Schumer and Rogen rep gender diversity in Bud beer ad

Budweiser has put gender diversity to the centre of its ‘Bud Light Party’ campaign, releasing an ad starring Amy Schumer and Seth Rogen who declare that “labels are for beer not people”.

Playing on the upcoming election, and building on the pair’s much longer ad that was aired during the Super Bowl, the pair declare that beer is what unites men, women and “people of all genders” in America, with Schumer following with: “But, you know, gender identity is really a spectrum and we don’t need these labels”.

“Beer should have labels — NOT people,” adds Rogen.

The advert has received mixed reviews with some calling it “the most trans-friendly beer commercial ever”, the ad attracted reams of negative comments after it was debuted on You Tube yesterday, which you can read here.

While deliberately humorous, the advert highlights big companies’ attempts to tap into a growing segment of the market who don’t identify as either male of female in the hopes of recruiting new consumers to their brands.

Russia’s Stoli vodka has run several high-profile campaigns targeted the LGBT community and in 2014 announced a three-year-partnership with the LA Gay & Lesbian Centre, donating $300,000 to the organisation.

It came months after the LGBT community called for its products to be boycotted after Russia implemented an “anti-gay” law banning “propaganda of non-traditional sexual relations” among minors. Val Mendeleev, chief executive of SPI Group, parent company of Stolichnaya, responded by publishing an open letter to the gay community to stress the group’s opposition to Russia’s “dreadful actions”.

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