What’s with the gay golfer?
A few savvy observers have noted the appearance of a gay rights symbol (the Human Rights Campaign’s blue & gold logo on the guy’s shirt) in the new Orbitz hovercraft commercial from Mullen. We’ve had press inquiries on this subject with people wondering about motives. Well, it’s pretty simple. Orbitz was the first online travel company with a perfect score on the Human Rights Campaign’s Corporate Equality Index. Orbitz has a long track record of marketing to the LGBT community. They’ve been recognized by Commercial Closet for their progressive approach to this active-travel demo and they were presented with the Rosoff Award for marketing to a diverse community by the Ad Club of Boston in part for this earlier spot from Mullen. So nothing subversive going on here. Just business as usual.
Cool little way to acknowledge the importance of a community to a brand. Not a bad way to get a little press either
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I did a couple double takes on this one to see if that was really the = symbol. Glad that it is! Kudos to Orbitz & Mullen for the plug – it was tastefully done.
That is just so cool! Go Orbits!
though i was seeing things. was so glad to see the symbol. EXCELLENT! will definetly be checking Orbitz out for my next vacation
Great job – you're completely deserving of the GLAAD nomination.
Actually, the theme of this spot – a gay man being included among a crowd of guys playing golf — was reminiscent of the bachelor party golf weekend of a buddy of mine.
As the only gay guy among his circle of friends, and a truly horrible golfer, I wasn't sure I was going to be included, but my buddy said he couldn't imagine the weekend without me. Everyone made me feel so completely a part of things, that it was one of the highlights of my year – a very special weekend.
I think this is how gay people want to see themselves – not so much overly affirmed in a shocking or over the top way, but simply included in the mix of life.
Kudos to you guys for a stellar effort that hit just the right note.
Great job – you're completely deserving of the GLAAD nomination.
Actually, the theme of this spot – a gay man being included among a crowd of guys playing golf — was reminiscent of the bachelor party golf weekend of a buddy of mine.
As the only gay guy among his circle of friends, and a truly horrible golfer, I wasn't sure I was going to be included, but my buddy said he couldn't imagine the weekend without me. Everyone made me feel so completely a part of things, that it was one of the highlights of my year – a very special weekend.
I think this is how gay people want to see themselves – not so much overly affirmed in a shocking or over the top way, but simply included in the mix of life.
Kudos to you guys for a stellar effort that hit just the right note.