During the opening ceremonies of this year’s Winter Olympics in Sochi, Russia, Chevrolet ran an ad called “The New Us,” in which both gay and lesbian parent couples with their children were featured. In the ad for a new Chevy (family) SUV, the narrator tells the viewer, “What it means to be a family hasn’t changed, what a family looks like has.”
According to BuzzFeed market research, about four out of five people agreed that showing same-sex couples in ads reflects the reality of today’s society, and three out of five view these ads as “appropriately inclusive.”
The same research shows that almost three-fourths of Americans view brands embracing the LGBT community as brave. Still, the more prominently or overtly these couples are shown in ads, the more these ads were seen as controversial.