Mother is providing gay men with a handy ’fantasy girlfriend’ as
part of a controversial new campaign for Massow, the independent
In a stunt reminiscent of its D&AD-winning ’football hooligan’ kit,
Mother’s latest work, which appears on the front covers of lifestyle and
gay magazines next month, is a wallet-sized picture of Sharon, the
perfect (yet believable) girlfriend.
The idea is that the picture can be whipped out to convince financial
advisers of a client’s heterosexuality - the absurdity of which
highlights the problems faced by gay men when buying pensions.
Printed on the back of the photo are stock answers to questions, such as
’Where did you meet?’ or ’Does she have any brothers or sisters?’
Mother has also created a regional campaign for the gay communities in
Manchester and Edinburgh, where Massow also has offices. Flyposters,
press ads and street murals take the form of a public information
campaign and carry the message, ’Beware: Thieves operate in this area’,
followed by the local Massow telephone number. The ’thieves’ are
financial advisers selling inferior products.
Ivan Massow, the company’s founder, said: ’Even within the gay
community, there are businesses which know that gay people face
prejudice and think they’re an easy target. Even if a company says it’s
gay, you shouldn’t automatically trust it.’