Aside for Matthew Mitcham that is one of the cutest sportsman I have ever seen, I like this commercial since I have always liked story of success obtained through strong will. And Olympic stories... yes, I know, the Olympic Games are so conservative, but really, even if you don't want, when it's that time of the year, tell me the truth, you are able to change the channel when there are some athlete like Matthew on the screen?



Commercial Closet Association

Company: aussieBum
Brand: aussieBum
Ad Title: Matt Mitcham
Business Category: Fashion/Apparel
Media Outlets: Television
Country: Australia
Region: Australia/New Zealand
Agency: unknown
Year: 2008
Target: Mainstream

I like this commercial since it's easy, meaning that, it has a gay couple but it's nothing of "odd" at least in the contest of the commercial. It's more important than the guys are pretty and young, not that they are both men. And having that from one of the major firm in the world, it's really a good sign of how times are changing.



Commercial Closet Association

Company: Levi Strauss & Co.
Brand: Levi's
Ad Title: Change
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United States
Region: North America
Agency: Bartle Bogle Hegarty
Year: 2007
Target: Mainstream

I don't know if, from a gay commercial perspective, this is a good gay commercial. And probably, if we consider the reaction of the second man to the kiss, someone could also question on if this is a really gay positive commercial. But I think that, the reaction is only by surprise, not of "horror", and I think that all the ad is a very good and high quality product. The idea, for me is that, in a future world, there should be not distinction on sexuality, men, women and all between, is the same.



Commercial Closet Association

Company: DHL
Brand: DHL
Ad Title: Male Kiss
Business Category: Services
Media Outlets: Television
Country: South Korea
Region: Asia
Agency: unknown
Year: 2007
Target: Mainstream

This ad is simple and effective, and I really like the elegant atmosphere, it has more a little movie feeling than a commercial.



Commercial Closet Association

Company: Cebu Ad Congress
Brand: Target Market
Ad Title: Target Market
Business Category: Miscellaneous
Media Outlets: Television
Country: Philippines
Region: Asia
Agency: TBWA Worldwide
Year: 2001
Target: Mainstream

I remember this ad on the Italian television many years ago. I think it was not exactly this one, but the same story with different actors. Anyway the concept was the same. Someone could question that it's not a nice idea for a gay guy to be attracted by a straight girl in front of his boyfriend, but I think the meaning of the spot is that, regarding the gender, the perfume is so "strong" that goes beyond your sexual preferences. And then I like the attitude of the girl when she finds out the real situation: that smile is so wide and sincere.

A woman walking down the street with her arms full of groceries gets bumped by two guys walking in the opposite direction and her groceries go flying.



One stops to help her pick them up and a seduction begins. They catch each others' gaze and -- in an amusing Biblical reference to lost innocence -- they both grab a rolling apple at the same moment. He then picks up a box of condoms and she smiles as a tune in the background sings, "The female of the species is more deadly than the male."

At that moment, the fellow is tapped on the shoulder by his buddy, who motions that they go. The woman stands up and begins looking around her as the two guys walk away. She sees two other guys leaning in close to each other, a British dandy (a cameo appearance by Quentin Crisp) and a tiny dog in a leather outfit. She then looks back at the two who bumped into her and they walk away with their arms around each other.

The one who helped looks back and smiles then shrugs his shoulders. She smacks herself on her forehead (Like the classic "Wish I had a V8" commercials in the US), realizing that she was in a gay neighborhood.

The tagline: "Men can't help acting on Impulse."

This commercial -- considered one of the first in England to overtly show a gay couple -- is a twist on the age-old perfume ad, where men spontaneously give flowers to a beautiful woman passing by.

Commercial Closet Association

Company: Unilever
Brand: Impulse
Ad Title: Groceries
Business Category: Fragrances
Media Outlets: Television
Country: United Kingdom
Region: Europe, Latin/South America
Agency: Ogilvy & Mather Worldwide
Year: 1998
Target: Mainstream

I will post the Gay Commercial one day in advance since tomorrow and for all the weekend I will be out of town, and hopefully far from a computer if not to check my emails at night. So yes, even the weekend schedule will be delayed to Monday (excerpts and so on).

