A Greek advert that features a middle age gay couple has become viral in a country which still lags well behind on social acceptance of gay and lesbian couples.
The advert; believed to be the first of its kind screened on mainstream Greek TV, is the product of Jumbo, a Greek retail chain, that has become famous for innovative, and according to some, provocative advertising campaigns.
Like previous campaigns this has also become the subject of discussion in Greece, by showcasing ordinary people who happen to be gay and share their common preference for the store.
Explaining the decision to screen the spot on national TV, Jumbo said that they are “ready to break any stereotype (social or racist) … with humor, tenderness and unexpected truths”.
“The ideal of democracy nowadays is more timely and necessary than ever!” it adds.
The advertising campaign also includes other spots, among them one that features a man with hearing disability and another featuring an immigrant worker.
Jumbo started in 1986 exclusively as a toy and console games chain, but since the early to mid-2000s, Jumbo changed direction towards everyday products targeted for the whole family.