GAP’s “Love Comes In Every Shade” Campaign

What a lovely campaign!

Gap’s print ads for its holiday campaign this year, “Love Comes In Every Shade,” celebrates various forms of love and includes several celebrity pairings. Among these couples are musician Rufus Wainwright and his husband, artistic director Jörn Weisbrodt, who represent “Married Love” in the colorful new campaign. Wainwright and Weisbrodt wed in New York last August.

The ads and film were shot by director/DP Peggy Sirota. Gap CMO Seth Farbman said of the campaign’s featured couples and families, “Their personal relationships help remind us that every family is unique and often goes beyond just those we’re related to—it also includes the people we share our lives and deepest passions with. This campaign celebrates these diverse, optimistic views on family and the many forms love can take.”

 

Gap has a history of being an LGBT-inclusive company, joining other brands in featuring same-sex couples and families in its advertisements as well as stirring up controversy with its inclusive billboards.

In fact, Gap is one of an all-time high total of 252 businesses that have achieved a top rating of 100 percent in the Human Rights Campaign Foundation’s latest Corporate Equality Index. The eleventh edition of this annual in-depth survey of U.S. employers and their practices and policies in relation to its LGBT employees, released this week, shows that support for the LGBT community from the business world has never been greater. Gap received a perfect score, meeting criterion including prohibition of discrimination, partner health insurance benefits, competency and diversity programming, external engagement in the LGBT community, and more.

Aaaaaand of course there are some annoying people who just HAVE to disagree, don’t they?! – Clothing retailer GAP has come under fire from a parenting group over a new advertising campaign which features a gay couple hugging under one t-shirt.

Billboards show the two men pressed cheek to cheek with their arms around each other with the slogan “Be Bright, Be One” across the image.

One Million Moms, a US organisation which aims to stop the exploitation of children in the media, blasted the campaign, branding it “immoral advertising”.

The activist group, which has previously attacked JC Penney and Urban Outfitters for their pro-gay adverts , are campaigning for the billboards to be removed.

In a post on its website, the controversial Christian group claimed retailers “need to choose morality or remain neutral”.

They wrote: “GAP… does not deserve, nor will it get, money from conservative families across the country.

“Supporting GAP is not an option until they decide to remain neutral in the culture war. GAP needs to seriously consider how their immoral advertising affect the youth of our nation. (sic)”

Urging members to “take action”, the post continued: “GAP Inc. Brands approved this type of ad in public areas where families and children are sure to see it.

“Please send your email to GAP now and let them know you are offended by their disrespect for family values and common decency.”

Earlier this year, One Million Moms, a division of the American Family Association, attracted criticism for its attempt to boycott Urban Outfitters for using an image of two female models kissing in an ad.

The group claimed the picture, which appeared in the clothing retailer’s April catalogue, was “offensive and inappropriate for a teen who is the company’s target customer”.

The anti-homosexual activists also attacked JC Penney for using lesbian TV host Ellen DeGeneres as a spokesperson.

The organisation was forced to drop the case after the 54-year-old star received huge support from fans.

Speaking at the time, group director Monica Cole told OneNewsNow: “We have heard back from men and women – not just moms – saying they will no longer shop there at JC Penney, as long as Ellen DeGeneres is their spokesperson.”

Just shut up.

UPDATE: got a tweet from GAP!

Gap ‏@Gap   Thanks for the huge compliment. It brought a smile to our faces.”

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