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Wells Fargo Ad: Learning American Sign Language

The US bank is promoting its embracing of diversity with a series of new adverts, one of which features a lesbian couple who are learning sign language for a very special reason.

It’s becoming more and more common for big companies to highlight their diversity credentials and forward-thinking attitudes by featuring Gay people in their advertising. In recent months, businesses as diverse as Nikon, Cheerios and Hotwire have featured gay couples in commercials.

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Now it’s Wells Fargo’s turn. The US bank is rolling out seven adverts as part of a new brand push under the banner ‘Why I Work’.

The first, revealed last week, is called ‘Learning Sign Language’. It features a female couple who are both learning sign language. The reason why? They’re about to become the new, adoptive mommies to a little girl with impaired hearing.

RELATED: Boycott Wells Fargo Ad 'Learning Sign Language'

The commercial doesn’t fail to tug at the heartstrings while at the same time demonstrate the diverse nature of Wells Fargo’s clients. It’s the bank’s first national ad campaign to feature a same-sex couple.

The sign language advert was created by ad agency BBDO, who were appointed by Wells Fargo last year. Its executive creative director, Matt Miller, told AdAge that he was at first apprehensive that the bank – might resist the idea behind the latest campaign. However, the reverse was true and they embraced the concept.

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