ASDA, the UK’s equivalent of Walmart launched this ad to promote their clothing brand, George at ASDA. The retailer wants to come across as hip and trendy, probably in an attempt to change the image of the brand.
Does it do the job, or is this yet another example of “pink-washing” to jump on a trend?
One redeeming fact about the ad is that it was created in partnership with Diversity Role Models, which is a London-based charity that aims to instil empathy and inclusion in the next generation. They create safe spaces for younger individuals to explore difference and consider their role in creating a world where we all feel accepted. Diversity Role Models run student workshops with LGBT+ and ally role models, to build empathy in young people so they can understand the impact of their language and actions. Their incredibly important work also includes training school governors, staff, and parents/carers.