Sprite’s new LGBTQ ad is a rainbow-coated, pandering mess – with no soda

[sharenow]

You can now safely add Sprite to the list of corporations pandering to the LGBTQ community.

In a new, bizarre advertisement for their lemon-lime soda, the company clipped together scenes of various members of the LGBTQ community getting ready to attend a “Pride” event. In one scene, a girl helps her friend put on a binder, or an article of clothing commonly used by LGBTQ members to flatten their chests to present as male. In another, an older woman is seen helping a drag queen lace-up his corset. Yet another depicts two young children painting a heart onto a rainbow flag, the symbol of LGBTQ pride.

Describing the ad, however, simply doesn’t do it justice. These scenes play back-to-back with seemingly no context. In fact, the Sprite logo doesn’t even appear until the very last scene, leaving viewers wondering exactly what they’re seeing and why. More importantly, how does this tie in with carbonated beverages?

Watch:

While the ad itself feels like a trip through a progressive television show meant for young adults questioning their sexuality, ultimately it is a money grab. It screams, “Hello, gays! Pay us because we give you airtime!”

But Sprite isn’t the first company to needlessly pander to the gay community. In 2014, Lucky Charms posted their “#LuckyToBe” campaign, encouraging people to “share what makes you colorful.” Starbucks posted the stories of “three transgender partners” and how they found “unconditional acceptance” at the coffee company. Apple, which boasts an openly-gay CEO who is a loud supporter of the community, supported the Equality Act of 2015.

The reaction to the soda’s company’s advertisement was swift and confused. Many users questioned the marketing strategy of not featuring your product at all during the commercial.

One user even noted the use of children to spread the pro-LGBTQ message, saying that the ad went beyond “consenting adults” and calling it “predation.”

Whatever you want to call it, this ad definitely doesn’t make one want to buy a Sprite.

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[sharenow]
Sierra Marlee

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