Gay and
lesbian couples feature prominently in Tylenol's new #HowWeFamily campaign,
which aims to celebrate the diversity of modern families.
A same-sex
prom couple and two gay dads are among those featured in the campaign's first
TV ad, which is directed by Academy Award winner Dustin Lance Black and is slated to begin airing on
TV next week. The clip launches a three-month effort that will include profiles
of 10 real-life U.S. families, a "docu-short" on the changing face of
the American family and the results of a national survey on families. Each of
these components will soon be found on a microsite.
A voiceover
declares, "Family isn't defined by who you love, but how."
Manoj
Raghunandanan, Senior Director of Marketing for Johnson and Johnson's McNeil
Consumer Healthcare, told Advertising Age that the ad was representative of his
company's commitment to celebrating how "families look and feel different [now] than they did before."
He added,
"Because we're a family brand, because we're an iconic American brand, and
we want to continue to serve families into the future, I think it's important
that we reflect what that family is today."
The
campaign's spokeswomen are "Bring It On" actress Gabrielle Union and
psychiatrist and columnist Gail Saltz.
The clip
follows Tylenol's holiday-themed "For What Matters Most" commercial, which re-imagined
one of Norman Rockwell's iconic "Freedom From Want" painting with a group of diverse
families, including a pair of lesbian moms.
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