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Company: Aetna
    View Company Scorecard / Contact Company
Brand: Aetna
Ad Title: First Love
Business Category: Financial Services
Media Outlets: Online Video
Country: United States
Region: US National, Global
Agency: unknown
Year: 2015
Target: Gays
Company: Aetna
    View Company Scorecard / Contact Company
Brand: Aetna
Ad Title: First Love
Business Category: Financial Services
Media Outlets: Online Video
Country: United States
Region: US National, Global
Agency: unknown
Year: 2015
Target: Gays
Company: Aetna
    View Company Scorecard / Contact Company
Brand: Aetna
Ad Title: First Love
Business Category: Financial Services
Media Outlets: Online Video
Country: United States
Region: US National, Global
Agency: unknown
Year: 2015
Target: Gays
Company: Aetna
    View Company Scorecard / Contact Company
Brand: Aetna
Ad Title: First Love
Business Category: Financial Services
Media Outlets: Online Video
Country: United States
Region: US National, Global
Agency: unknown
Year: 2015
Target: Gays
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Theme(s)

Real GLBT Person

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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The screen reads, "We asked two people to tell us ab out their first love." A man and woman, Stephen and Melanie, each answer aninterviewer's questions about love and the person they love -- the implication suggesting that they're talking about each other. At the end, it is revealed that they are each talking about their same-sex partner. The ad notes that real life couple Melanie and Vanessa were together 9 years and that Stephen and Todd were celebrating 18 years as a couple.

The campaign’s tagline is "Be Strong. Be Well." On the company's LGBT page, it carries the variation: "Be proud. Be well."

Melanie and Vanessa Alenier sued Miami-Dade County Clerk Harvey Ruvin (along with half a dozen other couples) for being denied marriage licenses in 2014.

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