Satirical video looks at the industry’s lukewarm LGBTQ+ support, and why it needs to change

It’s no secret that brands got nervous about Pride Month this year following the backlash to Bud Light’s Dylan Mulvaney promotion. But the truth is, even when brands were all in on Pride, the support was usually still fleeting—one month out of the year when they could focus on it, then move on. LGBTQ+ grassroots organization Do the WeRQ addresses this dynamic in a sharply satirical new video from video agency K&C. The action takes place at an ad agency, where one staffer takes it upon herself to pitch queer-related ideas beyond June. But she gets a decidedly lukewarm response, along with a lot of excuse-making. “Love that, but...” everyone replies—with a list of reasons why her ideas won’t work. The video captures the reality at many agencies and clients, where execs are caught between wanting to support the LGBTQ+ community yet at the same time being afraid to do so. The solution, at the end, is simple—individuals simply having the courage to move forward with allyship regardless. “When love becomes action, everybody wins,” says the onscreen copy at the end. “The inflection point of insecurity and inaction is where key decision-makers tend to get shaky and ferment during this turbulent time. And that’s why indecision is front-and-center in this story, which we’re sharing at a time where decisive progress is so important to our rights,” said Kate Wolff, co-chair, programming and operations, at Do the WeRQ. “The story of allies, created by allies, zeroes in on a recurring moment where people can start enacting real change again. Our main point is to remind folks of all we need to continue to move forward together; small steps build towards long distances. When it feels hard, it’s because we are pushing forward, and we love that—no ‘but.’” Carter Pagel, partner at K&C, wrote and directed the video—and also appears near the beginning—he’s the gray-haired man leading the original meeting. “It’s always my goal to create work that I’m proud of both in terms of the messaging and the creative, but that can be difficult in today’s world,” Pagel said. “However, I feel like we nailed it with this one, and the best part is it was truly a collaborative effort all down the line.” “Love That, But” features almost 30 queer and ally volunteers who donated their time in front of and behind the camera. It debuts today on YouTube and Instagram, with the hashtag #lovethatbut for further discussion in social.

Satirical video looks at the industry’s lukewarm LGBTQ+ support, and why it needs to change

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