Inclusive ads from Miller Lite to Subaru to Bud Light have gone from trailblazing to commonplace to controversial again.
featuring drag queen and environmentalist Pattie Gonia. The outdoor equipment and clothing brand’s Instagram ad showed the rainbow-clad queen frolicking in forests and meadows, inviting viewers to “come out in nature … with us!”
First came the spirits. Because of their presence in bars and nightclubs, queer community hot spots, alcohol companies were among the earliest to court queer consumers, according to Ian Johnson, principal consultant at Out Now, an LGBTQ+ business development consultancy. “Absolut is proud to have been one of the first brands to unabashedly advertise to the LGBTQ+ community,” the brand said in a statement to The Washington Post, adding that building community with queer consumers “made sense back in 1981, and it makes sense today.”The presence of more queer characters in sitcoms such as “Ellen,” whose main character came out on TV in 1997, and “Will and Grace,” which debuted in 1998, raised LGBTQ+ people’s visibility.
The desire to court queer consumers while avoiding public blowback led to a strain of advertising known as “gay vague,” using subtle elements that would register with LGBTQ+ people while flying over the heads of heterosexual audiences. These ads would often feature people of the same sex in domestic contexts without specifying the nature of their relationship.
Though Volkswagen didn’t intend for the ad to depict a gay couple, the company’s response was unique because “they said they didn’t mind if people read it that way,” said Michael Wilke, a former Ad Age reporter and founder of Queer people started showing up in ads as parents, romantic partners and employees, rather than as punchlines. In a 2013 ad forwhile reading on the beach. The woman smiles and says, “My husband is bringing me a drink right now,” to which the man responds, “So is mine.” The ad was among the first to use “husband” rather than “boyfriend” in reference to a gay couple.
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