Truth in Advertising

Brands don’t typically court controversy, but there seems to be an exception today: taking a stand, often subtle but sometimes not, on Russia’s anti-gay laws during the Olympic Winter games in Sochi. Some brands aren’t speaking out at all (and have been beaten up in social media over their non-stance). The range of brand response (and the amount of controversy it wishes to generate, either in response or by non-response) falls somewhere squarely in the middle with this Chevrolet spot which manages to squeeze a shot in of a same-sex couple amidst a bevy of other families, while intoning, “this is the new us,” making their approach less about flying in the face of Russian homophobia and more about recognizing— and attempting to reach out to— a market that exists and should be grown.