WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Gay & Lesbian Alliance Against Defamation
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Brand: LGBTQ issues awareness
Ad Title: Flower
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television
Country: United States
Region: North America
Agency: Prime Access
Year: 2004
Target: Mainstream
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paid advertisement
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Oscar-winning actress Susan Sarandon appears in this public service announcement to convey a message about the universality of love. Simply sitting on a stool, she plucks petals off a flower, engaging in the famous pastime of young girls' thoughts of romance, saying, "He loves me, he loves me not."

Then, the actress (ironically well known for dismissing marriage in her long-term commitment for actor Tim Robbins), asks, "Do you really care if he loves me? Probably not, who I love doesn't really affect you, right? What if I were gay? She loves me--does that affect you any more than he loves me? Probably not. Straight, gay, lesbian: love is love is love.”

The spot is part of GLAAD's “I Do” campaign, an initiative designed to promote marriage equality. The campaign combines a national competition to create a 30-second commercial television spot and public service announcements with celebrities. GLAAD will purchase airtime in targeted media markets for the contest-winning commercial spots and solicit local stations in those markets to air the celebrity public service announcements.

"Our goal is tell stories that will change the hearts and minds of Americans who are not yet convinced that marriage rights are a simple matter of equality,” said Joan M. Garry, Executive Director of GLAAD. “This campaign taps into the deep level of frustration and anxiety in this country around the ongoing erosion of our civil rights. We cannot allow the Federal Marriage Amendment to slip under the radar and go un-debated. The media have a responsibility to cover this civil rights story. The ‘I Do’ campaign helps GLAAD hold media responsible.”

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Vance Blankenbaker , Arlington, VA
Understated yet forceful, and quintesentially Susan Sarandon. Now, if we could only get someone like Sly Stallone to do something similar. Now THAT would be the blockbuster ad the movement needs!

Doug Herringshaw-Bevan , Surrey, BC, Canada
I loved the ad, very powerful. I find the comments in the detailing of the storyline a bit odd in reference to Susan Sarandon's "ironic dismissal of marriage" -- she does not mention marriage - she talks about LOVE -- two separate and distinct things.

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Brand: LGBTQ issues awareness
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