When Chevrolet prominently featured gay and lesbian couples in a family-focused commercial titled “The New Us,” marketing experts saw it as a breakthrough.
And they think other automakers will come to see it the same way.
Justin Bell, CEO of Arc & Arrow Creative Group, an agency focused on connecting brands with the lesbian, gay, bisexual and transgender market, calls the spot for the Traverse crossover, aired during NBC’s Olympics broadcasts, “monumental,” and says it was “no tiny move for Chevrolet” to include three families headed by gay couples among the 12 who were spotlighted.
Read more about the effect of the Chevrolet ad breakthrough on LGBT consumers here.
