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Gay Advertisng - October 2004 - Gay advertising has hit the mainstream courtesy of advertiser Kenneth Cole and publication GQ, among others. And the ad, a part of the new Kenneth Cole campaign under the "Are You Putting Us On" tagline is generating buzz in mainstream press. Decidely simple, the black and white execution shows only the hands of a couple (clearly men) with the copy: 50% Of Americans Think Same-Sex Marriages Don't Deserve A Good Reception followed by the tag: Are You Putting Us On? - Kenneth Cole When it comes to advertising whether gay advertising or mainstream, there are two things Kenneth Cole has never been afraid of.... Playing with words, and addressing issues with aplomb. Mr. Cole is, afterall, the advertiser who gently reminded America that life goes on, in the best of ways and in the worst of ways with the "September 12th" campaign, one execution of the campaign reading: On September 12, 14,000 People Still Contracted HIV... He is also the advertiser who managed to first feature a condom in an advertisement when it was illegal to advertise condoms. Simple solution, advertise shoes but show a condom. Which is exactly what he did, with the copyline in a public service message reading: "Our shoes aren't the only ting we encourgage you to wear." - Kenneth Cole Though a fashion designer with a gay advertising and marketing sensibility, and a penchant for the quick quip, Mr. Cole is not gay. He is also not afraid to celebrate diversity, or to commit his voice to those social issues that reverberate within him. They include AIDS, human rights and yes, issues like same-sex marriage. He has also addressed gun control, homelessness and the governing of governments. But does it sell clothes? Kenneth Cole is to social advertising what Calvin Klein is to sexploitational advertising. Both garner headlines. Both leave an impression. And both have helped to create billion dollar corporations. And is it gay advertising? A straight but current man advertises his company in straight but relatively current publications. To be sure, Kenneth Cole Productions has featured advertising in gay media channels, mostly through AIDS Benefits and other programs including the HRC and is not afraid to be associated with the gay market. And to be sure, Kenneth Cole attire has draped more than one gay man in search of another. And to be sure, having the current Kenneth Cole campaign appear in broader mainstream publications does more to mainstream the issue of same-sex marriage in a way an ad in Advocate or Out magazines could never do. But is it gay advertising? When it comes to Kenneth Cole ads, it's difficult to call it mainstream or gay advertising. It is certainly social commentary. And maybe when it comes to a Kenneth Cole ad, it's not supposed to be thought of as gay advertising or anything as such. Merely the politics of a good pair of dancing shoes stepping into issues where others fear to tread. About Wilde Marketing Wilde Marketing is a gay advertising marketing consulting agency offering comprehensive advertising, marketing communications, strategic and public relation services to companies who understand the value of engaging gay consumers in this country. The company is located at 102 Pickering Street, Suite 3, Toronto, Ontario, Canada, M4E 3J7, 416.821.3074 phone. For more information, email Wilde Marketing. |
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© 2004 Wilde Marketing - Gay Advertising |