Queer Imagery in Advertising

The secret to a good Queer Ad is surprise and contrast. Bud Light, usually associated with dudes at a football game or girls in bikinis, finds itself in a dimly lit [presumably gay] bar. The contrast between the bright blues of the bud light and the bar's hue highlights the brand's wide appeal and inclusion for all lifestyles. The position of the two gentlemen tell a very clear story that is paralleled by Bud Light's more hetero-normative ads- drinking beer makes others find you sexier and will help you get laid.

Oh, Manhunt. I find this Ad interesting chiefly because of its location- in the heart of Times Square where countless people, gay and straight, walk below it every day. The Ad embraces simple contrast- text vs. hard bodies. It sells a desirable fantasy- use your smartphone to get laid anywhere, maybe even in Times Square.

Ripped from the pages of GQ, RayBan's bold ad effectively shouts out the brand's long, proud history and broad inclusion of all lifestyles. The copy is simply and demands a call to action particularly profound to queer consumers.

To celebrate their centennial, Oreo launched a 100-day social media campaign beginning with this bold statement affirming the brand's status as a Queer ally. The campaign continued with visually similar images, but this one particularly stood out for many. It's bright simplicity is full of contrast between image and text. Again, Oreo surprises its consumers by altering the traditional Oreo into this [probably delicious] creation.

2012 was a big year for JCPenney. Maybe not financially, but certainly in establishing themselves as a Queer Ally. With the hiring of Ellen Degeneres as their spokeswoman, JCPenney quickly followed up with this provocative Father's Day ad. The small print copy reads, "What Makes Dad So Cool? He's the swim coach, tent maker, best friend, bike fixer and hug giver - all rolled into one. Or two." The ad is simple- an energetic photo paired with heartfelt copy that both surprises the consumer and assures them that JCPenney is a progressive, inclusive brand that cares about its consumers as much as it claims.