News Column

GM's Volt Ad Honored for Reaching LGBT Buyers

Sept. 12, 2012

Nathan Bomey

GM's Volt Ad Honored

A General Motors advertisement for the Chevrolet Volt is winning recognition for its creative approach to reaching lesbian, gay, bisexual and transgendered consumers.

The rainbow-striped ad, which featured the Volt saying "Mom, Dad, I'm electric," received a nomination from the 2012 Gay & Lesbian Alliance Against Defamation Amplifier Awards.

The ad, developed by ad agency Goodby, Silverstein & Partners, was published earlier this year in the Motor City Pride edition of Michigan LGBT newspaper "Between The Lines."

The sponsorship cost GM only $750, but the ad quickly ricocheted throughout the Internet and was seen about 11 million times, according to GM's internal estimates.

GLAAD, which monitors gay-themed advertising, nominated the GM ad in the LGBT market category. Other nominees include Toyota's Lexus luxury brand, Orbitz, Absolut Vodka, Gilead Sciences and Amtrak. The awards will be distributed in a ceremony Oct. 2.

"The advertising and marketing industries are catching up with the rest of the media by including more images of LGBT people in mainstream ads that target broad audiences," GLAAD President Herndon Graddick said in a statement. "Americans expect to see their worlds reflected in advertising, and today that includes LGBT people and families. This year's nominated campaigns are not only smart business decisions, but set the bar high for future images of our community in advertising and marketing."

Source: (c)2012 the Detroit Free Press. Distributed by MCT Information Services

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