There's a powerful simplicity to this spot from Philippines wireless provider Smart Communications and creative agency Dentsu JaymeSyfu. A father wonders why his son hasn't accepted his request to become Facebook friends. The son, meanwhile, worries about how his dad will react to Facebook photos showing him posing affectionately with his boyfriend. Everything is resolved in seven words exchanged by text message; the hashtag is #smarterchange.
Marketers in Asia have produced a few strong campaigns lately centering on LGBT acceptance. McDonald's Taiwan and Leo Burnett Taiwan showed a son coming out to his father over a cup of coffee.
Last month, India's "6 Pack Band," a transgender musical act conceived by Mindshare Mumbai for a Hindustan Unilever tea brand, won the Glass Lions Grand Prix at the Cannes Lions International Festival of Creativity.