The Latest Google My Business Ad Comes Just in Time for Pride
Meghan Young — June 17, 2015 — Lifestyle
Pride Month is upon us and this Google My Business campaign celebrates the occasion in an incredibly touching way. It highlights the journey of one man as he transitions from female to male as well as the local business that helped him feel comfortable in his new body. City Gym, which is located in Kansas City, Missouri, has created a space for transgender individuals to not only work out, but feel as though they belong.
The Google My Business campaign juxtaposes the story of Jake with the story of City Gym in a very natural way. Created by Venables Bell & Partners, there is an authenticity about the commercial that doesn't taint the stories being shared. Ad Week nevertheless points out, "It's also unapologetic about the business tie-in—the spot promotes the Google My Business tools for small businesses—which is a good thing, as it doesn't feign disinterested altruism and presents a tangible case for supporting LGBT-friendly companies."
The Google My Business campaign juxtaposes the story of Jake with the story of City Gym in a very natural way. Created by Venables Bell & Partners, there is an authenticity about the commercial that doesn't taint the stories being shared. Ad Week nevertheless points out, "It's also unapologetic about the business tie-in—the spot promotes the Google My Business tools for small businesses—which is a good thing, as it doesn't feign disinterested altruism and presents a tangible case for supporting LGBT-friendly companies."
Trend Themes
1. Transgender-inclusive Spaces - Creating welcoming environments for transgender individuals to feel comfortable and included is a disruptive innovation opportunity for businesses.
2. Authentic Advertising - Using authentic storytelling in advertising campaigns, like the Google My Business campaign, can resonate with audiences and create meaningful connections.
3. Supporting Lgbt-friendly Companies - Promoting and supporting LGBT-friendly companies through advertising and partnerships can help drive inclusivity and acceptance in society.
Industry Implications
1. Fitness and Wellness - The fitness and wellness industry can innovate by creating transgender-supportive gym environments that cater to the unique needs and comfort of transgender individuals.
2. Advertising and Marketing - The advertising and marketing industry can explore more authentic storytelling techniques to connect with diverse audiences and promote inclusive messages.
3. Tech and Digital Services - Tech companies and digital service providers can enhance their platforms and tools to support and promote LGBT-friendly businesses, helping to foster an inclusive digital ecosystem.
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