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Company: Mercado Livre/Mercado Libre
    View Company Scorecard / Contact Company
Brand: Mercado Livre/Mercado Libre
Ad Title: New Iconic Kisses
Business Category: Dot-com
Media Outlets: Television
Country: Argentina
Region: Latin/South America
Agency: GUT São Paulo
Year: 2021
Target: Gays & Mainstream
Ad Spotter: Alfred Verhoeven


Real GLBT Person

Same-Sex Affection

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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This ad reimagines 16 romantic scenes from “The Notebook,” “Spiderman,” “Game of Thrones,” “Ghost,” “Titanic,” and Magritte’s “The Lovers” painting, using real LGBT couples.

“The idea stemmed from our creative team searching the term 'iconic kisses’ and saw that 99% of the results only featured straight couples, and since life imitates art, it's no surprise that in Brazil, LGBTQ+ love is still frowned upon,” Bruno Brux, Executive Creative Director, GUT São Paulo, told MediaPost. “The brand -- whose name translates to ‘Free Market’ -- is using its power in Latin America to help normalize all kinds of love.”

All images from the spot are available for download and to be shared. Mercado Libre will donate $1 to LGBTQ+ NGO Casa1 for every picture downloaded from its website.


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