Often the Bible is used to justify homophobia, but Axel Hotels is turning that narrative around with its new “Noah’s Ark” commercial, conveying the message that all types of couples are welcome at Axel.
The ad, timed for LGBT Pride Month, shows a variety of same-sex couples, starting out with similar pairs — “bears,” “otters,” “butterflies” — and references the biblical story of Noah, who gathered animal pairs on an ark to escape a cataclysmic flood. The spot then mixes up the couples by gender and type, and it ends with the message “There’s room for every kind of couple at our hotels.”
Barcelona-based Axel operates gay-focused but “hetero-friendly” hotels in locations including Ibiza, the Canary Islands, Berlin, Buenos Aires, and its home city. “We created a free and tolerant society, where diversity and respect are valued,” its website says. “Two men, two women or a man and a woman, any type of customers are equally welcome, without prejudice to their sexual orientation.”