This week I decided to post on a campaign for AIDS awareness brings on by One Life, a no profit organitazion depending on canadian firm Bristol-Myers Squibb. The new campaign has the following slogan, "Each time you sleep with someone, you also sleep with his past", and it is represented by the images of three couples, two same sex couples and one het couple. One of the same sex couple is also a interracial one. I think the main purpose of the campaign is to prove that being AIDS aware is not strictly linked to be gay or to your social status.



( other ads )

The ads were photographed by Alain Desjean for ad agency Bleublancrouge, Montréal, Canada. I like very much the "dry" style, that conveys so much intimacy.

Another very strong campaign, Spread the Word, was the one with the slogan "You Got "One Life", Get Tested", which was represented by a series of little ad with powerful messages for each one. You can see the whole commercial at One Life website (http://www.areyouatrisk.ca/spread-the-word) or the single ads on Youtube:



( other ads )

Two large men stroll through the city streets, and they are getting a lot of attention from passersby, who turn back to stare at them.

The couple are chatting to each other and are oblivious to the attention they're getting, as it is revealed they're holding hands.



The voiceover chimes in: "One of New Zealand's greatest and Australia's best are now playing for the same team."

Finally, the couple is shown walking alone and the screen changes to the company's logo.

The ad portrays the gay couple as unfazed by the scene they appear to be causing. Ultimately, the couple seems too content and secure to notice any negative attention.

Commercial Closet Association

Company: St. Georges Bank & Foodstuffs NZ
Brand: Superbank
Ad Title: Gay Couple
Business Category: Financial Services
Media Outlets: Television
Country: New Zealand
Region: Australia/New Zealand
Agency: unknown
Year: 2003
Target: Mainstream

I like this commercial since there is no punch line at the revelation of the gender, obviously the pick up man knew exactly what he was doing.

A man flirts with a woman in a bar, then follows her out and matches her steps from behind, as she coyly looks back.



Cut to his bedroom, where she's undressing for him as he lays watching. The lingerie falls and we see she's wearing men's underwear--he smiles acceptingly as he sees it's not actually a woman. The Bee Gee's song "More Than A Woman" crescendos and the words

"Underneath it all I'm still a man" appear over the black underwear.

Inspired by "The Crying Game" film about a cross-dresser, this British ad is very positive in its portrayal because there is no negative implication to the revelation that it is in fact a man.

Commercial Closet Association

Company: HOM
Brand: HOM
Ad Title: The Pick Up
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Y&R
Year: 1994
Target: Mainstream

I know that this commercial is stupid, but it made me smile.

With romantic piano music playing and candlelight, a man at the dinner table says with enthusiasm, "Wow...you ordered pizza. You sure know the way to a man's heart." As he takes a bite, his dinnermate says, "I think all relationships are based on honesty." The camera then shows a man apparently in drag -- he's got a deep voice, heavy beard, along with makeup and a black wig he's toying with.



"Me too," the first man agrees, with his mouth full. "Mmmm, great toppings." The other, now agitated, says, "Look. Before this goes any further. There IS something you should know." Confused, the first man asks, "You're married?" "No!" the other says, and his dinner partner looks relieved. Continuing, the man in lipstick announces, "It's the pizza. It's not delivery....It's DiGiorno!" "I knew you were hiding something," the diner says. With loving kindness, he tells the other, "I can read you like a book!" His partner smiles adorably.

Because it is over-the-top, it is not clear if the stubbly man is supposed to be simply in drag or taken as a true transgendered person -- most of the humor in the ad. His dinner partner, however, treats the circumstances as a given and is focused only on the pizza. Importantly, there is no moment of negative shock or "surprise," as with so many earlier ads, and thus for many it would be seen as a neutral to positive handling.

