The normalization of same-sex marriage in brand ads has been well documented over the past few years, with significant statements by Microsoft, Target, Kindle, Mariott, and Honey Maid — among many others.
But at this point, does revealing that a character in a mainstream ad is married to someone of the same gender have any "Shock Value" left?
I'm happy that equal marriage is the new shibboleth for brand hipness. I just wish the creatives would move past using same-sex marriage as the whole point of their ads, and just have it be no big deal. (Some decent scripting would be a bonus.)
Considering the reactionary work of groups like One Million Moms, however, I guess I may have to wait a few years for that.
By the way, SF Bay CBS, my source for this post, points out that Canada was doing "surprise lesbian couple" ads back in 2008:
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