The Las Vegas Convention and Visitors Authority, the official destination marketing arm of Las Vegas and the surrounding area, has launched a new campaign aimed at targeting gays and lesbians. The associated ads, created by R&R Partnersand featuring attractive same-sex couples enjoying themselves in the city, poke fun at heterosexuals who are repeatedly depicted as frumpy and old school.
“Everyone’s welcome. Even straight people,” a caption reads to the top right or bottom left of each design. The ads depicts straight people as the odd minority, with their clothing and the items they carry causing them to stand out from the other individuals in each pictorial.
Let’s start with a more benign ad — one featuring a station wagon in the company of other, more beautiful cars. Based on the design, people are supposed to assume that the old-school vehicle belongs to a straight couple:
In a separate ad, a man and women can be seen poolside wearing some dated and — some might argue — silly clothing. Surrounding them are women who appear to be coupled up with one another. The disparity between the lesbian couples and the straight souple is striking. Here’s the ad:
The campaign is aimed at attracting gay tourists to the Las Vegas area. A link included on each ad touts a web site that can be found at VisitLasVegas.com/gaytravel. On that site, information about travel for the “LGBT” community is available.
“Vegas has always been one of the world’s top destinations for LGBT travelers and now it’s more fabulous than ever,” the text reads. “Imagine an entire city rolling out the purple carpet for a 24/7 celebration of the LGBT community.”
In another ad, the straight couple (on the left) is even more noticeable, as it appears that the men in the picture are laughing — potentially at the man and woman’s clothing and behavior:
This next ad requires a more discerning eye. While the man and woman appear to fit in a bit more readily, consider their utensils, cups and other elements that are on the table. The women in the ad have swanky glasses and alcohol on their tables, while it appears the straight couples — based on what’s set out in front of them — are eating at a diner:
And in this last one, aside from what appears to be a disposable camera, the straight couple seems relatively normal when compared to the men in the image:
What do you think about the ad campaign? Let us know in the comments section, below.