Gays a Large Presence in Advertising: Gay Market $5-8 Billions

 

The couple cuddles together, beaming down at their new wedding bands.

It could be a typical jewelry store ad except for one key — and for some controversial — difference.

This couple isn’t a man and a woman but two men next to the words “Tivol & Tomorrows.”

Same-sex wedding bands? Or just two male friends admiring their rings?

The ad, which was featured in several local magazines and on a couple of billboards in the last few weeks, is part of a campaign from the Kansas City jeweler that tries to target all of its customers, from same-sex couples to newlyweds.

As for the “Tivol & Tomorrows” ad, jewelry store officials say it’s up to viewers to decide the message.

And decide they have, with some people praising Tivol for its positive presentation of same-sex couples and others chastising the company for the same thing.

“We did not go into it wanting to be political,” said Adam Gebhardt, director of marketing for the 101-year-old family-owned Kansas City company.

“Nothing is overt, and all the ‘Tivol & T’ ads are open to interpretation,” Gebhardt said. “But some have exaggerated the content in their minds, saying the two men were holding hands or kissing, and none of that is true. One woman asked, ‘How am I going to explain it to my children?’ ”

Gay ads are coming out of the closet. Not only is the content more mainstream — less racy, more mundane activities — but the ads also aren’t limited to niche publications.

It’s now fairly common to see ads targeted at gays in magazines, but it’s unusual to see them on billboards, experts said.

“It’s newer to outdoor. That’s as out as you can be, being exposing to everyone,” said Mike Wilke, a New York-based consultant on gay and lesbian advertising and founder of CommercialCloset.org, which tracks such ads. “Even network TV can be somewhat more targeted — certain times, certain programs.”

Wilke, a native of Kansas City, said most advertising is targeted to gender, to age, sometimes to race. “But advertising in mainstream outlets doesn’t often speak to gay people,” he said. “Gays don’t expect to see themselves in advertising.”

The “Tivol & Tomorrows” ad is one of several in the company’s recent “Tivol & T” campaign. For example, a “Tivol & Texting” ad shows a man texting on a cellphone while his wife holds their newborn in a hospital bed. With “Tivol & Tee Time,” a man is teeing off at the golf course with a Tivol watch on his wrist. The campaign was created by The Collaboration, a Kansas City branding and marketing agency.

Tivol recently took down at least one “Tivol & Tomorrows” billboard and replaced it with a new holiday ad.

“There are always going to be people who don’t like an ad for one reason or another,” said Mike Swenson, president of Barkley PR/Cause Marketing in Kansas City. “Are some people negative about the Tivol ad? I’m sure there are. But it’s smart marketing. They are going after a demographic with higher than average disposable income.”

Indeed. Advertising Age said estimates on the spending power of the gay and lesbian market ranges from $500 billion to more than $800 billion. With same-sex marriage gaining approval in more states, a new wedding industry segment is opening at a time when the economy is struggling. GayWeddings.com, for example, has more than 35,000 vendors in its directory catering to same-sex couples.

Still, the ads can cause some backlash.

Earlier this year, J.Crew president Jenna Lyons was featured in an ad painting her young son’s toenails hot pink, “igniting a gender identity controversy,” according to advertising experts. The clothing retailer’s new online catalog showcases a gay designer standing apart from his boyfriend but with one hand grasping his arm.

Swedish furnishing store chain IKEA drew some negative reaction by running an ad in Italy showing two men standing with their backs to the camera but holding hands, with the headline “We are open to all families.”

Kansas City-based Hallmark Cards said it also wants to be inclusive. So it not only became a founding corporate partner for the new Mid-America Gay & Lesbian Chamber of Commerce, based in Kansas City, but three years ago introduced four cards targeting same-sex relationships.

“Much like the job-loss cards that have been getting so much buzz lately, these cards represent what we define as a niche need,” said Linda Odell, spokeswoman for Hallmark.

Independent retailers can choose whether to offer the cards, and Hallmark doesn’t expect the same-sex cards — or any other niche card — to be top-sellers.

“But we do want people who are looking for a card for such situations and relationships to be able to find what’s right for them from Hallmark,” Odell said.

Still, several gay organizations prefer ads that treat their lives as nothing out of the ordinary.

“In gay publications you probably see more skin, but the (mainstream) ads should be subtle. We do want to be seen like any other couple,” said Dan Nilsen, founder and president of the Mid-America Gay & Lesbian Chamber of Commerce. “Tivol will probably get more customers because of it — gays and our straight friends who support us.”

Tien-Tsung Lee, strategic communication track chair at the University of Kansas’ William Allen White School of Journalism and Mass Communications, agreed. His research shows younger consumers, especially young women, are more accepting of gay and lesbian relationships so probably wouldn’t be put off by a same-sex ad.

Running gay ads also can boost a brand’s image, setting up a company as more cutting edge and progressive. Some companies try to have it both ways, targeting the more liberal market without offending more conservative people by designing what Wilke calls “gay vague” ads. They include gay references that may be overlooked by heterosexual viewers while giving a “wink” to gay consumers.

But to Wilke, there’s nothing vague about the Tivol ad.

“One has his arm around the other, so they are touching,” Wilke said. “That intends to suggest a relationship. And the rings are not the typical simple gold band.

“Tivol is doing it with a whisper and not a shout. … They have a certain sophistication in their advertising, and they did a great job with this one.”

To reach Joyce Smith, call 816-234-4692 or send e-mail to jsmith@kcstar.com.   kansascity.com/