We love Bench’s new LGBT-themed advertisement and we’re not keeping it a secret.
Three years after a campaign that celebrated all kinds of love, the global and home-grown Filipino clothing line is giving love to the LGBT community yet again with its new digital ad, “How long can you keep a secret?”
The digital short, which promotes Bench’s “So In Love Deo Spray,” features a guy who openly express himself and his attraction to a male crush (who happens to be actor and Bench model Marco Gumabao) in school. However, he has not come out yet to his father, who keeps asking him about a supposed “girlfriend.”
When he finds out that his male crush has a girlfriend, he comes home feeling gloomy, only to be perked up by a note from his father saying, “Nak, amoy kita. Love you!” with Bench’s deo spa on the side. Awww, sweet! This sends a powerful message of how love and acceptance always wins.
Many netizens who saw the commercial were praising and thanking Bench for the commercial. Some of them even shared how long they have kept their identity a secret.
nakaka happy naman na ganito yung theme ng bench. lgbt. acceptance. love love lang 😊 https://t.co/dDTJYzjfjG
— Marcelino Cruz (@MarceGanda) February 19, 2018
“Nakaka-happy naman na ganito ‘yung theme ng Bench. LGBT. Acceptance. Love love lang,” one netizen tweeted.
"How long can you keep a secret?"
I've kept it from my mother until I was 18, and it was the most liberating moment in my life.
— A E G O N (@TargaryenCebu) February 19, 2018
“‘How long can you keep a secret?’ I’ve kept it from my mother until I was 18, and it was the most liberating moment in my life. Thank you @benchtm for making this beautiful ad,” another netizen shared.
There are others, however, who argued that the ad was long overdue and that companies are just using the LGBT as a marketing ploy, instead of extending real support for the community.
I'm seeing big name brands using LGBT narratives for their marketing and I'm all for visibility and normalization of those but really, a more concrete support from these brands would be more welcome. Kumbaga, walk your talk folks.
— Sasha Balur (@prodeeboy) February 19, 2018
“I’m seeing big name brands using LGBT narratives for their marketing and I’m all for visibility and normalization of those but really, a more concrete support from these brands would be more welcome. Kumbaga, walk your talk folks,” one tweet said.
long overdue for bench to have an ad abt lgbt acceptance in family. remember their reluctance to show in billboards vince uy and his bf's holding hands in their all kinds of love campaign? this time they played safe and used almost the same narrative as from smart's ad
— Neryl (@dzaeneryl) February 19, 2018
“(It is) long overdue for Bench to have an ad about LGBT acceptance in family. Remember their reluctance to show in billboards Vince Uy and his boyfriend holding hands in their “All Kinds of Love” campaign? This time, they played safe and used almost the same narrative as from Smart’s ad,” another tweet pointed out.
As of writing, the video has been viewed more than 2.5 million times, has been shared over 32,000 times and has garnered over 126,000 reactions.
Watch the full advertisement here:
Photo from Bench
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