WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Cebu Ad Congress, Target Market

Members:

2001 Television 100% Report A Problem

The 17th Philippine Ad Congress ran this unusual commercial to heighten awareness of a group not many think about selling to: the gay market.

Thee ads starts with footage of a man jogging, accompanied by demographic text as he turns the heads of women, "Single, 29 years old, athletic, P 1.3M annual salary...Is he your market?"

As the man stops to catch his breath, he turns to find a sexy woman giving him a clear sign of interest. Looking in her direction, he smiles, but it turns out he's looking at a handsome, bookish man sitting behind her. The two men are now facing each other and they nearly kiss. The closing shot shows them walking down a beach boardwalk into the sunset with an arm around each other, and the message to advertisers: "Talk to him straight."

This commercial is, pardon the expression, a straight-forward and dignified handling that seeks to break expectations without being exploitative. It is further exciting that it's aimed at advertisers who themselves can affect other future gay ad imagery.

Company
Cebu Ad Congress
Brand
Target Market
Industry
Miscellaneous
Media Outlet
Television
Country
Philippines
Region
Asia
Agency
TBWA Worldwide
AdRespect Themes

Same-Sex Affection

GLBT Inclusion

User Comments
Gary Caplan
What's NOT to like? ... It's beautiful! :-)

Andy L.
Wonderful!! Too bad commercial TV in the U.S. is so short sighted. We need more of this tender type of commercial shown here in the U.S.

Michael
It's true what they say....the Italian romantics of Asia are found in the Philippines. Though I've never been there, I know from this ad alone that the country is now becoming more open to gay relationships. The ad? Well, as far as I know, there have been a lot of gay-centered ads in Europe. Nothing compares to this. Go Philippine advertising! I will present this ad in my office today. (I work for advertising.)

Annalyn Cheng
An ad that goes beyond the conference dates! Tastefully done...love it!!!

Darus Walls
Very well executed. An example of how far behind Americans are in their perception of what they think are "traditional" values.

GM
It's not everyday that a well-crafted ad comes along. From the copy to the editing to the actors who appeared in this ad, everything was well executed. Thumbs up to Filipino advertisers for such a feat!

Robert
Wow. Ads like this should run in the US of A. I am sure some gay Republican closet cases could be recruited in the casting call.

Mike V.
As a Filipino-American living in the US, I am proud to finally see GLBT people being portrayed in a positive light instead of the comic relief that most gay people are seen in Filipino TV and cinema. I would think this ad is a first of its kind because it is openly talking about the "value" of the GLBT community in the Philippines. Perhaps it's a frist step to get the dialogue going. How about having an ACLU type of ad where everyday GLBT people are shown to emphasize and show the value of human beings instead of their economic clout. Mabuhay ang Pilipino!

Mark
Wow...love it.

Winlove C.
Damn! This is really a great TV ad! I'm 20 and a graduating student in UP. This has actually inspired me to do a thesis on gay advertising and marketing. FYI, this ad is actually one of the pioneer TV ads that portray gay-male characters. And being part of the subculture, it made a great impact to my realizing that it's NOT IMPOSSIBLE to market to this nouvelle niche group. I thought, 'How come it only came to the Philippine TV ad scene just recently?' Well, that's for me to research and for my fellow countrymen -- both gay and straight -- to realize.

Richard Phillips
This was very well done. Let's hope other agencies follow this example.

Mikey
Finally, a commercial that reflects the silent majority of the gay population. Way to go!

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