IKEA awarded advertising prize for its inclusion of GLBT
The third annual “Images in Advertising Awards” which honours business that demonstrate inclusion of gay, lesbian, bisexual and transgender individuals in mainstream print, broadcast, and internet advertising campaigns has honoured IKEA for their ‘Why shouldn’t sofas come in flavours, just like families?’ The spot features a number of diverse families sitting in their respective living rooms. The final shot pictures a happy African-American and Asian-American male couple with their daughter on the living room floor, resting up against each other.
The loser this year, mentioned for the ‘Clean Up Your Act Notice,’ went to DaimlerChrysler for their spot about a female fairy getting hit by a Dodge Caliber and landing on the cement sidewalk where a muscular male laughs at her. In revenge, she turns him into a preppy, pastel sweater-dressed man walking four pomeranians on pink leashes and he reacts in a squeal. While some companies still hold to offensive stereotypes, such as this, the trend is still positive. The awards offered by Commercial Closet Association has applauded advertisers for not only depicting GLBT individuals but for portraying GLBT relationships as endearing and playful. Micheal Wilke, Executive Director of the association says, “ inclusiveness in media is a key to fostering a more accepting society for the GLBT community.”
