#BeSomeonesHome, la campaña de IKEA

«Hagamos que todas las orientaciones sexuales e identidades de género se sientan como en casa en todas partes», pide IKEA en su spot.

+ info: With #BeSomeonesHome campaign, Ikea celebrates equality, makes its workspaces safe for all

On May 17, on the occasion of IDAHOT, Ikea paid tribute through a campaign that underlines its commitment to advocate for a fairer and more equal world and workspace where LGBT+ people feel welcomed for who they are.

In its new campaign #BeSomeonesHome, home furnishing brand Ikea, from the Ingka Group,  highlights its commitment to advocating for a fairer and more equal world where people from all communities, irrespective of gender and sexual orientation, feel welcomed, respected and appreciated for who they are.


La identidad de género en la publicidad

(imagen propia de campaña de octubre de 2015)

La normalización va llegando, …

Algún ejemplo de lo recogido en este artículo de El País

Clínica dermatológica Cliniderma. «Los chicos serán chicas. Apoyamos a las mujeres transgénero en la celebración del Orgullo». Agencia JWT, Colombia.


Ayuntamiento de Nueva York. «Mira más allá del rosa y el azul. Usa el baño acorde con quien eres». Agencia desconocida.

… pero va llegando muy poco a poco

Boicot a la Coca-Cola ‘gay friendly’ en Hungría (agosto, 2019)

Un canal de TV estadounidense censura un anuncio en el que se casan dos mujeres (diciembre, 2019) 

El Ayuntamiento de Madrid censura parte de la campaña del Orgullo (junio, 2019)

The Lynx effect: ad land begins to reflect the lives of gay men

+ info: The Guardian

Recent ads by Tiffany & Co and Lynx reflect a growing trend in advertising where homosexuality is not sensationalised. But more needs to be done to represent the whole LGBT community.

No ad is original. Adverts are a product of the environment in which their creators live. They piggyback on and manipulate current trends for profit. It’s therefore not a surprise that in the last 18 months we’ve seen some form of the selfie explode on to every poster site and TV ad break across the country on behalf of everyone from Turkish Airlines to GoPro.

Homosexuality has also been in the news. From a slew of American states legalising gay marriage to pages rife with celebrity outings from Tom Daley to Apple CEO Tim Cook. It therefore makes sense that we would see this reflected in ad land’s output.

But are brands that nod to homosexuality doing so in a calculating manner? It’s pretty gross to imagine a marketing manager proclaim: “Gays are in this year, can’t we work that into our new 30 second TV spot?” This is the cynics’ perspective, but it’s hard to stand by. If we decide it’s wrong that brands make money and acknowledge homosexuality in the process then the natural progression is that they shouldn’t be allowed to make any reference – a superinjunction on homosexuality in advertising – which is undeniably a step in the wrong direction.