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Brand Purpose Representation Inclusivity

Famous ad scripts rewritten with inclusive LGBTQ+ twist


By John Glenday, Reporter

February 2, 2023 | 3 min read

A clutch of historic ad campaigns has been redrafted using inclusive vocabulary to convey the importance of LGBTQ+ inclusivity in advertising and marketing.


Representation drive sees classic ad campaigns re-nosed in LGBTQ+ language

The pro bono campaign by the creative agency Across the Pond for industry advocacy group Outvertising swaps out a few keywords from some of the world’s most memorable campaigns to rewire audiences to think more inclusively.

Presented in the form of scrawled amendments to classic scripts, the work swaps genders and employs neutral terminology to remove all forms of bias.

Examples given include ‘Stylish young man walks into a laundrette, takes his blue jeans off and loads a machine’, updated to ‘person’ and ‘their’. In this way, it is hoped to encourage more LBGTQ+ people to join Outvertising.

Outvertising CEO Lucy McKillop commented: “The powerful and thought-provoking campaign creative so clearly demonstrates that change is needed for our industry to truly represent us all – and for that, we’re very grateful.”


Jim de Zoete of Across the Pond adds: “Inclusion and representation of all kinds are issues close to our heart and wherever we can we want to make a difference. What’s thrilling is that change is in all our hands. Just by adopting a few words, we can suddenly make the work, and the world, more inclusive.”

Timed to coincide with LGBTQ+ history month, the print, out-of-home, digital and social campaign aims to break down barriers in advertising.


Executive creative director: Jim de Zoete

Creatives: Nick Alden and Maggi Machado

Executive producer: Anna Brent

Designer: Dan Stephens

Animator: JD Dean

Post-production: Dylan Stevens

Brand Purpose Representation Inclusivity

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