Welcome to Beyond the Rainbow – Pride Month Advertising Campaigns. This is your curated journey through some of the most vibrant, impactful, and sometimes challenging uses of advertising during Pride Month throughout the years.
You’ll discover a growing collection of standout campaigns that showcase how brands worldwide have engaged with the LGBTQ+ community – from subtle nods to bold, often pioneering, statements that pushed creative and social boundaries.
Get ready to be inspired, informed, and perhaps even surprised by the power of the rainbow in advertising.
Check Out These Pride Campaigns:
“Summer of Pride”: The North Face with Pattie Gonia
This wasn’t The North Face’s first foray into inclusive advertising. In fact, the campaign was a follow-up to a similar initiative launched in 2022. But in the politically charged climate of 2023—where identity, visibility, and corporate virtue signaling became lightning rods for controversy—the campaign didn’t just make a splash. It triggered a wave.
In 2023, the outdoor apparel brand doubled down on its commitment to LGBTQ+ visibility with a vibrant, unapologetic “Summer of Pride” campaign featuring drag queen and environmentalist Pattie Gonia.
LEGO: Why “Everyone Is Awesome” Belongs in the Ad Hall of Fame
In June 2021, to coincide with the start of Pride Month, LEGO launched the “Everyone Is Awesome” set. But the campaign wasn’t just about selling a colorful product.
With “Everyone Is Awesome,” LEGO didn’t just slap a rainbow on a box and call it a day. They invested thought, heart, and authenticity into every element. The decision to include black and brown minifigures was a nod to intersectionality, addressing how race and LGBTQIA+ identity overlap. The pale blue, white, and pink minifigures explicitly represented the transgender flag — a level of detail many campaigns fail to consider.
The “Bottom-Friendly” Menu: A Misguided Attempt at Inclusivity?
Postmates’ Pride Month campaign centered around a curated menu of food and drink items deemed “bottom-friendly.” The menu description explained these selections were chosen for being easy to eat in specific sexual positions associated with the term “bottom.” Social media buzz and news articles quickly followed.
Pride Month is a crucial time for brands to showcase their commitment to LGBTQ+ inclusivity. However, campaigns need to go beyond surface-level gestures. The Postmates “Bottom-Friendly Menu” serves as a reminder of the importance of authenticity, thoughtful execution, and genuine partnerships within the LGBTQ+ community.