Pride: It’s ok to piss people off

In her 2021 viral Pride post Meg Statler said, “Hi Gay. Happy Pride month!”, sending up corporations that jump on the big gay band wagon every June to sell us more stuff and 'do good'.

It’s a perennial debate as to whether Pride activations are a good thing or simply a cynical ploy. A ploy where rainbow-washing big business slowly sanitises kink culture, making Pride protests (parades) palatable for your middle-aged, middle-of-the-road, straight-shooting heteros.

It’s a perennial debate as to whether Pride activations are a good thing or simply a cynical ploy.

The very quick answer to the question as to whether it’s a good thing or bad thing is an easy one… it’s both. For that kid who doesn’t feel seen and understood growing up in a rural community, a brand doing as little as changing its logo could offer a little ray of light that there’s a brighter future. For the BDSM crew who want a prime float to truly demonstrate to the world  that 'love is love', but who get rejected because of corporate sponsorship concerns, it's a bad thing. 

Both can be true at the same time. It depends on perspective.

Above: Although focusses on race rather than LGBTQ+ issues, Nike's Dream Crazy was both insightful and impactful.

But it does open up a much bigger debate, one that impacts how we advertise and how we represent the LGBTQ+ community at large (as well as other under-represented communities). And the question is whether we embrace under-represented communities for their difference to the heteronormative systems and values at large, or assimilate them into mainstream hegemony. And this is a question brands and agencies have been grappling with for some time when advertising.

The question is whether we embrace under-represented communities for their difference to the heteronormative systems and values at large, or assimilate them into mainstream hegemony.

Broadly speaking, when representing minorities there are two different strategies;

An inclusive approach 

One where the LGBTQ+ community are cast within everyday scenarios, featuring brands and products. They’re just there in the ad like straight people, enjoying the products for the emotional and/or functional benefits. To be fair, this is likely to be the most realistic representation of LGBTQ+ people (brushing teeth and shampooing hair is pretty much standard across all demographics), but this route is safe (and boring) and the least creative representation. For most consumers it wouldn’t even register.  It also does the community a disservice as it does not truly reflect the lives of the community.

A disruptive approach 

One where difference, lived experience and unique perspective is used to generate insight and deliver more impactful campaigns. Think Colin Kaepernick and the Dream Crazy campaign from Nike (albeit this campaign dealt with the topic of racism). This approach is not without its risks. A different perspective could be harder to grasp because it’s not immediately relatable to mainstream audiences; there's a possibility it could alienate some people with a backlash online. This route, however, offers more creativity through taking a different perspective on a well-worn insight. Ultimately, it demonstrates that brands fully 'get' the communities they’re trying to represent and target.

Above: Starbucks' What's Your Name? generated praise and recognition, as well as ire. 

And the creative element is important (I would say that, I work for a creative agency). We know that almost 50% of advertising impact on sales is driven by creative, and we see that when brands generate fame through activations, it is the greatest amplifier of brand effects. In short, a disruptive approach will be more successful.

A disruptive approach will be more successful.

When looking at ideas that have cut though in the past, we see that the likes of Starbucks’ What's Your Name? and the Gillette’s First Shave ads garnered praise and recognition whilst at the same time drawing ire from the anti-woke crowd. But brands have to be relaxed and comfortable with that reaction; as long as you’re on the right side of the debate there will always be naysayers. In the short-term you might see a drop off in sales, but this is countered by longer-term gains. Something we saw when the Colin Kaepernick work aired.

And this year we’re seeing more of this disruption when it comes to Pride activations. My favourite so far is the Postmates Bottom Friendly Menu. To many people outside the gay community, it’s certainly an enlightening read, and whilst it may not be the best executed of campaigns, Postmates is just enough on the right side of cheeky to pull it off.