In 1991 Saturday Night Live aired a sketch called “Schmitt’s Gay.” Chris Farley and Adam Sandler drink beer at a pool party full of speedo clad hunks. It satirized the popular bikini babe ads of the time. The idea that a product would be marketed exclusively to gay men seemed a novelty. But in subsequent years that would change.
The YouTube channel “Marketing the Rainbow” has compiled thousands of LGBT themed advertisements. Some supportive. Some homophobic. After several hours exploring their library I wanted to share some notable ones here. Special thanks to RavenWilder and their Ad Space column for the inspiration.
1994 – Ikea – “Dining Room Table”
A gay couple visits Ikea to buy a dining room table. Non-threatening, heteronormative, cis, white men would be the face of the movement throughout the 90’s. This ad would provide a template for marketing products to queer folk. It has been credited as the first LGBT friendly ad. In the U.S. perhaps (or in the major cities it was allowed to air in.) But Denmark had already taken some bigger risks.
1993 – Politiken – Thyme
AMEV insurance featured a variety of couples, including same-sex ones, in a commercial that aired in Denmark in 1992. It’s warm and non-threatening. But in 1993 the country would produce something riskier. The newspaper Politiken hired Lars Von Trier to direct a daring ad. A gay couple begins an intense make out session when one gets distracted by a recipe in Politiken’s latest edition.
1999 – Hyundai – Toy Boy
Homosexuality could often be used as a homophobic punchline. “Surprise! He likes dudes!” Hyundai made the same joke without the judgement. A woman uses her reclining car seat to hide her boyfriend from her husband. The reveal? The husband is doing the same thing.
2002 – Doritos – Enrique Iglesias
Pop star Enrique Iglesias seduces a male concert goer to steal his bag of chips. Read into that what you may.
2007 – Levi’s – Bisexual Jeans
A handsome man tries on a pair of Levi’s jeans. It summons the attention of an attractive stranger in a phone booth. The commercial was filmed twice. The lead ended up with female and male strangers in different ad spots.
2011 – GetUp! Australia – It’s Time
Australia didn’t legalize gay marriage till 2017. But in 2011 the civil rights organization GetUp aired this romantic ad. The viewer was put in the position of a gay man in a long term relationship, ending with a proposal.
2021 – Norway’s Post Office – When Harry Met Santa
A single man begins a romance with Santa Claus. It celebrated the 50th anniversary of Norway legalizing same sex relations.
What are some of your favorite LGBT themed ads? What is the first one you remember seeing on television? Would you be interested in reading an Avocado series on this? Let me know in the comments.
You can explore the Marketing the Rainbow archive here. You can find more of my reviews on The Avocado, Letterboxd and Serializd. My podcast, Rainbow Colored Glasses, can be found here.