During June we saw many brands mark the 50th anniversary of the first official Pride celebration.
From 'bottom-friendly' foods to one of the most tear-inducing notes you will ever see, advertisers launched a number of incredible ad campaigns in support of the LGBTQ+ community last month.
With this year's festivities overshadowed by anti-LGBTQ+ legislation in the US (and the community braced for more infringements on their rights), it's a crucial time for brands to step up and show their solidarity.
But which are our picks from this year's Pride campaigns? Well, we have rounded our favourites for your viewing pleasure.
One tip: you will need some tissues to get through our number one choice.
Enjoy!
5. Postmates
Campaign: 'Eat With Pride'
It's a bit left-field, but we need to show the duality of Pride campaigns. There's a time for serious, emotion-driven stories like the ones below, but we can also share queer stories with humour.
Top/Bottom humour doesn't always go down well, just ask Burger King. However, this campaign was written by a team of LGBTQ employees, and the app has promised to donate to The Okra Project - a charity that supports black trans people.
4. Pantene
Campaign: Workplace:Re-imagined
In the third chapter of its brilliant "Hair Has No Gender" campaign, Pantene focuses on the LGBTQIA+ experience at work. This is more pressing than ever, as research has revealed 53% of people from the LGBTQIA+ community feel the need to hide their identity at work.
This is the latest update of Pantene's ongoing commitment to promote self expression as they hand over the microphone to the community to start that dialogue on how to create and maintain an inclusive workplace.
3. Skittles
Campaign: We're Giving Up Our Rainbow For One That Matters
You caught me, this isn't technically an ad, but this creative is certainly making it on my list. Skittles has been giving up their rainbow for Pride since 2016, but this year they took it one step further in the best way.
Six artists from the LGBTQIA+ community were given the opportunity to design the Skittles packet, and discuss how they interact with queer identity and culture. Not only did Skittles shine a spotlight on under-represented artists, $1 of every Pride packet goes towards supporting GLAAD's ongoing mission to increase visibility and combat anti-LGBTQIA+ discrimination.
2. Calvin Klein
Campaign: This Is Love
At the heart of the campaign is a theme that is key within the LGBTQIA community: chosen family. The term describes the bond shared between people connected by choice rather than blood.
Calvin Klein's celebration of this relationship is heartwarming to say the least. Queer love takes many forms, and it's so empowering to see such a diversity of dynamics being portrayed. Calvin Klein invited a range of personalities to join their campaign, including John Waters, Sasha Lane and Lindsey Jordan (Snail Mail).
1. Oreo
Campaign: The Note
OK, hands up, who teared up when they read the note? I know I did, and that's why it's my top pick of the month. Oreo follows a shift in queer media, where parents of LGBTQIA+ youth are being presented as supportive, which wasn't always the case. The brand partnered with Alice Wu and PFLAG National to encourage lifelong allies - and that's exactly the kind of stories that we need more of, as it shows that they don't have to "come out" alone.
The LGBTQIA+ community needs our support more than 30 days a year, and in my opinion, these ad campaigns show how brands can authentically approach Pride, and year-round allyship for the LGBTQIA+ community. If you're looking to see what you could do, organise a meeting with our team, and let's talk about how you can support the community all the year round.
