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Langnese - Tattoos

Company: Unilever
    View Company Scorecard | Contact Company
Brand: Langnese
Ad Title: Tattoos
Business Category: Packaged Foods
Media Outlets: Poster/Outdoor
Country: Germany
Region: Europe
Agency: unknown
Year: 2001
Target: Mainstream
Ad Spotter: Michael Stuber
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Gay male couple Peter and Tom (separated by Tiger, a lesbian, and joined by George on the far left) are featured in this billboard ad (it's missing its text) and part of the overall Langnese campaign.

This ice cream brand has taken integration of gay couples to a new level. They are incorporated briefly in the TV commercials, billboards such as this one and the company web site, which focuses on specific individuals, including lesbian pair Shue and Tiger, even though the site never actually uses the words "gay" or "lesbian."

German gay market consultant and ad columnist Michael Stuber, who publishes Rosa Brille wrote this about the ad: "Since April 2001, the Unilever subsidiary LANGNESE has been showing a world that it could not be any more diverse. Gay men and lesbians are featured everywhere: On billboards, on TV, at the cinema and on the web site. Not flamboyant, nor sexist not even too obvious. Just integrated and normal. On the Internet, the people reveal their personal stories -- and so do the gay and lesbian couples. The scenery was transferred from our local lake to Thailand -- probably to avoid backlash from the German mono-culture. Otherwise, it might still put the mainstream off."

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Darus Walls , Milwaukee
How could anyone hate this ad? Asthetically pleasing and culturally diverse. Isn't that some of what we're all looking to incorporate in our lives?

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