Airbnb will debut a spot with a trans-friendly message timed to
Caitlyn Jenner's appearance during tonight's ESPY Awards on
ABC.
Airing after Ms. Jenner wins the ESPY Arthur Ashe Courage Award,
the spot will launch Airbnb's "Is Mankind?" campaign, and
specifically ask viewers to "find out how kind the women, men and
trans of our mankind can be."
The ad will be a variation of an ad
released online earlier this week, featuring voice-over by
Angela Bassett and a baby walking toward a door. That ad -- which
challenges viewers to go look through other people's "windows so
you can understand their views, sit at their tables so you can
share their tastes" -- will start running on TV in the U.S.,
Australia and the U.K. Both ads were created by TBWA/Chiat/Day.
Caitlyn Jenner receives the Arthur Ashe Award
Last month Ms. Jenner came out on the cover of Vanity Fair.
After gaining a million followers in four hours, she posted on
Twitter and Instagram about her ESPY win and upcoming TV show.
Brands
remained silent during the moment, maybe to avoid being seen as
opportunistic, or maybe because of concern they might alienate
audiences who don't approve of pro-transgender messaging.
Airbnb, however, seized the opportunity to support Ms.
Jenner.
"Transgender personalities are kind of the next group who the
media needs to shine a very warm, welcoming and celebrated light
on," said Airbnb CMO Jonathan Mildenhall.
The "Is Mankind?" campaign, focusing on inclusion and universal
human kindness, wasn't going to pivot off of Ms. Jenner originally;
it was going to focus on racial harmony. But with Airbnb's history
of LGBT support, the moment was right for a tailored, one-off
special spot, Mr. Mildenhall said.
Released a few weeks ago, a video featuring a trans person with
his partner and two same-sex couples called "Love is Welcome Here:
Our #HostWithPride Film," is an example of the company's
LGBT-inclusive efforts.
"I just wish there were more brands out there who were doing
active work and pushing people," said Mr. Mildenhall.
Does Airbnb fear backlash from people who aren't ready for
pro-trans messaging?
"We're not worried about that at all," Mr. Mildenhall said. Take
Coke's "Hilltop" ad for
example, he said. The ad featured people of different ethnicities
singing together, and without the Internet or much international
travel, people didn't see as much diversity as they do today. The
ad was powerful at the time, and Mr. Mildenhall's mother was
shocked by it.
"If you lean into groups of people who are being ignored by
marketers, the halo effect on your brand can be phenomenal," Mr.
Mildenhall said, adding that the effect can last for years. Still,
the Internet isn't always a kind place, and Mr. Mildenhall is
bracing himself. "I am prepared for my inbox to be flooded with
haters who are challenging the position of inclusion... It's not
going to be accepted by everyone."
The ESPYs, a sports-centered award show created by ESPN, will
air on sibling network ABC at 8 p.m. ET. tonight.
