"We are all family!": Idealista brings to Spain its homage to Pride

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

This real estate website with its bold advertising is celebrating Pride 2019 with a video that normalizes diversity.

Idealista has triumphed, first in Italy and now in Spain, with its last television spot in which it celebrates the week of Pride demonstrating that love is  singular, and that therefore the family is one.

Among the boldest property marketplaces in its advertising bets pays homage to Pride 2019 with a video that highlights the value of diversity, love and family celebrating all the colors of love.

Although the objective of every company is to be profitable, some also bet on assuming social values ​​and try to defend them, integrating them in their essence: playing the brand image and betting on acting according to beneficial principles for the whole of society. Idealista is a firm born in Spain that, through its web portals in the countries in which it operates, facilitates the rental or sale of real estate; but, more than that, he has long decided to be an example of respect for diversity.

If looking for a house is normal, living with the couple is also normal. Be this the type that is, more or less accepted socially, more or less in need of celebratory days such as the week of Pride.

Therefore, this spot tries to normalize what is lived on the street preaching by example. The company, in fact, carries it in its DNA. Among its founding values ​​are the open and inclusive attitude: two of its three creators are gay, and as SPANISH already said, from the beginning they were clear that, if this is a reality, hiding or concealing it was counterproductive.

The announcement, premiered first in Italy - where Idealista is famous for its always risky advertising ideas -, is inspired by the fact that none of us is forced to hide their feelings. On the contrary, we should feel free to show them without fear. "Because we are all family!"

From the offices of the company is looking for that, be transparent, or "make visible the invisible", according to Fernando Encinar, who besides being a co-founder (along with his brother Jesus and César Oteiza), is also its Director of Communication and Chief of Studies.

In Italy, precisely, the firm has clashed with some of its ads, in which this bet has generated controversy and has even led to a rejection of their claims, some directly focused on the LGTBQ+ public. "For the collective and diversity to continue to grow, you have to treat homosexual couples in the same way as heterosexual couples, even in your advertising", explains the Co-Founder of Idealista. "If today there is still controversy because there are LGTBQ+ couples in the ads doing the same thing as heterosexual couples, there is still a long way to go," he concludes.

This article was written and published in Spanish and has been translated into English via Google Translate. Click here to read the original article.

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