Commercial Closet Association

Company: Kraft Foods
Brand: DiGiorno
Ad Title: Relationship
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 2003
Target: Mainstream

elena_62 sent me this nice commercial (Thank you!), and since it's up to date and advertizes an event that will take place next week, I thought to post it today, so if there are some of my friends who are in Dublin and want to go, they know.

Orbitz is an online travel agency devoted to gay travellers. Of the two commercial, my favorite is the first; also the second is not bad, but it's a bit... bad? Basically the two men are lying :-) Well, at least it's original, since it doesn't force the concept that since you are a gay couple, you are happier, a thing that often transpire in these commercials; a gay couple is exactly the same as a her couple, it could be perfect and happy, or it could be only a one night stand.

On a game show, a colorful door turns, revealing a man in a lavender shirt. The announcer says, "HE'S a travel editor from Miami!" The man femininely grabs his chest in mock surprise.



As door number two swings around, revealing a tall, handsome fellow with another clinging to his shoulder, the announcer says, "HE'S got a new boyfriend!" "And this is Take On Orbitz," he continues, "the game that pits other travel services against Orbitz.com." The host, game show favorite Wink Martindale (from "Tic-Tac-Dough"), walks on stage. "Today's contestants need a hotel in San Francisco with a mini-bar and gym," he says as the display behinds him lists the amenities in typical game-show fashion. The unseen audience gasps at the challenge. The couple and travel editor face off, each with a computer trying to make their vacation plans the fastest through online booking. The new boyfriend is still hanging off his beau, playfully distracting him from typing by toying with his ear and rubbing his shoulders. (The set-up is that a travel editor should be a wiz at booking, while the distracted couple should not be, but they use Orbitz.com.) The couple wins, despite the "handicap" of new love. The couple high-fives and hugs, while the travel editor is peeved at being shown up. "Orbitz makes it fast and easy to find the right gay-friendly hotel," explains the host. The new boyfriend runs over to Martindale and hugs him, to which Martindale remarks: "I like that!"

This is the third dedicated gay commercial from Orbitz, which also does gay print media advertising. The company was able to uniquely determine exactly how many gay customers they had because of a dedicated Gay Travel section, which it calls a microsite, found on the home page along with other specialized travel interests. The company says it was the first general travel site to feature a gay section. “Orbitz continues to make diversity a priority via our extensive gay travel microsite as well as in our marketing efforts and community outreach,” Mitch Truwit, president and CEO at Orbitz in Chicago, told Commercial Closet. “Gay and lesbian travelers are an important, valued audience for travel and leisure companies,” he says, noting that 10% of Orbitz's customers are gay and lesbian. “Airlines and hotels across the globe ask us how they can be featured on Orbitz's gay travel microsite because they too recognize that gay travelers are some of their best customers.” Explaining the ad concept, Truwit says, “In focus groups, Orbitz users kept telling us how much easier it is to find the right option using Orbitz. So using the classic game show format in our advertising demonstrates in a fun way.”

Commercial Closet Association

Company: Orbitz
Brand: Orbitz
Ad Title: New Boyfriend
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: Thailand
Region: North America
Agency: Y&R
Year: 2005
Target: Mainstream



Commercial Closet Association

Company: Orbitz
Brand: Orbitz
Ad Title: Halo
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: United States
Region: North America
Agency: Mullen
Year: 2007
Target: Gays

Well, all my friends know that I don't like menages... but this is too funny!

In a twist on the Romeo and Juliet fairytale romance, Juliet is in the garden at night and tells her friend, "I shall wake my beloved Romeo with a thousand little kisses," as she climbs up to his window from below. "Be carfeul my dear Juliet!" her friend says.



She sneaks into his room through the window, and quietly calls his name as she approaches his large poster bed, covered in curtains. She pulls back the curtains to find that Romeo is in bed, playfully tickling another young man under the covers. Juliet's face falls in horror as she exclaims, "Oh Romeo!" The two young male lovers look surprised at her entrance as she changes her mind suddenly and says, "Ooo, I'm beginning to like this movie!"

