Agency: Out Now
Client: Amro Worldwide
A new travel company poster campaign launched in London's Underground network hope to smash through the supposed insult value of "so gay", by reclaiming the term as part of an advertising slogan.
The new 'So Gay' campaign for leading gay specialist travel company Amro Worldwide deliberately sets out to turn the phrase on its head.
The campaign equates being "so gay" with a travel destination really being 'so good' - as seen from a gay and lesbian perspective.
It has received the funding and support of six leading US gay travel destinations: Atlanta, Boston, Las Vegas, New Orleans, South Carolina and Washington, DC.
According to the CEO of Amro Worldwide, Andrew Roberts, the campaign has two very important messages it seeks to communicate.
"Clearly we want the many thousands of gays and lesbians travelling to London Pride next month to know that Amro is a travel company with hand picked travel options designed especially for the gay travel market,” he said.
"We also wanted to send a clear message to everyone who sees this campaign that it is long past time that 'so gay' should be used as a negative phrase of disapproval.
Roberts added, “From where we sit, and for all our many customers, being described as 'so gay' is not a negative thing at all. We think it is just great to be so gay."