So to recap.
We have the social media accounts for two nominally different brand management companies promoting the McCains campaign, by making identical quote tweets.
These companies also promote each other. I think it's reasonable to conclude that one/both was involved with producing the McCains campaign.
And these are the thoughts of the Global Head of Research and Insight at one of these two. So pretty senior.
extract
An inclusive approach
One where the LGBTQ+ community are cast within everyday scenarios, featuring brands and products. They’re just there in the ad like straight people, enjoying the products for the emotional and/or functional benefits. To be fair, this is likely to be the most realistic representation of LGBTQ+ people (brushing teeth and shampooing hair is pretty much standard across all demographics), but this route is safe (and boring) and the least creative representation. For most consumers it wouldn’t even register. It also does the community a disservice as it does not truly reflect the lives of the community.
A disruptive approach
One where difference, lived experience and unique perspective is used to generate insight and deliver more impactful campaigns. Think Colin Kaepernick and the Dream Crazy campaign from Nike (albeit this campaign dealt with the topic of racism). This approach is not without its risks. A different perspective could be harder to grasp because it’s not immediately relatable to mainstream audiences; there's a possibility it could alienate some people with a backlash online. This route, however, offers more creativity through taking a different perspective on a well-worn insight. Ultimately, it demonstrates that brands fully 'get' the communities they’re trying to represent and target.
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When looking at ideas that have cut though in the past, we see that the likes of Starbucks’ What's Your Name? and the Gillette’s First Shave ads garnered praise and recognition whilst at the same time drawing ire from the anti-woke crowd. But brands have to be relaxed and comfortable with that reaction; as long as you’re on the right side of the debate there will always be naysayers. In the short-term you might see a drop off in sales, but this is countered by longer-term gains. [bold mine]
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So, looking back, what makes a good Pride campaign great? My advice is don’t be afraid to embrace difference as a disruptor; always handle sensitive topics with care and in collaboration with the community and, finally, it’s ok to piss people off. Just as long as you’re pissing off the right people.
[bold mine]
From: www.shots.net/news/view/pride-its-ok-to-piss-people-off