Do you respect all your audiences?
Really? Are you sure?
Watch the following ad, then answer the question again:
Watch this video on YouTube
So, now do you believe you respecting all of your audiences?
This spot from Banco Provincia of Argentina was a real eye-opener for me.
Respectful ads targeted to the gay and lesbian market are rare enough. But a company—a bank, nonetheless—treating a transgendered person in such a thoughtful, dignified way? Incredible.
Check out the comments on YouTube: They’re overwhelmingly positive.
When Lissa Boles shared this with me, she asked if this was “the epitome of Responsible Marketing?”
I say it is.
What say you?
What a GREAT ad! If I were in Argentina, I’d totally go and open up an account there.
But Patrick, if I might gently quibble with your headline: there’s a huge difference between tolerance and acceptance. this ad is about acceptance.
Also, I wonder: are they airing it on mainstream or ‘tough guy shows, or just in places where there won’t be any blowback?
Shel Horowitz, award-winning author of Principled Profit: Marketing That Puts People First and Founder of the Business Ethics Pledge http://www.business-ethics-pledge.org
I love this. We are all lovable. Thank you!
Shel,
Your quibble it totally legit. “Acceptance” is a better word than “tolerance.” Now, I have to decide if I should change it… 😉
What a beautiful ad. I wasn’t sure what to expect when I clicked on it, but it certainly wasn’t this. I sat there, open-mouthed, as I watched this beautiful scene unfold. As the gentleman explains in emotion-laced Spanish that requires no subtitles his apology for how he has treated this fellow neighbor, I just stared at my computer.
A bank made this? I watched it again and had the same reaction. Absolutely marvelous. What acceptance is shown. I agree with Shel; I would definitely be in line at this bank if I lived in Argentina!
A great ad with a deep message that goes par beyond services by a financial institution.
It´s about a true change that makes you think, and accept as Shel put it.
I really think marketing should be about that – making people think and maybe even change in a positive way.
Considering how many hours a week we watch ads, they should be used to make a difference, making a world a better place.
This bank would have me as a new customer!