Skift Take

June is an opportune time for travel brands to celebrate the role of fathers and milestones of same-sex marriages, but they need to be careful not to exploit the occasion and the movement.

June is Pride Month and brands are celebrating both the serious and fun side of being a father and a member of the LGBT community.

For all of our SkiftAds of the week, view our archives here.


Delta features fathers of same-sex parented families raising their kids up to the sky with their arms extended to pretend they are flying. The ad shows tender moments with parents and children through various versions of playing “airplane;” kids running to their dads and lifting them up; kids being pushed up by their father’s feet, and kids sitting on their shoulders.


This year’s WestJet tearjerker is a continuation from last year’s Father’s Day story. WestJet flew Marc Grimard and his wife for free to see their son who is at Ronald McDonald House suffering from congenital heart disease. The child underwent a heart transplant earlier this year that was successful enough to fly him back home to spend Father’s Day with his family.


Traveling is not always smooth sailing. Expedia positions itself as a provider of up-to-date information on wearables and smartphones to connect people with their next flight, family — traditional and modern — and their inner selves. One of the scenes has two dads arriving with their child at a party and the timing of this video release makes it relevant to the LGBT community because of Pride Month.


“Wut” is a dance song by Khalif Diouf aka Le1f — pronounced as left with a silent t — who is a loud and proud gay rapper. Airbnb takes his song to re-create a fun booty-shaking music video with him and his dancers voguing and twerking in living rooms, bedrooms and kitchens as a play on how to “host with pride.”

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Tags: airbnb, delta air lines, expedia, skiftadsweek, video, westjet, youtube

Photo credit: Video still from Delta's "Airplane," which depicts children with their fathers of same-sex parented families. Delta Air Lines

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