australians support gay marriage or they could do it for aspirational associations with a particular lifestyle; I am sure it’s just around the corner,” Ferrier told B&T.
Steve McArdle, managing director of creative agency BMF, is a little more circumspect. “Advertising can be a little risk averse and a bit conservative,” he said. “Particularly when it comes to TV advertising; it’s quite mainstream, the budgets are very big, so those bigger brands are far more conservative.
“But you are right. Advertising has always reflected changes in culture but on same-sex marriage I’d agree the industry has been left behind,” McArdle said before agreeing that the idea is nothing new in soap operas, movies, music videos or other areas of popular culture.
Which begs the question: is the problem of getting more gay couples in ads the fault of the client or the audience that perhaps doesn’t have a stomach for it (yet)?
“I think it’s a bit of both,” McArdle explained. “The client looks at most things through the lens of the audience and they will ask themselves how provocative they’re willing to be. There’s always going to be a tension of wanting to be provocative and then showing that on mainstream television.”
McArdle agreed that “tactical” ads aimed at the gay community had always worked. He cites ANZ’s GAYTMS as “brilliant”. Government advertising too now has a strong push to show a multicultural Australia, so he was surprised that that hadn’t been extended to gay or transgender people.
But Jonathan Pease from brand marketing firm Tongue agreed that brands hitching their wagons to the same-sex marriage cause is not without its dangers. One, he said, if you don’t have a long history of supporting the cause it can come across as very unauthentic. And two, a newfound support for a cause may actually piss-off your existing customer base.
“Yes, I would admit that there are a lot of brands out there that just jump on the issue of the day and that’s the case with same-sex marriage; it’s a hot issue at the moment and I have a real problem with that,” Pease said.
He agreed that the marriage equality debate was fast overtaking breast cancer as the social issue of the day for brands and advertisers, but downplayed the idea that we’d be seeing same-sex couples in lots of campaigns anytime soon.
“I think it will take a long time to catch on,” Pease said. “There are two schools of thought – it could be very daring or very dangerous. Are we ready to see an ad with two men waking-up together in bed? I’m not sure we are right now; but certainly in the next five years I can certainly see that happening.
“Mainstream media and the likes have been showing us gay and lesbian imagery for some time. I think people are increasingly getting used to it, so there’s no reason I can’t see advertisers getting on-board. Again, what brands are brave enough to do it remains to be seen.”
Ferrier adds that it’s going to take a lot to get the first mainstream brand to be daring enough to show a same-sex couple, but when it happens, it could well be very pioneering for the industry.
“There’s a saying in GP circles that says never be the first or the last to prescribe a new drug and the same is true for social causes and marketers,” Ferrier added. “With any cause it’s always risky to be the first to support it and it’s always very risky to support it last. I think with gay marriage we’re about to see the bubble burst and it will become very safe for brands to endear themselves to a cause that is very popular.”
Adds McArdle: “It’s all about risk aversion. If brands think a campaign featuring a same-sex couple might alienate even five, 10 per cent of their consumers then I think brands would steer clear of it. It’s all about the risk/reward equation that clients will look at.
“That is, of course, unless they really want to stir things up and be very provocative and they want to go out there and say ‘this brand is different and it’s more progressive’. That’s the positive side of these things, if the brand wants to say we’re progressive and this is the way we demonstrate it and being a more progressive brand means you are embracing the changes that are happening at the bleeding edge of culture.
“I don’t think brands ever want a backlash, but some brands do want to be provocative; to elicit a reaction,” he concluded.
Please login with linkedin to comment
Advertising Standards Bureau Big Brother Business Growth Samsung vegemite and chocolateLatest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.