She suddenly sees the two of them as an opportunity rather than a loss. Then she's in bed between them as the announcer asks double-entendre questions about the brand, "Do you think nothing could surprise you anymore? Are you looking for new experiences? Much more exciting and daring?") In bed, the three shout "Yes! Yes! Yes!"

Commercial Closet Association

Company: YES DBS TV Satellite Services Ltd.
Brand: Yes
Ad Title: Romeo, Juliet and ?
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: Israel
Region: Middle East
Agency: McCann-Erickson Worldwide
Year: 2003
Target: Mainstream

Two men walk up the sidewalk to the house of one of their parents. One asks if he should have brought a present and if his shirt is okay, as snaps to Madonna's "Vogue" song begin playing in the background. As they walk in the front door, the son is warmly greeted with a hug from his mother and father. Then he says, "Mom, Dad, this...is Marcos." Mom shakes his hand and then he turns to dad, who leaves Marcos' hand hanging in the air.



After a pause he accepts it and Marcos exchanges a nervous glance with his boyfriend. It ends with the announcer saying, "In a quickly changing world, you can't afford to miss The Folha," the daily newspaper. Rather than making a joke about gayness, this commercial effectively leverages the subject for its message in a dramatic
moment.

For people unfamiliar with the gay community's political climate in Brazil, it is by far the most advanced in Latin America and in some ways more progressive than the United States. Brazil's national government has already considered the question of same-sex unions, while many states across the US instead have passed so-called "Defense of Marriage" laws that define marriage as only between a man and woman.

Commercial Closet Association

Company: Folha de Sao Paulo
Brand: Folha de Sao Paulo newspaper
Ad Title: Casual Gay
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: DDB Needham Worldwide
Year: 1994
Target: Mainstream

These are a series of commercial that the PFLAG association in Canada made for the Equal Marriage for Same-Sex Couples campaign. Basically the idea is that, despite being a same-sex marriage, the trouble to make it works are the same. It's a very interesting insight, don't show that a same-sex marriage is more perfect, but that it could be unperfect as well.

Ad Title: Parents

Two middle-aged women are shown sitting together at a dining room table. "I mean, no one in my family is even sitting together," says the dark-haired one as she looks over a legal pad. "You have my parents at table four and my sisters at table nine." She throws an angry glance toward her fiancé, the blonde sitting next to her. She further elaborates on the problematic seating chart as the camera moves into kitchen. A young man, their son, standing near the door listens to the conversation as he waits to enter the dining room. Another man, probably his brother or a partner, walks into the frame and the two men exchange a knowing glance. A narrator asks, "You know what's wrong with gay marriages?" In the dining room, the blonde folds her hands and concedes. "Fine. Fine. Put them wherever you want to." The narrator continues: "The same things that are wrong with straight ones." The two men walk through the door as the narrator concludes, "Support same-sex marriages."



Commercial Closet Association

Ad Title: Blanket

In a dark room, a man wearing a T-shirt and boxer shorts sleeps on his side. He is sleeping without a blanket, although a fluffy comforter covers the other half of the bed. He awakes, reaches up to grab the blanket, and pulls it over himself from head to toe, uncovering the man sleeping on the other side of the bed. The uncovered man lifts his head slightly, rolls onto his back, throws his arm across his forehead, and exhales loudly as a narrator says, "You know what's wrong with gay marriages? The same things that are wrong with straight ones. Support same-sex marriage."



Commercial Closet Association

Ad Title: Bedroom Fight

With her brow furrowed, a blonde says, "It's not just tonight. It's every night we go out" and exhales loudly. She sits with her shoulders hunched and looks troubled. She pauses, sets her head on her right arm, and looks down as she says, "If it were just tonight, it wouldn't bother me so much." Looking up again, she caustically says, "I catch you looking all the time." The camera cuts to a shot of the same woman, who was only shown in a medium shot until now, sitting crossed-legged on a bed. "Do you want to be with someone else?" she asks angrily. The woman she is speaking to walks into the frame as a voiceover says, "You know what's wrong with gay marriages? The same things that are wrong with straight ones. Support same-sex marriage."



