A California company has launched an interesting ad campaign that features billboards showing a U.S. soldier embracing a Muslim woman with the hashtag “betogether.”
The campaign was launched by the sleep-aid company Snore Stop, and is designed to start conversations about stereotypes, company spokeswoman Melody Devemark told CBS Los Angeles.
“We wanted to find locations that would grab people’s attention,” she said. “Snore Stop is a product for couples and we want to show couples that you normally don’t see in advertising.”
This has caught some people off guard. Onlooker Jan Clair told CBS Los Angeles she doesn’t agree with the company using the image of a Muslim woman and U.S. soldier to sell an unrelated product.
“It’s a shock factor… Trying to shock you into looking at it. But to each their own,” Clair said.
“People feel that we are trying to misuse the image of military servicemen,” she said. “I think they don’t understand that there are couples like this that do exist. Its just that you’re not used to seeing them.”
Snore Stop describes itself as a company that provides “high quality natural remedies as an alternative to synthetic drugs.” Their goal, according to their website, is to keep couples together.
The company website also features testimonials from couples of all walks of life, including same-sex couples.
The billboards went up on Hollywood last week and the company says it plans to expand its campaign to 20 other cities, including Houston, Salt Lake City and New York, according to the Daily Mail.
Sources: CBS Los Angeles, Daily Mail, Snore Stop