WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY
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Company: Heineken International
    View Company Scorecard / Contact Company
Brand: Amstel
Ad Title: I am what I am
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: Wunderman Thompson
Year: 2021
Target: Gays & Mainstream
Ad Spotter: Alfred Verhoeven
Company: Heineken International
    View Company Scorecard / Contact Company
Brand: Amstel
Ad Title: I am what I am
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: Wunderman Thompson
Year: 2021
Target: Gays & Mainstream
Ad Spotter: Alfred Verhoeven
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Theme(s)

Racial Diversity

Trans Beauty

 Theme Breakdown

AdRespect Score: 
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This commercial was created in response to a controversial bill to prohibit including LGBTQ people in advertising campaigns, in the Legislative Assembly of the State of São Paulo, or Alesp.

The ad features a version of Gloria Gaynor’s hit ‘I Am What I Am’ and stars several queer artists, including Mateus Carrilho, Heey Cat, Raphael Dumaresq, Marcela Mc Gowan, Pepita, Bielo Pereira and Pabllo Vittar.

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AdRespect promotes advertising that respects diversity, gender identity/expression, and sexual orientation for a more accepting society and better business results.