Assma Maad, writing for BuzzFeed:
But looking at the various versions of the video published worldwide, it’s clear that several adaptations are not completely faithful to the original. The lesbian couple present in the English version does not appear in the French version, as first spotted by Jeanne Magazine.
The same-sex couple also does not appear in the German, Italian, Turkish and Japanese versions, while they do appear in the Mexican, Canadian, and Australian versions.
And:
This isn’t the first time a same-sex couple has been erased from a French version of an advertisement. In January, Toyota eliminated a female couple from an ad that was present in the Italian version.
And it’s not only in France. In 2014, an advertisement for Coca-Cola which initially staged a same-sex wedding was changed to show a heterosexual wedding in the Irish version. In France, a football match totally replaced the scene.
This surprised me. I wonder if there’s more to this story than simply playing to the comfort zone of your audience. Is this a barometer for progress (or lack thereof) made in terms of tolerance, or is there more to it than that?
If an ad has been modified for a specific audience because it “played” better to a focus group than the original, is that intolerant of the original or just pragmatic? The purpose of the ad is to drive sales, is it not? If the focus isn’t on the sexual orientation of the people in the ads, then it really becomes less controversial.
Truth is that France is going backwards, in many ways.
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Considering that Tim Cook is gay and Apple is not shy about its support for gay rights I’m going to assume there is more to the story or it’s as simple as knowing what ads work best in which markets. I’m curious though if there is real outrage over this or if it’s the typical thing with Apple where there’s not really outrage but Apple brings page views so it becomes one by the tech media.