When the world gets closer.

We help you see farther.

Sign up to our expressly international daily newsletter.

EL ESPECTADOR

Colombian Ad Campaign With Gay Couple Sparks Uproar

Bancolombia advertisement featuring a gay couple
Bancolombia advertisement featuring a gay couple
Stefany Castaño Muñoz

BOGOTÁ –– Bancolombia, one of Colombia's big banks, portrayed a gay couple as its customers in a recent advertisement. While some have welcomed it as a bold and inclusive move, others weren't as pleased.

Representatives at Bancolombia say they're sure they made the right decision.

The advertisement depicts two men and their pet dog, and is one of seven prominent images in the bank's marketing campaign, which goes by the tagline "This is Everyone's Moment" (Es el Momento de Todos).

The photo sparked a debate on social media. Some customers even threatened to pull out their cash, arguing that a national institution was misrepresenting families.

Inclusion should be seen as normal.

The bank's response? "We understand and respect the sexual, racial and religious differences of Colombians. We just want to show a bit more reality."

The local head of the advertising firm Ogilvy and Mather, Mauricio Barrriga, says Bancolombia's campaign wasn't clear in its communication, and that it was better suited for "a person, a politician, a foundation, anything but a bank." But a national LGBT trade chamber welcomed the advertisement. The group's president, Felipe Cárdenas, says the campaign is an inclusive one.

Ogilvy's Barriga argues that financial services have nothing to do with inclusion. "Inclusion should be seen as normal," he says, adding that showing pictures like this "does not make this the most modern bank."

You've reached your limit of free articles.

To read the full story, start your free trial today.

Get unlimited access. Cancel anytime.

Exclusive coverage from the world's top sources, in English for the first time.

Insights from the widest range of perspectives, languages and countries.

Ideas

Modi's Fight Against "Fake News" Looks A Whole Lot Like Censorship

The Modi government’s attempts to censor the media and intimidate independent journalism pose a grave danger to Indian democracy.

Photo of a woman holding a remote while watching Indian Prime Minister Narendra Modi on TV

Indian Prime Minister Narendra Modi on TV

The Wire Editorial

A distinct chill has set in this January.

The first month of the New Year has spelt trouble for anybody interested in India’s future as a democracy – where freedom of expression ought to be guaranteed. Not to speak of our newly minted status as the "mother of democracy."

There are things happening, which must be seen together to understand the reality: Censorship is here.

Keep reading...Show less

You've reached your limit of free articles.

To read the full story, start your free trial today.

Get unlimited access. Cancel anytime.

Exclusive coverage from the world's top sources, in English for the first time.

Insights from the widest range of perspectives, languages and countries.

The latest