Commercial Closet Association

Company: PFLAG/Parents, Families & Friends of Lesbians & Gays-Canada
Brand: Equal Marriage for Same-Sex Couples (Canada)
Business Category: National Politics
Media Outlets: Television
Country: Canada
Region: North America
Agency: ZiG
Year: 2003
Target: Mainstream
Ad Spotter: Sean McLennan

This is a really nice commercial, not exactly "gay" at least not all. I like the gay point of view, since I can imagine all the story behind and the bouquet is so beautiful...



Commercial Closet Association

Company: FTD Group, Inc.
Brand: Fleurop-Interflora
Ad Title: Emotionen/Weihnachten
Business Category: Services
Media Outlets: Television
Country: Germany
Region: Europe
Agency: Heymann Schnell Werbeagentur AG
Year: 2006
Target: Mainstream
Ad Spotter: Christoph Steinbacher

First of all thanks to marame to pointing out the commercial of this week. Obviously the first thing that someone notices is how sexy and daring the commercial is (and yes, friends, it's not work safe, so don't click you have problem). First time I saw it, I thought, well, it's not doing a good job in preventing Aids if it shows this side of anonymous sex... I would be first in line to have an encounter like that. And also the tagline was almost enticing more than scaring "... you have no idea what a difference that makes..." implying having not protected sex... but then it closes with a punch on the gut, almost like one of those scary messages that metropolitan tales said you can find on the bedside table the morning after "...living healthy... or living with HIV... you have no idea what a difference that makes"



Commercial Closet Association

Company: Israel Aids Task Force
Brand: Israel Aids Task Force
Ad Title: Living Healthy or Living with HIV
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television
Country: Israel
Region: Middle East
Agency: unknown
Year: 2007
Target: Gays

On the same trend of double meaning messages, I would like to show you the latest MTV commercial on HIV awareness:

( Some might stay forever )

The pic shows a pubic hair illustrations to demonstrate that when you have unprotected sex with people “Some might stay forever” with you. They do that by creating the illusion of pubic hair with the names of the different people you slept with.

The ads come from Belgium with photography by Pablo Vicente and Illustration by Bram Laebens.

I like this commercial... it's not "gay", it's about living being HIV+, with courage. There is no hint in the ad to Ric Munoz's sexuality, and it's not necessary, it's not his sexuality that makes him a special man.

Richly shot, this commercial follows real-life, openly gay athlete Ric Muñoz of Los Angeles as he runs through a park. Text tells us "80 miles every week. 10 marathons every year. HIV positive." It ends with the familiar "Just do it" tagline and the well-known swoosh logo.



The advertisement was the first commercial by a marketer to actually use HIV/AIDS as a theme. Nike could have easily been criticized for insensitively using the disease to sell sneakers. Instead, it was widely acclaimed.

Ric Munoz left a comment in the Commercial Closet Association website: Thank you from the bottom of my heart for including the HIV Runner ad in your fine gallery of ads--it's always nice to be remembered.

I am indeed, still running. That's always the first question I get when someone hasn't seen me in a while, "Still running?" At the time the HIV Runner ad appeared in Feb. '95, I had run just over 70 marathons. That total has now grown to 131, the most recent of which was April's Boston Marathon (a race I've completed for 11 consecutive years). I've also graduated to the longer distances, i.e., distances longer than the marathon's standard distance of 26.2 miles. I've managed just six of those, the distances thus far being 50 miles (three times), 56 miles (twice) and my longest race to-date, 62 miles, that came in the fall of 99.

Of all the ads they've produced, it's been very clear to me over the years that the HIV Runner ad is one Nike is especially proud of. The ad went out of circulation a few months after its intial airing and went on to be aired in Great Britain and Japan after the U.S. run ended."

