WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Human Rights Campaign
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Brand: LGBTQ issues awareness
Ad Title: America
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television (unaired)
Country: United States
Region: North America
Agency: Human Rights Campaign in-house
Year: 2004
Target: Mainstream
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paid advertisement
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Starting with an aerial view of a farm, a shot of the Statue of Liberty, an older woman sweeping her sidewalk, and a man tossing a hay bale to another man, images of patriotism and traditional America flash by, juxtaposed with children, elderly people, and same-sex couples, as "America the Beautiful" plays over the images.

Two black women sit together, smiling, while one touches the other's chin. A young boy jumps off a pier and another child hangs on a tire swing. A pickup truck drives down a dirt road, chased by a dog. A man goes fishing, two children jump rope, and two men walk through a field, hugging one another as they walk. A bald eagle and an open field are also shown.

"How American are you?" appears onscreen, followed by the Human Rights Campaign logo and the words "Working for Gay and Lesbian Equality."

This unused commercial cleverly uses sights and sounds that would be expected of a conservative ad, not one for gay rights, and lures in those targeted for te message.

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