Opinion

The Robert Dyas 'gay, straight and bisexual' ad has created a buzz but lacks purpose

Social video expert Be On reviews the latest viral by Robert Dyas.

2015 has certainly been a landmark year for the LGBT community and while the advert may be bewildering to some, its genius lies within its simplicity - 6/10

Many brands choose to pull on the heartstrings at Christmas, but Robert Dyas has got us laughing (and scratching our heads) instead, with its latest campaign.

We would love to have been a fly on the wall in the creative meeting for this ad. This brand takes a simple, scaled back approach, featuring store employees showing off their latest products for loved ones, this holiday season.

Staff members and customers are seen introducing themselves as gay, straight, or bi-sexual for no apparent reason, making comments such as, "Look at the Christmas tree. It’s perfect for a gay person. Or a straight person." 2015 has certainly been a landmark year for the LGBT community and while the ad may be bewildering to some, its genius lies within its simplicity.

Many commentators have said it’s a parody of a YouTube viral video from American furniture company, ‘Red House’ back in 2009, which used a similar theme, highlighting ‘black and white’ people instead of ‘gays and straights’. It’s been six days since the video was uploaded and it’s garnered over 645,648 views at the time of writing, generating mass conversation on social media.

Shot on a budget, the campaign encourages visibility; however, it lacks a clear purpose and commercial message. This spot is sure to get consumers talking and leave a lasting impression.