It used to be taboo to feature gay, lesbian or transgendered people in advertising. But growing acceptance of the LGBT community by mainstream America, coupled with landmark legal decisions granting them equal marriage rights, has made brands less shy about targeting the group. Allstate launched "Out Holding Hands," which showed solidarity with the notion that everyone should have the right to hold hands in public — a play off of its logo. Tiffany featured a gay couple in one of its wedding band "Will You" print ads.
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Hallmark wants to reinstate same-sex marriage ad after pulling it
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Modern storytelling in marketing is about engaging your audience in a story that allows them to join the dots as they go along, to be engaged and help create that story. This creates the perception that what you are doing is telling a natural, authentic and engaging story from a point of view that the target market can understand and connect with. It's one reason modern marketers use the "internet famous" in advertising campaigns.
The campaign was shot by fashion photographer Peter Lindbergh and features six other couples. For example, another pairing shows a couple with their child during their wedding, a nod to people who have children outside marriage. In recent years, several other major fashion companies have also featured same-sex couples, including Gap , Banana Republic and J. Contact us at letters time. By Jack Linshi.