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?

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Join the discussion 5 Comments

  • 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

  • Lisa Crunick says:

    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… 😉

  • Kelli M. says:

    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!

  • Vlatko D. says:

    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!

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