In the past (and even today), most companies have typically tried to stay out of any communications involving difficult social issues — or to even stake out a position.
So, cheers to Bud Light and Ellen DeGeneres for their joint efforts on behalf of gay marriage. As E.J. Schultz reports for Advertising Age:
“‘Gay weddings, they are just like any wedding,” Seth Rogen says in the commercial spot, which shows a wedding between two males. The ad also features Amy Schumer. The two comedians have been starring in the politically themed ‘Bud Light Party’ campaign. The first commercial [below] ran on broadcast TV on June 1 in California and New York, where it will also get paid digital support.”
“A big boost will come from Ms. DeGeneres, who tweeted to her 60+ million followers as part of a paid integration. Her Facebook page has more than 24.7 million likes. The ‘Ellen DeGeneres Show’ posted the spot on its YouTube channel. Bud Light has also erected rainbow-lit billboards in New York and California.”
“June 1 is the start of LGBT Pride month. It also marks the one-year anniversary of the Supreme Court decision on June 26 that legalized gay marriage nationally. Bud Light previewed the spot with gay rights group GLAAD, with which it has a longtime partnership.”