Within moments of yesterday's launch of Orbitz's new television commercial that includes a golfer wearing a shirt with an HRC logo, participants in the cyberworld were talking about the new ad.
On HRC's Facebook page, one post reads, "I just saw an Orbitz Commercial and the guy had a baby blue polo on with the Human Rights Equal Logo on the shirt, nice touch!" Another post declares, "Has anyone seen the Orbitz travel commercial where a guy in a golfing foursome is wearing a shirt with the HRC logo on it (in full sight)? Great publicity. Hope someone at HRC gets a raise for this. PEACE!"
On Twitter, jocklockerroom writes, "Orbitz ad has 1 of 4 golfers wearing HRC shirt. No other sign of gayness. Cynical marketing to lgbt w/o alienating others or inclusion?"
In the commercial, four male golfers have their game interrupted when a hovercraft lands in the middle of the green. The pilot approaches the men and distributes checks to three of the men. He informs them that the price of the hotels they booked on Orbitz went down and that the checks are for the difference. The forth golfer is told he doesn't get a check because he didn't book with Orbitz.
One of the three golfers that receives a check is wearing a shirt embossed with the HRC logo, a yellow equal symbol on a blue square. For viewers unfamiliar with HRC, the 'gay' aspect of the ad might be lost.
HRC promotes itself as America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.
According to Brad Luna, HRC's director of communications, the organization licensed use of the logo for ad. The shirt is one of the many variety of branded merchandise that HRC sells through its retail Action Centers, located in Washington, DC, San Francisco and Provincetown, MA, and online.
"The ad fits into HRC’s strategy to try and broaden our reach to a larger segment of the population, both gay and straight, and continues to help disseminate our organization’s brand," commented Luna in response to an email asking about HRC's feelings about the commercial.
While Jerry McHugh is "excited that Orbitz has again included LGBT representation in its television advertising," he finds the connection between gay men and golf to be rather obscure, and the HRC logo to be too subtle. McHugh is an LGBT marketing consultant and former senior research director of Community Marketing, Inc., a marketing and research firm that specializes in gay tourism.
Due to The Dinah, an annual lesbian circuit part held annually in Palm Springs at the same time as the Kraft Nabisco Championship golf tournament, golf is a sport more closely associated with lesbians.
This is not Orbitz's first gay ad. In 2003, it aired its first gay-themed ad; however, that ad (viewable here) had a limited run and only appeared on cable during gay-themed shows such as "Boy Meets Boy" and "Queer Eye for the Straight Guy." The new 'gay golfer' ad has a much wider distribution, appearing on network and cable television for the next 5 months.
Jeffrey Davidoff, Orbitz' senior vice president and chief marketing office, believes that the ad is a step forward in the company's efforts to be more inclusive in its mainstream marketing efforts. He also stressed that Orbitz will continue its niche marketing to the LGBT community.
"The commercial is a genuine reflection of the values of our company," said Davidoff.
Orbitz is a member of the International Gay and Lesbian Travel Association and received a perfect score in HRC's 2009 Corporate Equality Index, which provides an in-depth analysis and rating of large US employers and their policies and practices pertinent to LGBT employees.
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Comments
I just noticed that logo after seeing the commercial about a dozen times. Good on Orbitz! But let's remember that Shatner brings a delightful sexual ambiguity to Priceline on a daily basis. :)
did no one notice the rainbow flag connected to the golf bag?
There is a Orbitz site specifically for the LGBT community. It shows gay-friendly traveling locations around the world. So as well as it being awesome for HRC and anybody who supports the cause, it is also a subliminal promotion of their services. Regardless, I think its awesome.
Yes I noticed the rainbow golf towel too!
So what does Jerry McHugh want to see? A bunch of guys in rainbow thongs playing badminton? It's a pretty impressive step for the two groups to collaborate in this way, yet this nimrod still finds things to complain about. And, I, along with many of friends enjoy golf... It's too bad we're just now finding out that it's a lesbian sport.
I think this is the reason most people in the country don't accept people that are LGBT. Why does the golfer have to wear a shirt to show he is gay? Straight people don't run around with "straight" shirts. If LGBT didn't parade it around and throw it in peoples faces then I think acceptance would be a lot higher. I don't have a problem with LGBT but use your energy toward equality lesislation not "I'm here I'm queer get used to it chants"
This kind of indoctrination is good?
Way to go Orbitz! We need more commercials like this that mix things up, just like typical everyday scenarios. I thought for a second I was watching the CBC!
Why is it you don't see straights wearing clothes that say they are straigt, but you see LBGT wearing clothes to say they are LGBT?
Jerry McHugh's comment is ludicrous, not to mention self-oppresive and homophobic. I'm a gay man who golfs and I know a lot of gay men who golf and a lot of lesbians who don't. The ad is cute and the logo is just there and it's a nice touch. And if it's too subtle blame HRC for their lame logo which is nice and subtle so all those queers with money can hide behind an equal sign instead of flying a big fat rainbow flag.
No more Orbitz for me. Priceline has better commercials. Subliminal advocacy is for the scared and makes me even less tolerant.
Mike up there is a closet homo.
I think the commercial is gay.
Seriously, I don't want to intrude on how any two people want to live their lives. However, I reserve the right, as a straight guy, to think inserting a penis into another mans butt to be very funny. I am not offended by it but I am amused to say the least.
Seriously, a penis in guy's butt? I don't think I will ever get over this idea.
I would just like to point out that HRC and the logo does not specifically mean gay..I have MANY straight friends and family members that have the HRC equality symbol on not only t-shirts but many have the stickers for their cars. I applaud both companies! Subtle or not it is an opportunity for people not aware to learn!
Homosexuality if wrong just like getting a tattoo. Both are going to hell.
Why do gays wear shirts with an LGBT logo but straights don't proclaim themselves as straight or wear "straight" logos?
Because straight is always assumed; if you are a human, your sexuality is assumed to be the "normal" one. This is exactly like how white, Christian man is the "standard" person. Think about it. Don't pretend that it has to do with gays being obnoxious or loud, or wanting to "wave it in people's faces." It's all about what's condsidered normal and what's viewed as the Other. Read de Bouvoir, sir.
Alright.. I saw this commercial a couple of times, and thought, "that guy's got that gay symbol on his shirt." But then I paid attention, and when the hovercraft is landing, the wind blows the rainbow golf towel around (a subtle 'waving of the flag') and it made me laugh. Clever advertising Orbitz.
LOL! Ya' didn't notice the rainbow towel draping one of the golf bags.
Wish they gotten a Regular loking Gay Man or a Big BEAR guy
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