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Chevrolet plans Olympics TV ads featuring diverse cast, gay families

Friday, February 7, 2014
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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.”

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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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