The new Medibank advert features several different families, including an indigenous one. Picture: Screengrab.
IT’S the advert that features every minority group you can think of.
And Medibank Private has shut down each troll who hates it.
The minute-long clip features single, same sex, and mixed race families.
But it doesn’t stop there, with indigenous, immigrants and disabled people also featuring in the campaign.
There’s a gay couple kissing, as well as a breastfeeding mother.
Cue the haters.
The new Medibank advert features every kind of family. Picture: Screengrab.Source:Supplied
Love it or hate it, there’s no doubt the ad, which hit our TV screens on Sunday as part of the insurer’s “I am better” campaign, has certainly got the internet talking.
One Twitter user commented: “What disgusting #Medibank TV advert Same sexes kissing but not other couples Dont insure with sickos (sic).”
@medibank Initially, I didn't think in 2016 this advert would NEED to be made. But some comments here suggest there IS more work to be done.
— Steve Rose (@pixelpp) February 9, 2016
While most people have applauded the private health insurer on its inclusive campaign, others on the Medibank Private Facebook page have been less supportive.
One of the more negative comments received on the Medibank Facebook page.Source:Supplied
Not everyone saw the brighter side of the advert.Source:Supplied
But the social media team owned the haters, quickly shutting them down.
The moment the insurer owns it.Source:Supplied
@medibank Very interesting statistic!! So glad you had the nous to run this advert, am sure you will cop some flak but we need more of it!
— Bek (@bek_bull) February 8, 2016
But that hasn’t stopped the positive comments with many overwhelmingly supportive of the advert.
Most of the comments on social media were generally supportive.Source:Supplied
Others on Twitter praised the insurer for thinking outside the box.
@medibank bravo on your new advert that champions diversity. Lets hope it's honest and not just a marketing stunt.
— Wayne Buchner (@wbuchner) February 7, 2016
Fantastic new advert celebrating #diversity @medibank
— fascination street (@bretls99) February 7, 2016
@medibank I love your advert because you show all families from GLBT, ethnic and those with disabilities. Watching it warms my heart. #Love
— Lily Adile Lamb (@1LilyLamb) February 9, 2016
@medibank great advert promoting the diverse families, singles & relationships that make up this great Country. https://t.co/EIGUixN8DC
— Rebecca Michelini (@becmicka) February 7, 2016
The advert has been hailed as a bold move by one expert who said it went against the grain of conventional advertising.
Consumer psychologist Adam Ferrier said advertisers generally wanted to appeal to the masses, adding minority people often aren’t reflected in the mainstream media.
“It’s a brave ad,” he told news.com.au.
Single parent families also got a look in. Picture: ScreengrabSource:Supplied
“For me it feels unfortunate it appears to be heavy handed because there are so many minorities represented, but this is exactly why they stand out.”
He said he expected 2016 to be the year of diversity with predictions this type of ad was just the start of things to come.
“Advertising is reactive, it rarely leads,” he said.
Mr Ferrier said there was a ground swell of inclusivity and advertisers would no doubt respond to this trend, which in turn would lead us to see more minority groups on our screens.
The advert also pictured a same sex couple kissing. Picture: ScreengrabSource:Supplied
Medibank general manager brand and marketing Fiona Le Brocq told news.com.au the advert raised awareness that “people live and love differently” and the insurer had simply recognised and responded to this.
Ms Le Brocq said the response has been overwhelmingly positive with Medibank even receiving calls of congratulations, something she said rarely happened.
Admitting, the advert may be controversial to some, she said it was designed to get people talking.
“Some buttons have been pushed which we didn’t set out to do, but we are pleased that this has started a conversation about diversity and inclusion,” she said.
“It was just really important to us to show our values and what we believe in: the fact we’ve been covering many Australians for over 39 years and that we welcome all kinds of people with different life experiences.”
She added traditional marketing does seem to exclusively represent the typical nuclear mum and dad family, but as statistics proved this was changing.
“Traditionally marketing in Australia seems to almost exclusively represent a certain section of society: your typical ‘nuclear’ family - mum, dad and the two kids,” she said.
“Although it’s true this group is an important part of Australian society, it’s not all of it. We realised our communications weren’t a true reflection of our diverse Australian society in 2016, so we’ve refreshed this.”
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