A couple of weeks ago, my group presented our advertising leadership project on the use of love stories in advertising. We covered conventional love between two people, animal love, family love, et cetera. One type of love story that has appeared in advertisements recently is gay love. The Tiffany advertisement we presented the other day showed a product which will be used mostly by the gay community. It was a great ad. Not only was the advertisement elegantly produced, but it also made us feel something. The following Canadian advertisement for Cheerios tells a touching story about two gay men and the daughter they adopted together.
Gay marriage is a hot topic in both America and Canada. While many believe that everyone should have the right to marry, some believe that the marriage of same sex couples is wrong. Oftentimes, those against gay marriage say that it ruins the meaning of family. This advertisement for cheerios seems to show the exact opposite, a growing family. General Mills, the company that owns Cheerios brand, appears to be taking a stance in favor of gay marriage with this advertisement. The Tiffany ad is different from the Cheerios advertisement because it sells a product for gay men to gay men whereas the Cheerios ad sells a traditional family product to a non-traditional family. Do you think that it is a smart move for General Mills to take a side in the gay marriage debate? Was it wise for them to choose the pro gay marriage side? What types of consequences do you think this decision will have for the company?