Courting homophobes in ads
I didn’t watch the Super Bowl, so I missed this horrid ad for Bridgestone Tires featuring Alice Cooper and Richard Simmons. Via PageOneQ:
On a rainy night, a driver swerves to miss a deer, then he swerves to miss Cooper picking up a snake from the road. Then, when the driver sees Simmons performing calisthenics, he revs his engine and speeds up to almost hit the flamboyant fitness guru.
…Michael Wilke, Executive Director of Commercial Closet Association, an educational non-profit that advocates for inclusive representations of the LGBT community, thinks that it is time that gay people are better represented in the advertisement world.
“Advertising is usually several years behind what TV and film are doing,” Wilkie explained in an interview with AfterElton.com. “But while there are similarities in how they function, since they both seek to entertain, advertising differs in that it also wants to make friends with the viewer to sell a product or service.”
I sit and try to imagine how this ad was pitched to Bridgestone by the creative team responsible for this nasty ad. Take a crack at some approaches they may have used in their pitch.