Commercial Closet Association

Company: Nike
Brand: Nike
Ad Title: HIV Runner - Ric Muñoz
Business Category: Sneakers/Shoes
Media Outlets: Television
Country: United States
Region: North America
Agency: Wieden & Kennedy
Year: 1995
Target: Mainstream

This ad is part of a campaign that is a parody of soap operas. Set in the fictitious town of Cleaner Close, episode 6 has a "mysterious stranger from Vince's past reappears but that's not all he's got to worry about..."

A sultry woman in a tight fitting black outfit and an zebra print trench coat walks into an auto body shop and says, "Still got an eye for body work, then, Vince?"



The mechanic turns away with melodrama as he says, "Pandora. Slumming it are we?"

Pouty, she reaches into his mechanic's outfit, unzips it, and says, "Aww, I've always had a thing about the hot, musky, grmiy smell of..." then, catching a whiff of his undershirt, "lemons?"

Rolling out from under a car appears another man, younger and handsome, holding a box of the Daz laundry soap.

"Vince! You always used to be so ..."

"Yeah, well I do his washing now," says the younger man to her, with a smirk as he puts his arm around Vince.

The narrator says, "Citrus Blast is out again, but will Vince be coming out too?" Vince's glance slowly turns to look at the hand of the other man around him.

Commercial Closet Association

Company: Procter & Gamble Co.
Brand: Daz
Ad Title: Scent of a Bloke - Episode 6
Business Category: Household Products
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Leo Burnett Co.
Year: 2004
Target: Mainstream
Ad Spotter: Oliver Broad

This is so cute that even if it doesn't end how I would like, it's nevertheless a nice commercial. And then I like that both men have no problem to show their romantic side... only to end with a beer in hand!

A man is on his knees to make a marriage proposal. The camera cuts to the person he is proposing to, revealing that he is in fact proposing to a shaggy looking man sitting on a couch. He says to the man on the couch, "I love you."



In a monotone voice, the other man asks, "What do you love about me?"

"Your eyes, your soul..." "That's it?" "I just want to marry you."

The man who is proposing pulls out the ring box. The other man takes the ring box in his hand while holding a bottle of Budweiser in the other, examines the ring and gives it back. He smiles, nods his approval and says, "Yup, you're good."

The man on his knees thanks his friend and gets up to leave, at which the camera pans out to reveal a group of men sitting on another couch. He leaves the room while all of his friends on both couches wish him good luck on his mission to propose to his girlfriend.

The tagline is, "Budweiser, TRUE".

Commercial Closet Association

Company: Anheuser-Busch Cos.
Brand: Budweiser
Ad Title: Proposal
Business Category: Alcoholic Beverages
Media Outlets: Television (unaired)
Country: United States
Region: North America
Agency: unknown
Year: unknown
Target: Mainstream

This is not exactly a gay commercial, but it's so cute!

A man is completely passed out on a cozy couch in front of a TV set. His roommate walks in and sits down next to him, lifts the man's legs and body across his lap, then begins scratching the man's belly and chest, with loving pats mixed in, as he watches TV. The unconscious man then slowly comes to, raises his head curiously and realizes what has happened as he looks at his mate.



The screen reads, "Some things you can only do with a pet," then fades to black before any further reaction occurs.

Commercial Closet Association

Company: British Columbia Society for Prevention of Cruelty to Animals
Brand: BCSPCA
Ad Title: Room Mates
Business Category: Nonprofit/NGO (non-gay)
Media Outlets: Television
Country: Canada
Region: North America
Agency: DDB Needham Worldwide
Year: 2003
Target: Mainstream

Probably due to the recent controversy on the use of condoms and religion, an austrian foundation (the same of a very nice video of some weeks ago: http://elisa-rolle.livejournal.com/560597.html) launched an high impact print ad. Two sexy guys having sex:

.( close up )

But... there’s an Angel watching them. It's the latest safe sex campaign ‘AIDS Hilfe Wien’ in Austria. When you wear a condom, it’s like the angels watching over you and protecting you. The ads were photographed by Oliver Gast for ad agency PKP with art direction by Daniela Reichmann and creative direction by Roman Sindelar & Erich Enzenberger. The full campaign:

( full version )

And the heterosexual version: 

( het couple )

And since this is usual a "video" appointment, here is a nice AIDS awareness campaign from Chile. The Chilean government released a groundbreaking TV campaign which promote condom use for World AIDS Day in 2003, along with radio jingles, pamphlets and bus-stop posters. Chile, where divorce is illegal, is one of the most socially conservative nations in Latin America.



