In a touching new ad set to start running on Monday, banking and financial services firm Wells Fargo features a lesbian couple practicing sign language as they prepare to meet the deaf girl they plan to adopt.
It's unclear at the beginning of the ad why the women, individually, are learning how to sign. That becomes apparent when, together, they meet the girl, and one of the women signs, "We're going to be your new mommies."
The ad, which was directed by Lance Acord and edited by Exile's Matthew Murphy, ends with a female voice saying, "Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three." The tagline remains, "Together we'll go far."
Wells Fargo says it expects to see backlash over the ad like the protest from conservative groups Honey Maid saw when it featured a gay family in its advertising, but the financial firm is prepared.
Said its chief marketing officer Janet Moldafsky to Adweek:
"We really felt that this is a great way to both represent the notion of family and adoption—which is obviously a very important part of our community and many of our customers' lives—and we do it in a way that felt very true to our perspective about diversity and inclusion."
A real lesbian couple and a girl who is actually deaf were cast in the ad, which is part of a series focusing on the diversity of Wells Fargo's customers.
Watch the ad, AFTER THE JUMP…