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Chevrolet to Air Two Ads with Gay Families During Sochi Opening Ceremony: VIDEO

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Chevrolet will premiere two new ads which feature gay families tonight during the Opening Ceremonies of the Sochi 2014 Winter Olympics, GLAAD reports:

Said GLAAD President and CEO Sarah Kate Ellis: "Chevrolet has nailed it with ads that truly reflect the fabric of our nation, which today includes gay and lesbian families. Recent LGBT-inclusive ads like these not only raise the bar for the advertising industry, but also reflect the growing support and acceptance of LGBT people. It's about time my children were able to turn on the television and see families like their own represented in mainstream advertising."

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Writes GLAAD:

This first spot focuses on genuine moments between real families to show, per the ad's own narration that "while what it means to be a family hasn't changed, what a family looks like has." The second sixty-second spot takes a wider look at society through the lens of social media and includes both a gay couple and a nod to gay teen science prodigy, Jack Andraka.

Watch them both, AFTER THE JUMP...

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Comments

  1. I love it!

    Posted by: GLAW2014 | Feb 7, 2014 6:51:36 PM


  2. Cute but still won't get me to buy a Chevy.

    Posted by: Sam | Feb 7, 2014 7:03:38 PM


  3. This obviously not for those families like the duck family.

    Posted by: Simon | Feb 7, 2014 7:18:19 PM


  4. And cue the AFA threatening a boycott in 3..2..1..

    Unless they are already boycotting them for some reason, it's hard to keep track.

    Posted by: e.c. | Feb 7, 2014 7:21:14 PM


  5. This is fantastic. This is certainly very far from the days when General Motors produced an internal video that used the phrase "little faggot trucks" to refer to a competitor's product.

    Posted by: taxpayer | Feb 7, 2014 7:31:34 PM


  6. Thanks Chevrolet team for normalizing gays and their families! We need this at a time of relentless lies and abuse being hurled at us.

    Posted by: Fourty | Feb 7, 2014 7:38:40 PM


  7. The Million Moms had best trade in their Chevys.

    Posted by: Mike | Feb 7, 2014 7:44:20 PM


  8. Bravo for Chevy!!! It is a serious matter for a company to risk upsetting or alienating its conservative customers. Congrats to them for standing up and taking an inclusive stand and for being willing to take the fallout for what is right.

    Posted by: Ny Larson | Feb 7, 2014 7:48:14 PM


  9. This Chevy commercial was much better (for us) than the lousy Coke ad where the gay family literally flickered past (I couldn't even be sure it WAS a gay family when I saw it -- I had to pause and backtrack).

    Posted by: will | Feb 7, 2014 7:54:15 PM


  10. Won't be seeing these since I'm not watching The Olympics. Too bad they can't be shown in Russia.

    Posted by: greenfuzz | Feb 7, 2014 9:00:10 PM


  11. I am with you Greenfuzz. It is great these are being shown, too bad no one in Russia will see them. And too bad Chevy dollars are being spent supporting THESE Olympics, instead of Chevy making a public statement condemning the the anti-gay laws and actions in Russia.

    Posted by: Critifur | Feb 7, 2014 10:04:19 PM


  12. @Will: Unlike these ads, the Coca-Cola one wasn't intended to be a "gay" ad. It highlighted the diversity that is found in the United States.

    Posted by: alex | Feb 7, 2014 11:41:08 PM


  13. Having gone to Francis and Cassius' wedding at Pilgrim Monument, I can say it was truly a beautiful, loving, and deeply emotional ceremony. Nice to see a portion of their video used. Thanks for posting the pic, Andy. It brought back good memories.

    Posted by: Eric | Feb 7, 2014 11:56:32 PM


  14. Beautiful.

    Posted by: Matt | Feb 8, 2014 1:15:45 AM


  15. Great, heart-felt ads but GM couldn't pony up the money to be a US sponsor? The US has BMW as the "Official Car Sponsor" of the US Olympic Team.

    That's s truly sad day for America.

    Posted by: Steve | Feb 8, 2014 1:42:56 AM


  16. Well, BMW is more involved than that. They designed and engineered the US bobsleds, too. Their interest was partly for the engineering and research (and showing what they can do).

    Besides, BMW makes 4 models in the US that are exported to the rest of the world. So they do have a real interest in the US's team (or at least basking in the glow of their victories).

    Posted by: Tatts | Feb 8, 2014 8:31:42 AM


  17. Wonderful!!!

    Posted by: andrew | Feb 8, 2014 5:18:15 PM


  18. The PR department for Chevy just destroyed their companies reputation. For years they have advertised dependable trucks for hard-working blue collar country heterosexuals, then completely alienated them with gay couple advertising. Currently looking for a new truck and was deciding between Chevy, Ford, or Toyota. Chevy is out after this publicity stunt. Way to throw your middle finger up to all the American Christians!

    Posted by: Bryan | Feb 9, 2014 12:58:27 AM


  19. Have bought 5-6 Chevy Trucks in my life time. Thanks to your Sochi commercial. Won't buy any more.

    Posted by: Toadwort | Feb 9, 2014 8:39:35 PM


  20. While this is still commercialism, they are influenced by what is the new 'normal', and in turn we are influence by what we view. While we might not accept everything that we see, the less offensive something is (or is portrayed), the more we can accept. Kudos Chevrolet.

    And why are these 'gay' commercials, when in a one minute commercial, the two (?) gay couples don't amount to more than 10 seconds of time? These must have been very 'ethnic' commercials also, consider how many non-whites were in them. You are in a Gay blog, how bigoted of you.

    Posted by: SFRowGuy | Feb 10, 2014 4:05:25 PM


  21. Terrible ads.

    Posted by: Mimi Magnani | Feb 22, 2014 4:21:14 PM


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