For the first time in its 70-year history, mega bride retailer David’s Bridal included a lesbian couple in its advertising campaign. The television ad, called “Rewrite the Rules,” also features a couple with a baby and an interracial couple. In the 30-second spot, the female couple is seen dancing, then a man cuts in, who turns out to be one of their dads. Better late than never, we say, for large retailers to represent the spectrum of sexuality.
The ad campaign copy says, “Something old, something new, something borrowed, something blue, we empower you to rewrite the rules and make your day something you,” which will also appear in 15-second web ads and on the radio.
“We wanted to make sure this spot represented what we see from brides today,” Liz Crystal, CMO for David’s Bridal, told Ad Age. “We value every type of bride.”
There haven’t been very many same-sex ads for anything, with the exception of a 2015 campaign promoting Zales jewelry, and a 2016 ad promoting Las Vegas tourism featuring a gay male couple. In early 2017 before the hurricane, gay pride tourism ads in Puerto Rico appeared, including one of a canoodling male couple standing in front of an ancient fortress tower unintentionally shaped like a gigantic penis.
We applaud David’s Bridal and their efforts to include and celebrate everyone, and now dare them to feature a three-person poly “throuple” in their next ad.
Check out the ad here.