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In the world of creativity, if you're not starting a fire, then what's the point? So, we've created a portal to celebrate the most revolutionary and thought-provoking ideas we're seeing in the world today. Some are ideas we've recognized from others and we're tipping our hats to, and others are ones we thought of (go figure). Either way you cut it, you won't find a dull moment here, and hopefully we've inspired you to start your own fire.
As Pride Month comes to a close and the remnants of confetti are swept off the streets following the landmark Supreme Court marriage equality decision, brands have started showing their support for LGBTQ through mass marketing campaigns. However, the advertising industry is embracing a new kind of LGBTQ acceptance in its productions: “gay-inclusive.” Instead of drawing attention to the subject’s sexual orientation, these brands succeed in telling a story while normalizing LGBTQ relationships. From dancing skeletons to dancing wedding parties, here are five of our favorite ads that show how LGBTQ acceptance has shaped the definition of inclusivity in the media.
Taking home an unprecedented number of awards at the Cannes Lion Festival, the viral “Love Has No Labels” campaign was designed by the Ad Council to raise awareness of implicit racial, sexual, and religious bias, premiering on Valentine’s Day in Santa Monica earlier this year. The inspiring “Love Has No Labels” tagline also was prominently featured in the New York City Pride Parade, which took place a day after the campaign’s Cannes victory.
Although its debut was back in 2013, the Kindle Paperwhite commercial is still praised by critics as one of the most innovative gay-inclusive ads, using a humorous approach portray acceptance of LGBTQ couples as a social norm rather than highlighting the differences for the purpose of awareness, and avoiding all-too-common “gay male” stereotypes.
The commercial for the Amazon Kindle Paperwhite was commended for its normalization of gay couples and absence of gay male stereotypes.
This heartwarming spot depicts two women preparing to adopt a deaf child, and its positive portrayal of LGBTQ relationships, adoption, and strong family values, minus the overt “pride” motif, sets the standard for diversity in advertising.
Hallmark’s “Put Your Heart to Paper” campaign is a poignant expression of love of all kinds, and emphasizes the lasting impact of the spoken word. By featuring the couple in the same fashion as it would a same-sex couple, Hallmark succeeds in demonstrating a shift away from gay-focused and toward “gay-inclusive” ads.
If you blink, you may miss this one—the video shows several wedding parties joyously celebrating their marriages, one of them between two brides. It also features guest performers Macklemore & Ryan Lewis, who gained recognition for their support of the gay community with their song “Same Love” back in 2012.
What Sparks Our Fire: Brands that celebrate diversity through exceptionally creative and high-impact storytelling
If you live in Seattle, San Francisco or Southern California — where AmazonFresh services are available — then you might be interested in Amazon Dash, a device that is set to revolutionize the way you shop for groceries.
Dash is a small hi-tech wand that works with your AmazonFresh account to make shopping more convenient. It is like letting a remote control do your grocery shopping for you. The six-inch gadget features a microphone and a bar-code scanner so that you can say the item name or scan it into the device, and then view the list on your desktop or mobile to purchase and schedule delivery. Dash works with a simple setup and helps users choose from over 500,000 products from fresh grocery and local products to electronics. Get more info on the gadget including how to get hold of it here.
What Sparks Our Fire: A relatively small electronic device that makes another move in improving our shopping experience.
A few days ago, Amazon announced that it would be starting a delivery drone service that would ostensibly revolutionize the delivery of packages ordered online. With the shopping frenzy beginning last week with Black Friday and continuing with Cyber Monday and other sale events up until Christmas Eve, FedEx, UPS, and the United States Postal Service will be hard pressed to get all the ordered packages to their recipients on time. Amazon Prime Air may be a solution to the shipping bottleneck, because they should only take about a half hour.
However, this process is going to come with a whole host of problems. The fact of the matter is that these are basically unsecured, unmanned package delivery systems that are unproven and essentially without precedent. The FAA have yet to approve it, and there are multiple safety issues to consider. For instance, the drone is an octocopter, which means that if one rotor fails, the remaining seven can maintain flight. However, what if more than one fails? What if they all fail? Will that mean that at any time a ten-pound flying contraption carrying textbooks could fall from the sky? Already, Twitter is full of comments on how people who are good shots now get free stuff, and essentially the idea has become a of joke.
In our opinion, the concept needs a lot of reworking before it is implemented, and it may not be an entirely safe or practical delivery method. It remains to be seen.
What Sparks Our Fire: Thinking outside the box is what is needed to solve shipping issues. Just maybe not this way.