America’s largest bridal store chain David’s Bridal has reportedly featured a same-sex couple for the first time in its new advert.
“We wanted to make sure this spot represented what we see from brides today.”
—Liz Crystal, chief marketing officer at David’s Bridal
Liz Crystal, chief marketing officer at David’s Bridal, which was established in 1950, told Ad Age that the company is “rewriting the rules” in its latest branding.
David’s Bridal: We are “rewriting the rules” for diversity in marketing
“We wanted to make sure this spot represented what we see from brides today,” said Crystal.
“We value every type of bride.”
Watch the advert below:
The same-sex wedding industry in the US has seen a boost since equal marriage was legalised following a Supreme Court ruling in June 2015.
Same-sex marriage boosts US economy after Supreme Court ruling
Gay weddings contributed $1.6 billion to the national economy and $102 million to state and local tax revenue in the year after the court ruling, according to a 2016 report by the Williams Institute on Sexual Orientation and Gender Identity Law and Public Policy.
David’s Bridal’s new advert was made in collaboration with agency Yard.
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The latest David’s Bridal campaign will be aired in 15 and 30 second slots on TV, as well as being circulated on social media and broadcast on the radio.
A number of other big companies have pushed to include LGBT+ couples and themes in their marketing in the US.
In May, a video created to advertise Las Vegas included a lesbian couple.
And, in February, a Coca-Cola advert aired at the Super Bowl included a lesbian couple and a non-binary person.
Meanwhile, in the UK, that drag queens featured in groundbreaking new adverts from cereal company Kellogg’s.
Vivienne Lynsey and Miss Blair, from Manchester, starred in two adverts talking about when to eat cornflakes.
Lynsey hailed the landmark nature of the ads.
“It’s really important brands are representative of all sexuality and gender,” she said.
“Gender is fluid; it is so much more than being a man and being a woman, and I think it is fantastic Kellogg’s is being inclusive – it’s not every day you get to be in a Corn Flakes advert.”