Was it the two pair of dudes? Or the HRC logo on the guy’s polo? Orbitz’s latest ad spot goes subtle with the gay overtones — significant not because it’s an example of gay marketing (Orbitz has been doing that for years) but because the ploy is so nonchalant, it’s barely noteworthy.
orbitz
WATCH: Gay-Inclusive Marketing Barely Worth Highlighting Anymore
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Vito in PSP
Interesting point, gay marketing doesn’t have to be a sledge hammer to get the point across to the gay market that an advertiser is/wants to speak to them. I think any “couples” inference is not on target, however. Point #1, your reference to the “two pair of dudes”, golf foursomes are usually of the same gender, it makes for better pace of play, so that doesn’t have a gay connotation per se. Point #2 is in the spot, which implies they aren’t couples as the Orbitz guy references the refunds for each of them for booking their rooms via Orbitz, except for 1 guy. If they were couples, wouldn’t there be only two reservations and two rooms?
Brandon
I don’t think this is particularly a gay ad. I kinda feel like the HRC logo is an easteregg of sorts for those who don’t know it. Who knows, maybe this is a sign of a post-sexuality commercial where they’re trying to expand their target market to be inclusive of all 20/30-somethings, not just straight or gay.
In the end though I’m not feeling the commercial. It just seems kinda ridiculous and silly. In the bad kind of marketing way, not in the intentional way.
mixed-fruits
There’s also a pride flag on one of the golf club bags.
...
theres also a rainbow flag on one of the golf bags
Bitch, please!
I wouldn’t have noticed the “equality” logo on the blue shirt or the extremely brief glimpse of the rainbow flag in a million years. Amazing observational skills!
Gay in LA
What do you want them to do? Have a Pride Parade in the middle of the F-ing golf course? Quit bitching about EVERYTHING and take it as a special little nod to the gay community.
BrianZ
*cough* I think the point was that gay advertising is going mainstream, not bitching about the subtlety of it. After all, not all queers are in your face, partying, sex-tape making Ken dolls. Fag!
Christ some people sure do come from an angry place, don’t they?
andy_d
OMG. maybe I need to pay more attention to television commercials. =:-)
Kudos to Orbitz. They have, in my experience, always been GLBT positive.
Troy
Having spoken with representatives from Orbitz, I believe their intention was to be inclusive.
http://www.examiner.com/x-4905-DC-Gay-Travel-Examiner~y2009m6d16-Orbitz-creates-buzz-with-gay-golfer-commercial
Bitch, please!
I was just commenting on the great observational skills of some of the commentators! What is with the 3rd degree?
Chuck
I wasn’t sure if they were gay couples, one was gay, 2 were gay, or there was just the overall message that it’s okay to like gay people now. Any and all of the above are excellent. This is exactly the kind of subtle inclusion that is the best way to achieve acceptance. If it weren’t for haters and the GOP this might not be necessary but it is. Bravo.
DeAnimator
That’s how it should be. Because there is no difference between homo and heterosexuals except marginalization. Beat them at their own game and show them it’s only THEM creating these ridiculous differences.
Smart Kat
I have long thought that advertising is the best indicator of the nation’s pulse.
I noticed this when I was a teen watching the Cosby Show and noticed the commercials there were black clones of the commercials with white people on other shows. As if they thought whites wouldn’t buy a product advertised by a black person.
The more we see gay couples on commercials, the better indicator the culture is accepting gays.
But this commercial was careful to do subtle things that would go over the head of the typical straight person. That way they don’t need to fear alienating the homophobe. For instance, I have no idea what the “HRC logo” means.
Smart Kat
Vito is right.
All three who made reservations through Orbitz got refunds and the one did not get a refund because he did not get his room through Orbits. That means all 4 got their rooms separately. So there was no gay couples. Maybe gay singles but no gay couples.