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Chevrolet plans Olympics TV ads featuring diverse cast, gay families

Friday, February 7, 2014

During the U.S. broadcast of the opening ceremony of the 2014 Winter Olympics on Friday, Chevrolet will join Coca-Cola in in running television advertisements with diverse casts that include gay families.

The new Chevrolet ads blend news clips, social media and real-life events to show that even though the world is changing, the things that matter most remain the same.

Chevy, a unit of General Motors Co ., didn’t comment on the Russian laws specifically, instead saying in a statement that “these ads … are not intended as any political commentary.”

But some advertising experts say the commercials make a pretty clear statement. “Actions speak louder than words,” said Allen Adamson, managing director of the New York office of branding firm Landor Associates. “The action of putting a spot on the Olympics is far more powerful than a press release. It’s a very clear statement of what they believe Chevy stands for.”

This first spot focuses on genuine moments between real families to show, per the ad’s own narration that “while what it means to be a family hasn’t changed, what a family looks like has.”

Watch:

The second sixty-second spot takes a wider look at society through the lens of social media and includes both a gay couple and a nod to gay teen science prodigy, Jack Andraka (at 0:24).

Watch:

“Chevrolet has nailed it with ads that truly reflect the fabric of our nation, which today includes gay and lesbian families,” said GLAAD President and CEO Sarah Kate Ellis, in a statement.

“Recent LGBT-inclusive ads like these not only raise the bar for the advertising industry, but also reflect the growing support and acceptance of LGBT people. It’s about time my children were able to turn on the television and see families like their own represented in mainstream advertising.”

Coca-Cola gained national attention on Sunday when became the first advertiser to feature a gay family in a Super Bowl television commercial.

The ad, titled “It’s Beautiful,” celebrates America’s diversity and cultures with images of scenic landscapes from around the country, includes two male partners and their daughter go roller-skating.

Coca-Cola plans to air a longer version of the ad during the ceremony on Friday evening.

Watch:

Three sponsors of the U.S. Olympic Committee – AT&T, DeVry University and yogurt maker Chobani – have spoken out explicitly against the Russian law. Other companies that have remained silent on the issue have been widely criticized on social media.

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56 more reader comments:

  1. Wonderful. About time

    Posted on Friday, February 7, 2014 at 8:52pm
  2. Yay

    Posted on Friday, February 7, 2014 at 8:52pm
  3. I hope people don’t get mad at this like they got mad at the Coke commercial from the super bowl. It’s amazing how intolerant America STILL is. Not a day goes by where I don’t feel extremely sad for this world…

    Posted on Friday, February 7, 2014 at 8:52pm
  4. There are already wingnuts lining up to be mad about this.

    Replied on Friday, February 7, 2014 at 8:58pm
  5. they sit around waiting, like vultures.. waiting for the smallest thing.. then, its on.. all out attack.. like rabid dogs..

    Replied on Friday, February 7, 2014 at 9:53pm
  6. Vanessa Fluttershy Labreche I share your sentiment!

    Replied on Friday, February 7, 2014 at 10:08pm
  7. so we can fight other countries on their fairness but not make it equal for everyone here at home. Let’s start here first, Make it legal for all marriages in every state here at home.

    Posted on Friday, February 7, 2014 at 8:52pm
  8. I don't think imprisonment for "promoting homosexuality" and not being able to get married are in the same ballpark. I don't even understand how we can't fight both at the same time .-.

    Replied on Friday, February 7, 2014 at 8:57pm
  9. this is a commercial, they are not really doing anything except to say Hey we support this in America, why don't you, but yet there are so many states that fight the fairness act and same sex marriage here, who are we to tell them they are wrong when we are just as wrong

    Replied on Friday, February 7, 2014 at 9:00pm
  10. Why should "we" shut up, anywhere in the world? It is fallacious to think that "we" who speak out against human rights abuses everywhere in the world should shut up because of some bigoted factions holding back progress in the geographic unit called the US. We protest all human rights abuses, everywhere. No one can shame me into not protesting the horrors going on in Russia.

    Replied on Friday, February 7, 2014 at 9:17pm
  11. I am not saying we should be for their abuse, I am just saying we need to practice what we preach, like allowing gay marriage and fairness for every state.

    Replied on Saturday, February 8, 2014 at 12:58pm
  12. WOO! Have to LOVE that!!!

    Posted on Friday, February 7, 2014 at 8:53pm
  13. Ha some people are going to have a cow lol

    Posted on Friday, February 7, 2014 at 8:56pm
  14. Are they showing in Russia?

    Posted on Friday, February 7, 2014 at 8:56pm
  15. #LoveAlwaysWins

    Posted on Friday, February 7, 2014 at 9:00pm
  16. Lmao! I can’t wait to see the homophobes that will go on about wanting to get rid of their Chevy now!!!! Haha!

    Posted on Friday, February 7, 2014 at 9:00pm
  17. Their excuse will be "I don't want to catch the gay bug!" Such ignorance. xD

    Replied on Friday, February 7, 2014 at 9:54pm
  18. Good, I'll buy one and paint it rainbow!

    Replied on Friday, February 7, 2014 at 11:18pm
  19. Well done Chevy

    Posted on Friday, February 7, 2014 at 9:10pm
  20. Awesome.

    Posted on Friday, February 7, 2014 at 9:11pm
  21. I’d be much happier if they pulled their ads altogether. Too much to ask?

