Gay-friendly is the resource that spreads the homosexual identity to create an inclusive culture, which reflects the values, principles of equal opportunities, and respect to diversity among the brands and the audience. This study analyses how the insertion of gay-friendly in the spot "Emotion unites us" can determine the success or the failure of the brand Movistar according to catholic parents. The study is positioned on a phenomenological paradigm. The results showed that for a brand to succeed or to fail, some factors need to be considered: the frequency of this spot, the intensity of the homosexual affection, the broadcast schedule, and finally, the quality of the service rendered. It is concluded that gay-friendly is one of the factors that may contribute to the success or failure, but it is not the only final determinant.