Looking back at 2017’s LGBTQ marketing and advertising campaigns, there were many brand messages that struck a chord with LGBTQ consumers. Progressive brands upheld LGBTQ rights within their campaigns, which also showcased their efforts to incorporate LGBTQ inclusion and diversity in mainstream marketing. Below are 11 highlights from this year:
City of Philadelphia
To spark a dialogue about racism in the LGBTQ community, and bring greater representation to people of color, the city of Philadelphia created a new design for the LGBTQ Pride flag with the PR and advertising agency, Tierney. The flag featured a black and brown strip to recognize people of color in their #MoreColorMorePride campaign during Pride month.
The luxury fitness lifestyle brand partnered with the LGBT Center of New York to create a powerful, expressive video called “LGBTQAlphabet: Six Letters Will Never Be Enough,” where dancers and narrators explored identity and sexuality through each letter of the alphabet.
The diaper brand released a clever and funny spot featuring two dads with angst around their baby’s first haircut.
Following their 2016 LGBTQ commercial, featuring two moms adopting a hearing-impaired child, Wells Fargo created a video series in 2017, which highlighted four LGBTQ organizations (Point Foundation, Trevor Project, SAGE and GLSEN) in a series called “Standing Together.”
Volvo’s promotion for the new XC60 included a same-sex male couple in an embrace within a montage of other couples.
The boutique hotel chain, and longtime LGBTQ ally, created a spot with Leiomy Maldonado, a popular Puerto Rican transgender vogue dancer and activist. The hotel chain also donated to The Trevor Project, a suicide prevention hotline for LGBTQ youth.
Leiomy Maldonado, who is dubbed “The Wonder Woman of Vogue,” was also featured in Nike’s LGBTQ campaign #betrue, which showed off her athleticism.
As part of their “Dare Greatly” campaign, Cadillac wove into OUT Magazine’s Master of Style, where it recognized important LGBTQ figures like Emil Wilbekin (Native Sun) and Damon Cardasis (Filmmaker). Cadillac also aired a commercial featuring OUT Designer, Jason Wu, during the Academy Awards.
As part of their “Live Proud” campaign, AT&T partnered with True Colors, the nonprofit organization founded by Cyndi Lauper to help LGBTQ homeless youth. They contributed $100K to the cause, and raised awareness with an online-shareable video.
Target created a spot for their clothing line, Goodfellow & Co, featuring gay soccer player, Robbie Rogers, running the commercial during the NFL live broadcast.
In advance of the Winter Olympics, P&G released their #LoveOverBias campaign, that featured a storyline of mothers supporting their LGBTQ youth as they pursue their dreams.
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