The Daily Show: Ears Edition - Dul-Sayin’ - The Commercialization of Pride

Episode Date: June 27, 2022

Dulcé Sloan explores how companies co-opt pride for their own profit during the month of June.See omnystudio.com/listener for privacy information.

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This year it feels like every damn company with the logo is going full rainbow. You've probably seen these ads, like Burger King offering whoppers with two top buns and two bottom buns. Listen, it's still bread. And every gay man I know is not eating bread in the summer. They're doing keto and crunches until October. But don't forget, companies weren't always jumping on the pride float, looking like a Lisa Frank trapper keeper. When the gay rights movement first began in 1969, most companies were too afraid to advertise the gay people. They didn't want to offend the rest of America, especially religious conservatives. They were so uptight they thought pretzels are too sexy. All those twists.

Oh, it's so sinful. So companies kept their distance, except for Absolute vodka. Absolute was one of the first big companies to market to the queer community. Because those Swedes don't give us shit about the religious right. They were like, who cares if the right doesn't like us? All they drink is milk. So thanks to Absolute for being a true ally. I didn't drink the whole thing because I got a work meeting after this and they said I've got to be sober this time.

It's a good year. I didn't drink the whole thing because I got a work meeting after this. they said I gotta be sober this time. Anyway, as gay people became more visible in society, some advertisers slowly started reaching out into the community until the AIDS epidemic blew up. That's it companies flamed for the hills again. Oh no, what if the gays look at our ads? Like, is that how you get AIDS? But you know what company doubled down on their advertising during the AIDS crisis? That's right. Absolute vodka.

Mmm. A second half got a kick. Damn. All right. Where was I? Right. By the 1990s the queer community had once again fought its way into greater acceptance. So brands once again tried to dip their toes into the pool party, but they were still too nervous to jump all the way in. So American advertising entered a phase now known as gay, vague. Which sounds a lot like being in a fraternity. Basically, it was companies henting at possible homosexuality, like this Volkswagen ad where two dudes are driving in a car and then pick up this dirty ass chair off the sidewalk. So the ad leaves it open to interpretation.

Are they roommates? Are they lovers? Are they roommate lovers? Because that's the worst kind of hookup. You gotta wait for them to text you back and finish up in the bathroom. Now a few times during this era, a brand tried to make an outright gay ad, like Beneton and IKEA. And the ad completely won over the religious right and they apologized for everything. Ha ha ha ha!

Sike! One IKEA in Long Island even got a bomb threat. What is wrong with these religious fanatics? They know the furniture isn't gay, right? Plus if there's one place that can reassemble after a bombing, it's an IKEA! Unfortunately for the religious right, but luckily for everyone else, their time was ending. Over the next two decades, Americans started to realize that gay people were just the same as everyone else, except with better abs. And as popular opinion improved, companies finally felt it was safe enough to take gay

money. And this time, it was major brand. Amazon started advertising to gay people. Coca-Cola aired a commercial with two dads during the Super Bowl. And Just Salad even had a big gay salad. Which, come on. That was just just that. That was just that was just that was just that was just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just just that. That was just that. that. that. that. that. that. That was just that. that. that. that that. that. that that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. that. That. That. That. That's that. That's that. That was just that th. the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the the Super Bowl and Just Salad even had a big gay salad, which come on. That was just a regular salad. At least toss some glitter in it.

And that brings us to today, when practically every company does pride month marketing. But just because every June a business acts like they're auditioning for Joseph and the Amazing Technicolor Dreamcoat, it doesn't mean their values line up with their tweets. Take AT&T for example. They love to show everyone how much they support pride, while also giving one million dollars to anti-LGBTQ politicians and packs, or how retailers like H&M are launching pride collections with items made in countries that criminalize homosexuality, which is another reason wherein this ugly ass top should be a crime. And they aren't the only hypocrites donating to anti-queer causes,

but hey, why go through all the trouble of listing them here? I'm no hater. Oh, that one too. Okay. Are we done? Let's listen. Let's make it me say. The point is, enjoy all those gay whoppers and pink Toyotas. But don't forget what this month is about.

Pride is the time to celebrate the right to love who you want and to honor the people who fought to give us that right. Back when no brand was on their side. Except for absolute. You know what, one of those gay whopper sounds real good about now though. I'm dizzy. The Daily Show with Trevor Noah, Ears Edition. Subscribe to the Daily Show on YouTube for exclusive content and stream full episodes anytime on Paramount Plus. This has been a Comedy Central podcast.