It's about darn time. A major player in the advertising game has finally come forward with a commercial featuring a lesbian couple. And it doesn't get any more blatant than two ladies sitting on their bed talking about using K-Y Intense. The same sex couple ad won't even hit the airwaves until Labor Day Monday, but I can hear GLAAD prepping the awards already.
American companies, take note. This is how you make a real mark on the market. Let's take a look at what K-Y has done right.
1. They've created major buzz for their product. How often does a commercial for a product generate over 100,000 hits on YouTube BEFORE it's actually been seen on any one's television? That's how you sell a product. A link-out to the actual product page, with a $5 off coupon certainly doesn't hurt either.
2. They're not making you guess. Budweiser left us wondering "is he or isn't he" back in April when a soldier came home from service to hug another guy. Some people were happy with that. Some people were miffed that the beer company would even hint at homosexuality. Namby-pamby was going to lose them some customers anyway. Going all out may mean losing the folks you'd anger anyway, but it also means engendering a lot more support from the folks who are happy. Studies show lube can be the determining factor in a woman's sexual satisfaction. Make her happy enough to buy once, and you could have a customer for life. Check out the video:
3. They're respecting our intelligence. As the video shows, lesbians are normal couples. They're not oversexualized. They're just regular Janes who could use a little help in the bedroom . . . like most of America. It may be the most unsexy -- and respectful -- treatment I've seen of a lesbian couple on TV. Ironic that we had to go to a commercial that's about sex to find that!
4. They're not backing down. Citing long-time support of LGBT causes, including sponsorship of HIV/AIDS organizations and pride events, K-Y says this move was an obvious next step. "Gay male couples have been featured in print advertising since 2008 and now the brand is continuing its tradition of support and visibility with advertising that is inclusive of lesbian couples." Again, they're not taking the wavering approach that we've seen from the likes of everyone's favorite red dot store that agreed to support gay causes only after Lady Gaga said they wouldn't get her CD if they continued their habit of helping anti-gay politicians. It's hard to respect a company that's always waffling.
K-Y's parent company McNeil is taking a risk here, do you think it will pay off? Are you happy to see fair treatment of same sex couples in a major advertisement?
Image via YouTube