This ad features the work of David Spada - who created the iconic Gay Pride rings - and was the first gay-specific creative from Absolut. Non-gay readers were not likely to know the significance of the rainbow colored rings or the artist.
One of the most venerable brands in the gay market, Absolut has had a consistent presence for over 20 years gracing the back covers of gay magazines years before any other major advertiser. Yet for all its recognition in the gay market and longterm presence, Absolut has only done a handful of truly gay-specific ads. But the company has been very involved in gay events, such as the GLAAD Media Awards (sponsored since 1989) and in 2000 it sponsored Absolut Tom, the fall collection of Tom of Finland, a clothing extension of the homoerotic gay artist.
Region: North America
Agency: TBWA Worldwide
Year: 1992
