Updated June 10, 2024 at 6:20 p.m.*
BOGOTÁ — Bancolombia, one of Colombia’s big banks, portrayed a gay couple as its customers in an advertisement. While some have welcomed it as a bold and inclusive move, others weren’t as pleased.
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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).
Showing a bit more reality
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.”
Es El Momento De Todos | Bancolombia
One of Bancolombia’s “Es el Momento de Todos” video ads
Welcomed by the LGBTQ+ trade chamber
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 LGBTQ+ 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.”
*Originally published May 15, 2017, this article was updated June 10, 2024 with enriched media.
