- checking login information
The Civil Rights Cause
368,034 people care about Civil Rights
Loading...McDonald’s Says ‘Come As You Are’ with Gay Friendly French Ad
With the slogan “come as you are”, a surprisingly sweet and enigmatic ad recently released by McDonald’s France depicts a gay teenager speaking to his boyfriend on the phone while he waits for his dad to return to the table. What is more, this is perhaps a preamble for the closeted young man to come out to his father about his sexuality.
Take a look:
This is one in a long line of so-called lifestyle advertisements looking at different segments of society and trying to show that McDonald’s, as a brand, welcomes them all.
One other McDonald’s ad in this series that caught my attention was one of two mature customers potentially finding romance with one another over the restaurant’s Wi-Fi network.
It’s an interesting strategy by McDonald’s who have pushed to take the emphasis off their food (unsurprising given the health worries surrounding fast food) and to instead promote its corporate identity as an inclusive and modern brand.
From a gay rights perspective the ad is noteworthy in that it does not exploit any kind of shock value but rather takes a more subtle approach to offer its message. This is perhaps indicative of France’s more laissez-faire attitude toward sexuality as a whole. This got me wondering, what are the chances of a similarly gay friendly advertisement being shown in the US?
Well, it seems unlikely at the moment. In 2008, the American Family Association, a religious conservative group firmly against marriage equality for and LGBT friendly legislation, launched a boycott of McDonald’s when the company became involved with the National Gay and Lesbian Chamber of Commerce (NGLCC).
The AFA perceived this as the company promoting a “gay agenda” because, they claimed, the NGLCC promoted same-sex marriage, a charge the NGLCC said was unfounded given that their focus is on promoting LGBT-inclusive businesses and employment policies.
The boycott eventually ended when a key McDonald’s board member that had been affiliated with the NGLCC stepped down and the non-corporate relationship was not renewed. Nevertheless, the AFA claimed this as a victory. You can read more about that here and here.
The AFA has taken it upon itself to declare war on several other gay affirming advertisements in the past as well.
From Pink News:
[Earlier in 2008] the AFA organised a campaign against an advert that was only shown in the UK.
The ad featured a kiss between two men.
Heinz’s corporate headquarters in Pittsburgh was deluged with complaints from some of the estimated 3.5 million fundamentalist Christians in the AFA.
The group targeted IKEA last year for showing gay families in their ads, and has led boycotts of Ford and Disney because of their commitment to equality.
Below is the aforementioned Heinz ad. You will note that the creators have simply switched out the mother in this advertisement and replaced her with a male New York deli owner. Although the social context is undeniable, the commercial was not meant to be a gay friendly advert per se, but the hand wringing – on both sides of the Pond – had the commercial taken off the air:
Other religious conservative groups have launched similar campaigns against consumer brands like Pepsi and have decried brands like Levi (and many fashion labels unafraid to tread more inclusive terrain) for creating gay friendly versions of their commercials.
Will this move by McDonald’s raise the same kind of protest? That remains to be seen but it does seem likely.
I know that many of our Care2 readers would not be inclined to visit McDonald’s for both health and animal welfare related reasons, but I did want to ask, if a business started running gay inclusive ads, would it change how you thought about that brand or company? Have your say below.
- Equal Rights for All Families! Repeal the Defense of Marriage Act.
- Equal Opportunity for All! Support the Employment Non-Discrimination Act.
Related Reading:
Read more: civil rights, employment non discrimination, Enda, fast food, gay inclusive advertisements, gay rights, lgbt rights, mcdonalds
Disclaimer: The views expressed above are solely those of the author and may
not reflect those of
Care2, Inc., its employees or advertisers.
![Romney Ad: It's My First Day! [VIDEO]](http://dingo.care2.com/pictures/causes/2945/2944483.medium.jpg)
Recent Comments from Causes
I want to know if her teacher gave her an A++ as well, then all will be good again.
It's all nice rhetoric, Dave, but you know as well as I that there isn't much the US will be able to…
Please, not Batman! The jokes and innuendos about Batman being gay have been around since forever, mostly…
meet our writers
47 comments
+ add your ownI can never trust a muti-billion conglomerate in doing the right thing. McD"s has a lot to account for in it's abuses of animals.I simply don't trust them. This ad is for expanding profit, not for generating understanding.
I wouldn't say it changes my view of Mcdonalds specifically but it gives hope of this kind of non-discriminative promotion spreading within the media. So i commend them for being open minded to even do that. Though their main reason is most likely attracting more customers which they won't get from me for like you said, animal rights.
Very interesting. I liked the ad...I can't imagine ever seeing one like that in Australia. It was quite refreshing. I say good on them for promoting acceptance and for willing to be a bit daring.
On a side note, I loved the Heinz one, I thought it was really clever.
It always amazes me the number of intolerant comments to be found in this site, but whatever. The polls don't load in my office's computer, so I'm going to comment here: Any step in the right direction is to be appreciated. Corporate actions are always... you know... corporate. Nothing else could be expected, but as long as they serve the purpose of making more members of society move in the right direction, I'll go with it.
i don't care much for any fast food joint and their stupid commercials,i just wish they would keep gays out of any commercial that's televised.Being gay is not who you are,is who or what you want to be!!! It is a choice people make. Thank God i don't eat fast food i would probably puke watching these TV ads.
Tahir--
Let me guess maybeyou listen to a lot of AM radio and FOX news You said something about the media being used for a tool for mind control--with all due respect to anyone who may be apart of it--can anyone say "tea party"
Remember, this is a commercial from another culture whose attitudes vary somewhat from ours. I find it impossible to get worked up about their choice of topic but the quality of food is another matter!
I agree with Tahir to a point. The study of history shows that a lack or morality is the first sign of a civilization declining and the Western culture is certainly on the slippery slope. However, acknowledging gay and lesbian relationships is not immoral.
What I find immoral is the encouragement of promiscuity through advertising and TV, pedophilia hidden by some churches, the exploitation of low socio-economic groups, use of illegal drugs, children given leave to drink to excess mis-information by governments etc, etc, etc.
the onlt thing i think differently about the companies that put out these ads is that they are opening up to the real world and accepting people for who they are. which is one small step in the right direction. bravo and peace to all.
Viva la France.Americans are puritanical about the least hint of sex.It is our heritage and something we must overcome.
login to add your comment
use your care2 login
add your comment
20