WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Merloni Elettrodomestici, Enjoy Life, Enjoy Food, Enjoy Ariston

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This ad for Italian stove top brand Ariston and oven uniquely shows two men together and ran in Elle Cuisine, Australian Home Beautiful, Australian House & Garden, Belle, Marie Claire Lifestyle, Vogue Living and Vogue Entertaining & Travel.

The accompanying text reads, "I live with my best friend and we have a whippet called Clint. We like breakfast in bed, lazy Sundays and freshly cooked pizza. I'm taking a course in photography." It later adds, "Ariston is interested in who you are and what you want. ... This is a result of Ariston's ongoing research into changing needs and lifestyles for a new tomorrow. Ariston is a young company with fresh ideas and innovative products."

Like those who are still uncomfortable with saying "partner" when referring to a same-sex spouse, this ad refers to his other half as a "best friend." But in this ad, with a reference to "breakfast in bed" as well as one man serving up pizza to the other as he sits on the counter top, the meaning is clear.

Notably, the model facing out is Angus (Gus) Kennett, son of the the ex-premier of Victoria, Jeff Kennett.

Company
Merloni Elettrodomestici
Brand
Ariston
Industry
Appliances
Media Outlet
Print
Country
Australia
Region
Australia/New Zealand
Agency
The Surgery Creative Operations
AdRespect Themes
User Comments
Simon Hakim
The agency team included Vito Tassone (CD), Keely Hackett (Sen. AD), Cory Hall (AD), Liana Luccarini (copywriter) and myself (planner). This ad was produced as part of a major campaign for Ariston and focused on modern lifestyle segments (Gay Male, Single Female, Older Male with younger Female, etc). The photograph was taken by Duke Dinh. This was the first advertisement that Gus Kennett did. It was the first of its type in this market segment and turned the industry on its head. Furthermore, it created not only a fantastic amount of publicity, it successfully launched Ariston onto the Australian market.

Matthew Cramsie
The model (Angus Kennett) is the son of the ex-premier of Victoria (Jeff Kennett). Hope this clears it up. :)

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