In a newly launched television commercial by Orbitz, a leading online travel company, 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.
The advertisement is clearly designed to promote Orbitz's new price assurance program that guarantees that if a customer books a flight or hotel reservation and another Orbitz customer subsequently books the same reservation at a lower published fare, and first customer receives a check for the difference.
What might not be obvious to many viewers is that that ad also contains a subtle nod to gay viewers. 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.
HRC promotes itself as America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.
The inclusion of the HRC logo was confirmed by Brian Hoyt, Orbitz's vice president of corporate communications and government affairs.
Orbitz has a history of marketing to the gay community. In June 2002, the company launched a gay-specific microsite, www.orbitz.com/gaytravel, within its main Web site. The microsite features information about gay-friendly destinations and events and specially tailored travel deals.
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Comments
This seems like a disappointing pull back by Orbitz. In the past they've done some fun, clearly out spots. This seems so subtle as to make the gay golfer almost invisible. We all recognize the HRC logo, but to the vast public it doesn't read "gay". Sorry, but at this point I expect more, particularly from a company like Orbitz.
Hey Mike...
I'm a straight guy...yet I immediately recognized the "=" symbol for what it was. It's not about "reading gay"; it's about being well informed. You're not giving us heteros enough credit.
I don't remember the other Orbitz commercials, so I don't know how "out" they were by comparison. I must have seen them, yet just didn't get the message.
I didn't know Orbitz was "gay-friendly" until catching the latest ad. There is something to be said for subtlety. The fact that this company is using a different approach to get the message across doesn't constitute a "pull back".
Perhaps you're not giving Orbitz enough credit, either.
Yeah, I found this Twitter online, posted by a gay tour operator. I am pleased by "John in MA's" response, in that it's heartening to know that more and more of the "mainstream" community understands both the basics of gay issues and what the HRC logo stands for.
Twitter excerpt: 'Orbitz "gay-friendly" travel commercial - really? Great for HRC, but you have to know the logo to "know"
I noticed the HRC logo the first time I saw it. However, I just saw this commercial again and caught the rainbow flag or golf towel (?) on one of the golf bags that flaps as the hover craft lands.
I also recognized not only the "=" but also the rainbow towel hanging off of the golf bag in the background. So subtle, yet so apparent. I am straight and the nuances in the commercial definitely stuck out, positively.
AHA! When I saw that I thought "Nah...that's probably just another logo or something." But, then I just saw it (for the hundredth time) and thought "I'll get to the bottom of this." I'm glad (or GLADD ;-) to see that Orbitz is honoring pluralism in our society by providing adverts to the same-sex community. I think the subtleness of this reference is actually right on par. A commercial with flamboyant "Bruno" beefs wouldn't really help. Being LGBT isn't about "in-your-face" actions but a subtle description of who we are and this commercial presents this in a nice subtle manner. I applaud Orbitz and enjoy this ad every time it runs.
Who cares. Gays are going to hell anyway.
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