KLM Royal Dutch Airlines is being called out on social media for what some claim is unintentionally undermining its own Pride campaign.
In celebration of Amsterdam Pride on Saturday, the airline tweeted an image of rainbow-striped seat belts with the caption, “It doesn’t matter who you click with. Happy #PrideAmsterdam.”
— Royal Dutch Airlines (@KLM) August 5, 2017
At first glance, it’s a cute concept: The first pair of seat belts shows two “female” ends facing each other, the second shows two “male” ends lined up, and a third pairing features one of each, presumably to represent straight couples.
But Twitter users were quick to point out that only the “straight” combination would actually be capable of clicking together and, y’know, saving a passenger’s life.
— Eric (@MrMcQue) August 7, 2017
Um? Only one of those three actually click together, which matters a lot if you want your seat belt to work. https://t.co/E6ZSFd8suf
— Napp Nazworth (@NappNazworth) August 7, 2017
This is a poorly conceived ad campaign…
Nobody thought about an illustration that doesn't exhibit things that weren't designed to click?
— Jared (@jaredstill) August 7, 2017
“Fly Royal Dutch Airlines,” one man joked, “where your only chance of surviving a crash is buckling up the heterosexual way.”
— Rick Canton (@RickCanton) August 8, 2017
I am genuinely surprised that they were bold enough to go for such an openly homophobic campaign
— Marek Wojtaszek (@WojtaszekMarek) August 8, 2017
Quite a few homophobes seized the opportunity to insist the ad proves same-sex relationships don’t “work.”
Actually it does matter who you "click" with. Some don't match up for a reason. Stop trying to force your agenda down people's throats.
— SimplyChristine❤️ (@Realchristine4) August 8, 2017
Thanks for demonstrating again why LGBT is absurd:
— Metz (@WO4TG) August 7, 2017
So glad to see that there's someone, hidden down deep in the bowels of your marketing department, who secretly gets natural law.
— Ken Smith (@smithkl42) August 7, 2017
On the chance that your seatbelt installers are as incompetent as your marketing/public relations/propaganda crew, I'll pass on KLM.
— Son of Liberty (@davidcmcalpine) August 7, 2017
How many of those seatbelt combinations do you permit passengers to use when the fasten seatbelt sign comes on?
— Jesse L (@ReformedintheQT) August 7, 2017
Some couplings work, others don't. The importance & necessity of complementarity. An unintended lesson in reality from KLM.
— E. L. Pownd (@EL_Pownd) August 7, 2017
Apparently you don't know how biology OR seat belts work.
— The Mental Recession (@rustyweiss74) August 7, 2017
You guys didn't think that one through, did you. pic.twitter.com/SpM356DkkA
— Calvinist Coulson (@XpCoulson) August 7, 2017
— Ruling on the Field (@rulingonfield) August 8, 2017
Some LGBT folks proclaimed the ad a marketing fail, too.
Gay here. This is… Not great @KLM.
— Mitchy (@thenewneuge) August 8, 2017
Lmao they walked right into that one tbh and I'm a homo
— Jake (@JakeGoneWild_) August 7, 2017
The funny thing is when I first saw it, I thought it was an anti gay ad
— Jake (@JakeGoneWild_) August 8, 2017
But for others, it was the thought that counted.
Please ignore the haters, both passive and overt. Brilliant ad in tone, stance, and execution. Well done.
— Stacy F.S. Weitzner (@StacyWeitzner) August 5, 2017
Love is Love. Great ad!
— DonnaInLakelandFL (@SouthernJewel) August 8, 2017
— The Dude (@WorkingDeadbeat) August 8, 2017