WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Smart Communications
    View Company Scorecard / Contact Company
Brand: Smart Communications
Ad Title: Welcome Change
Business Category: Telecommunications
Media Outlets: Television
Country: Philippines
Region: Asia
Agency: Dentsu Jayme Syfu
Year: 2016
Target: Gays & Mainstream
Company: Smart Communications
    View Company Scorecard / Contact Company
Brand: Smart Communications
Ad Title: Welcome Change
Business Category: Telecommunications
Media Outlets: Television
Country: Philippines
Region: Asia
Agency: Dentsu Jayme Syfu
Year: 2016
Target: Gays & Mainstream
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Theme(s)

Same-Sex Couples/Families

Family Acceptance

Theme Breakdown

AdRespect Score: 
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Sitting with his boyfriend outside at a cafe, Kevin gets a Facebook friend request from his father.

Kevin decides to ignore the request but later, while sitting at home with his family at dinner, his father Manuelo asks, "Kevin, why haven’t you accepted my friend request?"

Kevin awkwardly ignores the question. Later, Kevin struggles with the idea while scrolling through photos of him with his boyfriend, knowing that his dad will see the if he accepts the request. He decides to finally agree to the request and sends a text message that says, "Dad, I've accepted you." Nervously, he awaits a reply.

Then his dad responds, "Me too, my son." Kevin smiles.

The announcer then says, "Break barriers for new beginnings."

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