Across the Pond

We make work that works.

London, United Kingdom
Founded: 2008
Staff: 55
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Animation
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Topshop
20th Century Fox
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Cancer Research UK
Google
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"I want my kids - who have two mums - to see our LGBT+ family reflected in advertising" says Anna Brent, Executive Producer at Across the Pond

27 November 2018 15:41pm

Despite advertising being the world I work in, my two kids are still at an age where I want them to avoid seeing ads as much as possible — partly to avoid pester power — but more importantly to avoid gender stereotypes and heteronormative narratives coming at them left, right and centre.

They are 2 and 4 years old, and already have firm favourites when it comes to what they watch. Thanks to the wonders of streaming platforms, they rarely see ads. But as they get older I’m conscious that if things don’t change, they will struggle to find anything that looks like our family in the work produced by my very industry.

Diversity (in all its forms) in advertising has gone from being non-existent to zeitgeist-y to being accused of tokenism. So here is where the wonderful initiatives of Pride in Advertising and Marketing come in: they are the world’s first LGBT+ organisation for people working in advertising and marketing. They aim to promote positive role models and to advocate for fair and accurate representation.

Last night, a group of us from Across the Pond were honored to take part in the annual Pride Brand Makeover event where we were given the fun and important challenge of reimagining a campaign we’d already run as an agency, but targeted this time specifically at an LGBT+ audience.

Alex Hill, Creative - Doug Higman, Motion Graphics Designer - Anna Brent, Executive Producer.

Our Creative team took on one of our favorite films from last year — Google’s Opinion Rewards “Blind Date” — and reimagined it to feature people on dates who were across the sexuality spectrum, instead of the heterosexual couple we’d originally presented. Even though we didn’t win the prize this year, we still loved being a part of such a progressive initiative because it keeps this crucial conversation moving forward.

We’ll be back next year, and by the time I let my kids watch ads, I’m hopeful that they’ll see the full rainbow spectrum of representation in a society where we don’t even notice.

Across the Pond is a content agency based in London, San Francisco and Singapore. Learn more about their work www.atp.tv

Tags

Pride
marketing
advertising
Brand
Google
LGBT
lgbt+
makeover
Diversity
PMB18