Tylenol’s #HowWeFamily Campaign Uses LGBT Couples To Portray Changing Face Of The Family

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By Curtis M. Wong

Gay and lesbian couples feature prominently in Tylenol’s new #HowWeFamily campaign, which aims to celebrate the diversity of modern families.

A same-sex prom couple and two gay dads are among those featured in the campaign’s first TV ad, which is directed by Academy Award winner Dustin Lance Black and IS slated to begin airing on TV next week. The clip launches a three-month effort that will include profiles of 10 real-life U.S. families, a “docu-short” on the changing face of the American family and the results of a national survey on families. Each of these components will soon be found on a microsite.

A voiceover declares, “Family isn’t defined by who you love, but how.”

Manoj Raghunandanan, Senior Director of Marketing for Johnson and Johnson’s McNeil Consumer Healthcare, told Advertising Age that the ad was representative of his company’s commitment to celebrating how “families look and feel different [now] than they did before.”

He added, “Because we’re a family brand, because we’re an iconic American brand, and we want to continue to serve families into the future, I think it’s important that we reflect what that family is today.”

The campaign’s spokeswomen are “Bring It On” actress Gabrielle Union and psychiatrist and columnist Gail Saltz.

The clip follows Tylenol’s holiday-themed “For What Matters Most” commercial, which re-imagined one of Norman Rockwell’s iconic “Freedom From Want” painting with a group of diverse families, including a pair of lesbian moms.

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