Magazine article Marketing

Virgin TV Ad to Show Gay Kiss

Magazine article Marketing

Virgin TV Ad to Show Gay Kiss

Article excerpt

Virgin Vodka is to launch the first British TV ad showing a gay couple kissing, opening the floodgates for other companies to openly target the pink pound.

The ad has been made in partnership with London bar The Edge and will break on satellite channel MTV in March for a three-month campaign. Virgin is also considering screening the ad on late night Channel 4.

The ad shows three hours of a night in gay and heterosexual bar The Edge, condensed into a 30 second commercial.

The viewer sees a heterosexual couple kissing and a gay couple kissing between shots of a Virgin Vodka bottle and branded Virgin glasses.

Observers believe Virgin's decision will encourage other companies to target the gay community. Britain lags behind the US, where ads for companies like IKEA openly show gay couples.

Virgin has received permission from MTV's regulators to screen the ad, but the head of the Broadcast Advertising Clearance Centre, Uisdean Maclean, said the ad would have to be viewed before he could say whether it was suitable for Channel 4. …

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