Aetna, Who? Not What?

Members:

2001 Print Report A Problem

A continuation of Aetna's pursuit of the gay market since October 1996 in OUT magazine with mainstream ads focused on retirement services, this ad takes Aetna a step forward with gay-specific creative that deals with diversity.

The company joins an increasing effort by major corporations that are creating a presence for themselves in gay media with employee diversity ads. But unlike many other companies' diversity-focused ads, Aetna's offers a gay-specific image, not just text, showing two women embracing.

The text reads: "The people who work at Aetna are men and women. They represent many generations. They come from different places and a wide range of life experiences. But more than anything, they are people. They are the people who make us a diverse company. The more ideas, opinions and outlooks we have, the more competitive we are as a company, and the better we can serve our customers. That's why at Aetna, we only hire people."

Company

Aetna

Brand

Aetna

Industry

Financial Services

Media Outlet

Country

United States

Region

North America

Agency

Grey Worldwide

AdRespect Themes

User Comments

Lynne

Lesbians and their clever eyeglass frames. Aren't we beyond such stereotypes? Ha ha.

Audrey Gilles

Conceptually and aesthetically I think this is incredibly impactful. It represents within their target audience, funny, doesn't the woman on the right look a lot like Joan Nestle? Smart move. It has power in its punch and above all, it has meaning. The bottom line is always business, but this is an incredibly strong double bottom line initiative!

Trish

I have reviewed all Aetna's ads and have to say, as a marketing professional who creates ads, with the exception of this ad, I find their agency to be only skirting the topic of homosexuality.

Jennifer Rose

This ad really made me smile... the caption is priceless and shows that a company really cares about that other 20% out there.

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