Spoof girlfriend ads promote Massow to gay male audience

Mother is providing gay men with a handy ’fantasy girlfriend’ as part of a controversial new campaign for Massow, the independent financial advisers.

Mother is providing gay men with a handy ’fantasy girlfriend’ as

part of a controversial new campaign for Massow, the independent

financial advisers.



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.’