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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."

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Economy

Soft Power Or Sportwashing? What's Driving The Mega Saudi Image Makeover Play

Saudi Arabia suddenly now leads the world in golf, continues to attract top European soccer stars, and invests in culture and entertainment... Its "soft power" strategy is changing the kingdom's image through what critics bash as blatant "sportwashing."

Footballer Karim Benzema, in his Real Madrid kit

Karim Benzema during a football match at Santiago Bernabeu stadium on June 04, 2023, in Madrid, Spain.

Pierre Haski

-Analysis-

PARIS — A major announcement this week caused quite a stir in the world of professional golf. It wouldn't belong in the politics section were it not for the role played by Saudi Arabia. The three competing world circuits have announced their merger, putting an end to the "civil war" in the world of pro golf.

The Chairman of the new entity is Yassir Al-Rumayan, head of the Saudi Arabian Public Investment Fund. Add to this the fact that one of the major players in the world of golf is Donald Trump – three of the biggest tournaments are held on golf courses he owns – and it's easy to see what's at stake.

In the same week, we learned that two leading French footballers, Karim Benzema and N'Golo Kanté, were to join Saudi club Al-Ittihad, also owned by the Saudi sovereign wealth fund. The amount of the transfer is not known, but it is sure to be substantial. There, they will join other soccer stars such as Cristiano Ronaldo.

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