Although the Ralph Lauren Corporate Foundation has supported the LGBT+ community for over 30 years through volunteer activations, corporate initiatives, and financial grants, it took them all the way to the Spring 2019 campaign to feature their first same-sex couple in a commercial. The theme and title of the ad was “Family is Who You Love,” and it featured footage of real-life couples and families from racially diverse backgrounds.
One of the couples is a young lesbian couple who talk, repeatedly touch each other’s faces and necks, talk in bed and the hug while spinning around.
According to Ad Age, “Polo Ralph Lauren has been trying to attract younger consumers” and so their ad may be an attempt to do just that.
"We live in a world where the meaning of family is bigger, broader and more personal than it has ever been before,” said Jonathan Bottomley, chief marketing officer of Polo Ralph Lauren. “We believe that family is one of the most positive forces and powerful unifiers for all of us today, and this campaign is a fresh expression of that idea.”
