Thursday, January 17, 2013

TD Bank features same-sex couples in "mainstream" ads


The ad above was shared by my favourite Sicilian-Canadian reader, Jackie Di Caro. It appears in the Toronto Star.

Looking for background, I found that the "lifestyle" section of TD's web site also features a video with two men on the page about "becoming a couple".

What's cool about this isn't the fact that a major brand is targeting gay consumers. With their stereotyped double-income-no-kids lifestyle, committed same-sex couples are a marketer's dream. But instead of running a niche campaign in "gay" media, TD is simply adding same-sex couples to the rotation of its depictions of families. And it's not even a recent development. TD has  participated in, and sponsored, Pride parades for several years. The bank recently produced its own had-hitting It Gets Better video. And it walks the walk — it is recognized as one of "The Best Places to Work for LGBT Equality".

Via This Gay Relationship

What will all this gay-positiveness do to one of Canada's largest banks, and to society as a whole?

From a 2011 post in the blog "This Gay Relationship":
...if TD doesn't stop presenting all of these positive images in their newspaper ads, I might just get the idea being a gay male couple is as normal and natural in Canada in 2011 as has been the case for straight couples since the beginning of time (or at least since TD began advertising in big city newspapers). I'm not sure what would happen if the general population started to get that idea. Who knows where that could lead us. 
This is all awesome, from a progressiveness point-of-view, but it is also a great example of how traditional organizations are adapting to a changing social climate. In 2012, TD reported it had $1.6 billion of net income in the fourth quarter, bringing the total for year ended Oct. 31 to $6.47 billion.


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