Ford to Run Ads in Gay Publications

Advertisements featuring Ford Motor Co.’s eight vehicle brands will run in gay publications, the automaker said Wednesday, acting after gay rights groups complained when Jaguar and Land Rover pulled their spots.

Ford is not ordering those luxury brands to resume their specific ads. Rather, the company’s ads in the publications will promote all of its lines, which also include Ford, Lincoln, Mazda, Mercury, Volvo and Aston Martin.

Last week, Ford cited a need to cut marketing costs in saying it no longer would advertise Jaguar and Land Rover in several gay publications.

On Wednesday, Ford wrote the gay rights groups that the luxury brands “made a business decision about their media plans and it would be inconsistent with the way we manage our business to direct them to do otherwise.”

Ford pledged to run corporate ads in the publications that would include its full lineup.

“It is my hope that this will remove any ambiguity about Ford’s desire to advertise to all important audiences and put this particular issue to rest,” wrote Joe Laymon, Ford’s group vice president for corporate human resources.

The gay groups had suggested a connection between the withdrawn Jaguar and Land Rover ads and pressure from conservative groups. Ford denied a connection.

In May the American Family Assn. announced a boycott of Ford vehicles and criticized Ford for contributing to gay rights groups, offering benefits to same-sex partners and recruiting gays. The group ended the boycott late last month.

Several gay rights groups said the move created the perception that Ford had struck a deal with the group to reduce its advertising in gay publications.