An ad from Australian Marriage Equality stole the show during last night’s final episode of The Bachelor.
The spot, from Leo Burnett Melbourne, was an emotional appeal to all Australians, featuring real wedding footage contributed by members of the LGBTI community.
It urged Australia’s to vote yes ‘for every Bachelor and Bachelorette’, set to a remake of the Crowded House classic Don’t Dream It’s Over.
To create the spot, Leo Burnett Melbourne joined forces with Airbag, ARC Edit, Manimal and Nylon.
Media placement during the finale was donated by The Bachelor’s major sponsor, Wrigley’s Extra.
“Choosing The Bachelor finale was a purposeful move to not only target a certain demographic, but to make the point that everyone should have the right to get married,” Leo Burnett Melbourne creative lead Andrew Woodhead says.
“We also hope that more marketers will follow Wrigley’s lead and consider donating a portion of their media plan so that messages like this get the air time they deserve.”
Twitter and Facebook quickly lit up with reaction to the emotive commercial, which was also uploaded simultaneously to social media.
https://twitter.com/sleemol/status/908269881606291456This equality ad is making me have all the feels.
— Osher Günsberg (@oshergunsberg) September 14, 2017
YES YES YES #thebachelorAU
https://twitter.com/Nadineee/status/908269881606291456 https://twitter.com/dctrjack/status/908269881606291456#thebachelorau well that say yes AD was officially more romantic and heartwarming then all seasons of the bachelor
— Dame Kittness (@SoftKittyWarm) September 14, 2017
Tim Gartrell, The Equality campaign director, says: “The campaign appreciates the spirit in which this air time and creative has been generously donated.
“Opportunities like this really help the campaign cut-through all the noise around Marriage Equality which is simply about dignity, respect and fairness for LGBTI Australians.
“Australians know this is about a fair go for all and allowing people to just get on with their lives with the person they love. Marriage Equality takes from no one and makes our country a fairer and more inclusive place to live.”
Wrigley marketing director Alison Levins adds: “We are proud to be able to provide this opportunity to convey the important message of marriage equality for all Australians. Wrigley has donated this spot because we simply believe that everyone deserves their own grand finale in love.”
The ad for the No campaign also aired several times during the finale episode of The Bachelor.
Marketers wishing to donate to this campaign are welcomed to contact The Equality Campaign directly.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.