Bench’s Love all Kinds of Love

            

This advertisement campaign from Bench Philippines is produced by the team of Paolo Lorenzana and Raymond Ang and was posted on February 11, 2015, just a few days before Valentine’s Day. It is showcasing different kinds of love from grandmother Gloria Romero to her grandson Chris Gutierrez, lovers Solenn Heusaff and Nico Bolzico, creative director Vince Uy with his boyfriend Nino Gaddi and Ana Paredes with girlfriend Carla Peña. These happy couples are seen in the billboard along EDSA Guadalupe and have received different praises and comments. But not everyone seemed to like the said campaign and its message so they painted the hands of the two gay lovers which made it more controversial.

            

The message of this campaign is for people to be open of the LGBT Community and that love is always free and equal. That’s why these gay couples are proud to be part the campaign to change people’s mindset that it’s now time to LOVE ALL KINDS OF LOVE that same sex relationships are the same and important as the love between family and heterosexuals. On the other hand, the advertising technique used in this campaign is by means of propaganda as it makes an appeal to emotions and persuades people of the same sex relationship. It also uses the influence of the models that are much known in our country.

This advertisement of Bench is very powerful as it used the influence of the models that are very well known. It is also effective as it captured the attention of many people especially with the painted hands of two gay couples that gained many criticisms. And also the thought that the billboard is located in one of the busiest and most congested places in our country, EDSA, that a lot of people can see it. Also, I can say that based on the four qualities that make up a good advertisement, Bench’s campaign is really attractive and interesting with its slogan of “Love all Kinds of Love”.

The medium used is through print advertisement like billboard that is located in EDSA and also in the social networking sites to reach a larger audience and inform them about the campaign’s message.