CVS Being Praised For ‘Gay Inclusive’ Rebranding Ad That’s Not Very Gay Inclusive

The media is praising CVS for a “gay inclusive” rebranding ad they’re running this week. The only problem is it’s not especially gay inclusive.

Media outlets are praising CVS (NYSE:CVS) for their new ad, which coincides with the drug store giant’s removal of tobacco products from its 7600 U.S. stores. The praise comes because CVS’ advertising agency, BBDO — a worldwide giant — opted to include a quick flash of what might be a same-sex couple standing in front of a mirror, presumably to attend the wedding that ties the commercial together, or perhaps they’re just getting ready to go out to dinner. Or, perhaps they’re brothers. Who knows.

Why don’t we know?

Because CVS and BBDO opted to not show or tell us.

Here’s the couple:

 

Here are screenshots from the 60-second spot (a shorter 30-second spot aired on TV) that clearly tells viewers who these other people are, and what their relationship is.

Happy couple:

Their cake:

Their wedding dinner:

It’s been described as an “awesome gay-inclusive ad,” and “a new ad detailing its renewed commitment to the healthcare and well-being of all families – gay or otherwise,” and “an ad showcasing the diversity of customers it serves… [that] includes two men who are obviously a couple.”

Obviously?

Maybe to the gay press, but to the average American, the “obviously” gay couple likely went unnoticed. If you doubt it, USA Today featured the news of CVS’ rebranding in its evening news roundup, and didn’t mention the ad at all. The story right below the CVS story? “Cowboys decision sends message NFL is really ready to accept an openly gay player.”

Maybe that’s a good thing — or maybe that was the point.

Watch, and decide for yourself:

 

Images: Screenshots – YouTube