bendon't take this the wrong way, and i havent seen the ad in...

ben

don't take this the wrong way, and i havent seen the ad in question, but my initial thought is, as an example, i am sure that there was probably a time when conservative people didnt understand the point in having coloured people in entertainment, and yet white people mostly just mimic black trends to gain a bit of cred. i dont imagine this scenario is any different, as gay people are just another marginalized demographic, and a wealthy and increasingly influential one at that.

i noted another thread by a perpetual whinger about women dressing differently from his expectation of how they should look. similar thing.
culture is always evolving.
rock and roll was the devils music once. punk was shocking. sportspeople smoked. children should've be seen and not heard. women belonged in the kitchen. the list of conservative expectations on behaviour and appearance goes on ad infinitum, and rebellion against this stasis continues to provide us with fresh perspectives and attitudes.

rio may just be trying to distance itself from conservative forces and appeal to a more progressive audience, one that can see beyond the immediate status quo and understand that the future is forward, not backward. a bit like nike, perhaps, who knew that rich white conservative people were an overly vocal and perpetually dissatisfied demographic that spent less money anyhow.