A new holiday-themed commercial of The Ritz Fireworks features a gay couple as part of a message about the beauty of chosen families.
Released this week, “What’s Love, There Family” opens with a series of people yearning for a connection – a young gay man telling his mother “Can we talk?” To ask, a child living in a homeless shelter on Christmas? And a grandmother was unable to holiday with her family.
As the ad continues, a man with a beard applies lipstick before welcoming the young gay man from the opening vignette to the fest with other LGBTQ partybockers. The grandmother places a tray of hors d’oeuvres in her retirement home, and in the homeless shelter the girl shares a Ritz cracker that carries a man with her.
The voice-over says, “The holidays are about spending time with family.” “Whether it was of your birth, or made by you.”
Montegoz, the Ritz’s parent company, said in a statement that the commercial “stipulates to remind consumers that there is strength and love in solidarity, and that a blood relationship is not the only way to define a family.”
“At a time when our families can be stressful as a result of social dissatisfaction, political stress or personal inclinations and identities, the Ritz brand’s campaign aims to help Americans create a more accepting world and welcome those who Feeling disconnected. Or alone, “Patty Gonzalez, the company’s senior marketing director, said in the statement.
Created by Virginia-based advertising firm The Martin Agency, the spot is inclusive in its casting, as well – featuring two gay men of color and transgender and nonbetty extras.
The creative director of the Martin agency, Sarah Kuhess, said, “During casting, it became clear to us how easily the personal experiences of the actors could be associated with the people they were portraying, regarding inclusion. I was making our message. ” In a release.
As part of their “Where They Love, Their Family” campaign, Mondelz has donated $ 50,000 to the It’s Gets Better Project, a global movement to repel LGBTQ youth with hope; Homeless Advocacy Group Invisible People; And Hispanic Star, which showcases the contribution of the Latino community in the United States.
This is not the first time Mombeloz, who owns Nabiko, has created an inclusive campaign for one of his snack brands: last month, a limited-edition rainbow-colored Oreo pack of parents, families and friends of gays And was released in partnership with homosexuals. Together, a younger, “proud parent”, portrayed a young woman bringing her girlfriend home to meet her parents – and to confirm and support her father’s struggle.
Launched in January, the purpose of Oreo’s #ProudParent campaign could be to “shine a spotlight on LGBTQ + youth’s powerful impact on love and acceptance,” Mondelēz said in a statement.
Other brands have used the holiday season to share support for the LGBTQ community. One spot in Etsy’s new “Gift Like You Mean It” campaign is for a gay lesbian couple to visit the family for Christmas and get a personalized ornament for their tree.
Last year, hair care brand Pantene and LGBTQ Media Advocacy Group GLAAD released the song “I’ll Come Home for Christmas” with members of the Trans Chorus of Los Angeles.
Also in 2019, H&M’s “Beach Moments” featured two women flirting in a laundromat and played kissing under Amar Bell as Judy Garland, a gay male couple “Myself a Mira Little Christmas”.
According to veteran marketing strategist Bob Vitek, these campaigns are done more than just a holiday spirit: LGBTQ Americans have $ 1 trillion in spending power. These ads reach a large universe of non-gay consumers who are very supportive, Vitek told NBC News.
“Some of these heritage brands have been around for 50, 100, 150 years or more,” he said. “Adding LGBTQ representation shows that your brand is contemporary. Brands from younger generations expect to be reflective of their values, and this is the easy way out. “
This year, there is an abundance of gay-themed Christmas films, including Hallmark Channel’s “The Christmas House,” Hulu’s “Happiest Season,” and Lifetime’s “The Christmas Set Up.”
“The holidays can be a particularly difficult time for LGBTQ people, as many are afraid to travel back home or feel isolated from their chosen families,” GLAAD President Sarah Kate Said Ellis, who praised Ritz’s “What’s Love, There’s Family”. How brands and media can take action “as a campaign” and tell LGBTQ not only during the Pride Month, but all year round. “
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