    Posted on Friday, February 7, 2014 at 9:15pm
  22. WOW!!!

    Posted on Friday, February 7, 2014 at 9:23pm
  23. I own 2 chvys go general motors

    Posted on Friday, February 7, 2014 at 9:32pm
  24. Chevron oil comes from jail all the gays Nigeria

    Posted on Friday, February 7, 2014 at 9:33pm
  25. WOW!!! Well done Chevrolet!

    Posted on Friday, February 7, 2014 at 9:35pm
  26. that doesn’t make up even a fraction of how pissed off some of us are.. you should not be part of a hate machine

    Posted on Friday, February 7, 2014 at 9:37pm
  27. Thank Chevy!

    Posted on Friday, February 7, 2014 at 9:38pm
  28. Thanks Chevy!

    Posted on Friday, February 7, 2014 at 9:39pm
  29. Awesome!!!

    Posted on Friday, February 7, 2014 at 9:44pm
  30. Go Chevy!!!!

    Posted on Friday, February 7, 2014 at 9:52pm
  31. Can we get all the LGBTQ Nation followers to support our LGBTQ scholarships and grants we will be announcing next month. Without your support, we may not be able to do it. Support our page for moms and women and share. http://www.naas.org/scholarships-for-single-mothers.php

    Posted on Friday, February 7, 2014 at 9:53pm
  32. Thank you but I just can’t go back to GM. I will just hope that Ford follows suit.

    Posted on Friday, February 7, 2014 at 10:02pm
  33. well, it’s about time……families are familes

    Posted on Friday, February 7, 2014 at 10:33pm
  34. Posted on Friday, February 7, 2014 at 10:39pm
  35. Cool. The local Chevy dealership out here is actually a sponsor of the annual Pride parade and festival. Good to see the entire company is onboard with this. I knew there was a reason I’ve always been a Chevy guy!

    Posted on Friday, February 7, 2014 at 10:40pm
  36. Wahooooo….proud of you!!!!!

    Posted on Friday, February 7, 2014 at 11:08pm
  37. That is so Awesome

    Posted on Friday, February 7, 2014 at 11:29pm
  38. Get ready to start seeing chevy dealerships struggle and more cars in the junkyard. Lol!!!!! homophobics are gonna die over this! :D #hopefully

    Posted on Saturday, February 8, 2014 at 12:35am
  39. Gross and Evil! :(

    Posted on Saturday, February 8, 2014 at 1:03am
  40. Yes. Hatred and injustice are gross and evil.

    Posted on Saturday, February 8, 2014 at 1:08am
  41. Welcome Aboard…….we wil soon be Kissin Cousins….tada

    Posted on Saturday, February 8, 2014 at 1:46am
  42. Sad.

    Posted on Saturday, February 8, 2014 at 2:18am
  43. Love it

    Posted on Saturday, February 8, 2014 at 3:30am
  44. I love that all these people and companies are taking jabs at Russia for this.

    Posted on Saturday, February 8, 2014 at 3:32am
  45. Yay! :) Another awesome commercial! ^_^

    Posted on Saturday, February 8, 2014 at 6:01am
  46. Vroom vroom, go chevy go!

    Posted on Saturday, February 8, 2014 at 6:11am
  47. love the idea

    Posted on Saturday, February 8, 2014 at 6:26am
  48. Uh oh, the redneck bigots in the silverados are going to lose their shit lol

    Posted on Saturday, February 8, 2014 at 7:02am
  49. No reason to worry folks. Most of the hardcore rednecks are all about their Ford pickups. I’ve lived in the South for 26 years. Actually, there is growing support for equality down here. And don’t kid yourselves by thinking that life as a member of the LGBT community is so peachy elsewhere in the US. There is a lot of anti-LGBT rhetoric spewed by politicians and others down here, but oddly enough there don’t seem to be a ton of anti-gay hate crimes committed here like there are in other places. For all the talking by New Yorkers about how their city is so LGBT-friendly, there sure have been more hate crimes there than I can count. So while some of you seem to think that racism and anti-LGBT bigotry are unique to the South, I highly encourage you to take your blinders off and look around you. These problems still exist nationwide, and we’re all in this fight together.

    Posted on Saturday, February 8, 2014 at 8:26am
  50. They should feature a friend of mine and his partner who adopted three children and were featured on WABC-TV Channel 7 Eyewitness News here in Manhattan.

    Posted on Saturday, February 8, 2014 at 9:10am
  51. Cheers Chevrolet !

    Posted on Saturday, February 8, 2014 at 9:19am
  52. uh oh, incoming republican outrage!

    Posted on Saturday, February 8, 2014 at 11:07am
  53. Glad I drive a Chevy!!!

    Posted on Saturday, February 8, 2014 at 12:11pm
  54. Well, I know where I’ll shop for my next car!

    Posted on Saturday, February 8, 2014 at 1:46pm
  55. Chevrolet could win even more respect by pulling their adds!! Hoiw about that!

    Posted on Saturday, February 8, 2014 at 2:12pm
  56. I saw this Chevrolet commercial last night and was so taken by what was being said I looked for the gay couple – they had to be there. It says a lot that in doing that, I missed them, because it was normal – just like all the other depictions of “family” are normal to me now. How wonderful. Excellent commercial.

    Posted on Saturday, February 8, 2014 at 4:00pm