OkCupid doubles down on controversial campaign with pro-choice ad

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The fourth picture banned reveals a pedicured foot gripping vivid pink lighters in between every toe, the phrase “each single toker” on the prime. Although New York State has already legalized the leisure consumption of hashish, the MTA’s promoting coverage, which was revised in November of final yr, bans any reference to the substance.

“The MTA seeks to take care of a safe, protected, and welcoming atmosphere for a multi-cultural, multi-ethnic, and numerous ridership, together with minors,” Eugene Resnick, an MTA spokesperson, wrote to Ad Age. “The MTA’s revised promoting pointers made changes to the definition of permitted promoting and to prohibited promoting allowing for protections of the First Amendment, which up to date pointers the OKCupid advertisements didn’t meet.”

The MTA’s promoting coverage revision got here the identical week it settled a lawsuit with women’s sex toy brand Dame. The three-year lawsuit filed by the model particularly known as out OkCupid’s award-winning, Wieden+Kennedy-led “DTF” campaign from 2018. Pointing out the hypocrisy of being denied promoting rights on the subway, Dames’ authorized submitting states, “The MTA apparently didn’t apply the Policy to OkCupid or concluded that OkCupid—a courting and hookup service whose ads use an express sexual pun—just isn’t a ‘sexually oriented enterprise.’”

Read more: MTA lets sex toys company Dame advertise on the subway.

Like “Every Single Person,” the “DTF” campaign, which subverted the courting shorthand “down to fuck” by filling within the remaining phrase with phrases like “DTFall head over heels” and “DTFlea market,” was equally controversial amongst sure teams, however Hobley mentioned differently.

“The response to ‘DTF’ was about that phrase,” Hobley mentioned. “With [‘Every Single Person’], it packs a more durable punch, as a result of it’s a focused, extra singular response to LGBTQ identities. This is a normalization of life-style. So, the homophobia we have seen in a few of this response is totally different from the criticisms of the opposite.”

Despite the setbacks, OkCupid is forging forward with relaunching the campaign. In addition to rolling out the OOH advertisements once more, OkCupid is donating one greenback to GLAAD, the LGBTQ+ anti-defamation group, to match every of the ten,900 likes the viral poster-tearing tweet obtained. The courting web site may also donate $2 to GLAAD for each prefer it receives on an Instagram submit that was printed yesterday.

Read: OkCupid takes ‘DTF’ beyond the run-of-the-mill screw.

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