Image credit: Screenshot from Ralph Lauren Youtube
For the first time ever, luxury brand Ralph Lauren has featured a same-sex couple in one of their ads depicting family.
As part of their “Family is who you love” campaign, the brand featured real families in an ad that runs for almost a minute and a half. The families featured a diverse group, with an Asian family, an African-American family, different generations, and a lesbian couple.
The ad has a voiceover that says “Family is like home. It feels like home wherever you are. Family is everything. It’s about laughing and crying and just totally loving each other no matter what.”
Watch the ad below:
Jonathan Bottomley, Ralph Lauren’s chief marketing officer, said in a statement that “We live in a world where the meaning of family is bigger, broader and more personal than it has ever been before. We believe that family is one of the most positive forces and powerful unifiers for all of us today.”
Ad Age notes that the ad is a move by the 52-year-old luxury brand to attract a younger demographic. Ralph Lauren increased its investment in marketing by 18 percent in the most recent third quarter, and also saw a five percent rise in its net revenue for the quarter, which amounted to $1.7 billion.
Ad Age also notes that Ralph Lauren’s move reflects the changing focus brands have been taking when it comes to diversity in their ads. Twenty years ago, Ikea featured a same-sex couple in one of their ads. Lucky Charms , Wells Fargo, Tiffany & Co., and the Gap have also all featured same-sex couples in their advertising.