Bear is a gay slang term. It describes a hairy, heavy-set (sometimes muscular) gay or bisexual man. A bear typically projects an image of rugged masculinity.
Rowse Honey’s new content series may have been inspired by the Three Bears fairytale, but it was the casting of a jovial trio of modern ‘gay bears’ that the brand hopes will connect with a fun, young consumer. Rowse tasked its agency BMB with a simple brief: get more people.
Meanwhile, United could learn something from Icelandair, which recently released its first LGBT-themed ad featuring a middle-aged gay male.