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How tolerant is your marketing?

By on March 18, 2009 in advertising, message responsible, socially responsible, videos

Do you respect all your audiences?

Really? Are you sure?

Watch the following ad, then answer the question again:


Watch this video on YouTube

So, now do you believe you respecting all of your audiences?

This spot from Banco Provincia of Argentina was a real eye-opener for me.

Respectful ads targeted to the gay and lesbian market are rare enough. But a company—a bank, nonetheless—treating a transgendered person in such a thoughtful, dignified way? Incredible.

Check out the comments on YouTube: They’re overwhelmingly positive.

When Lissa Boles shared this with me, she asked if this was “the epitome of Responsible Marketing?”

I say it is.

What say you?

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  • http://principledprofit.com/ Shel Horowitz

    What a GREAT ad! If I were in Argentina, I’d totally go and open up an account there.

    But Patrick, if I might gently quibble with your headline: there’s a huge difference between tolerance and acceptance. this ad is about acceptance.

    Also, I wonder: are they airing it on mainstream or ‘tough guy shows, or just in places where there won’t be any blowback?

    Shel Horowitz, award-winning author of Principled Profit: Marketing That Puts People First and Founder of the Business Ethics Pledge http://www.business-ethics-pledge.org

  • http:www.LisaCrunick.com Lisa Crunick

    I love this. We are all lovable. Thank you!

  • http://www.outsourcemarketing.com Patrick Byers

    Shel,

    Your quibble it totally legit. “Acceptance” is a better word than “tolerance.” Now, I have to decide if I should change it… ;)

  • Kelli M.

    What a beautiful ad. I wasn’t sure what to expect when I clicked on it, but it certainly wasn’t this. I sat there, open-mouthed, as I watched this beautiful scene unfold. As the gentleman explains in emotion-laced Spanish that requires no subtitles his apology for how he has treated this fellow neighbor, I just stared at my computer.

    A bank made this? I watched it again and had the same reaction. Absolutely marvelous. What acceptance is shown. I agree with Shel; I would definitely be in line at this bank if I lived in Argentina!

  • Vlatko D.

    A great ad with a deep message that goes par beyond services by a financial institution.
    It´s about a true change that makes you think, and accept as Shel put it.
    I really think marketing should be about that – making people think and maybe even change in a positive way.

    Considering how many hours a week we watch ads, they should be used to make a difference, making a world a better place.
    This bank would have me as a new customer!

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