The commercials feature a married man who has a lover, a teenager having unprotected sex, a housewife whose husband is cheating on her, and a gay couple in bed. All the people look in the mirror and ask themselves why they are not taking precautions against HIV-AIDS.

One of the guy of the gay couple, looking in the mirror, asks, "¿Qué me pasa?...What's happening to me?". "¡Es mi vida!...It's my life!". "¡Me gusta!...I like it!". "¡La paso bien!...I have fun!" He is seen having intimate moments with another man. "¿Si no me cuido yo, QUIEN?...If I don't take care of myself, WHO WILL?. ¿Si no es ahora, CUANDO?...If not now, WHEN?" He is seen on a city street, exchanging glances with someone passing him. At the end of the ad, the text reads: "¡Yo sé como prevenir el SIDA!...I know how to prevent AIDS!". "¿Cómo no me cuido?...How could I not take care of myself?"

Three leading TV channels refused to air the commercials, saying they violated their editorial policies. "The ads fail to address the negative consequences of promiscuous sexual conduct to people and their families. On the contrary, they suggest that such conduct is an option or a model for personal fulfillment," Reuters quoted Channel 13, which is owned by Chile's Catholic University, as saying. Two other channels showed the ads.

The government expressed disappointment at the backlash. "We're talking about people dying here," government spokesman Francisco Vidal told Reuters. "I have my own opinion about infidelity and homosexuality, but they exist. So how do we deal with a problem like this? Looking at the ceiling or dealing with it?"

Commercial Closet Association

Company: Gobierno de Chile Ministerio De Salud/Government of Chile Ministry of Health
Brand: Campaña contra el SIDA
Ad Title: Gay Couple
Business Category: Health Organizations
Media Outlets: Television (unaired)
Country: Chile
Region: Latin/South America
Agency: unknown
Year: 2003
Target: Mainstream

"You're not the man you used to be," says the narrator, as we watch a person organizing things, such as barbells, golf clubs, a basketball, ties, suits, etc. "You've hung up your hightops, you no longer wear your hat backwards or sit and watch games. You have a ring on your finger, floral sheets on your bed and designer suits in the closet. You're not one of the guys anymore -- in fact, you're not a GUY anymore."



The person picks up her bag of clothing and walks away in high heels. The closing tagline says, "Goodwill. For the things you no longer need."

Aired only locally in oh-so-tolerant San Francisco, this ad looks as if it could be national but never ran elsewhere. It is a very funny, neutral handling.

Commercial Closet Association

Company: Goodwill Stores
Brand: Goodwill Stores
Ad Title: Not the Man
Business Category: Retail
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anderson & Lembke
Year: 1996
Target: Mainstream

A young woman alone at a bar notices an attractive man near her and tries to flirt with him. Then he is approached by another man who squeezes his rear, then hugs and kisses him (the view is obscured and shot from behind). The man looks back at the woman with the fellow who just joined him, and she raises her glass to them and smiles at her misunderstanding.

The ad was the result of research by South African Breweries and it tested well in focus groups.



A spokeswoman for the company describes the ad this way, "What defines today's woman is attitude. Attitude towards herself, attitude towards her life and attitude towards her world. She is defined by who she is and what she represents -- her inner strength, her individuality, her spirit. We define this woman as having 'Appletude.'

In a clear role reversal our Appletude woman is doing what men often do and is taking the initiative and ogling the guys. She clearly is confident and enjoying her own company. We see her reaction as the different guys don't measure up to her standards and she finally spots a guy who looks quite cute.

As she gives him the once over, she is taken back when his 'friend' arrives and it is clear that they are much more than friends. Instead of feeling rejected, she composes herself.

She is a real Appletude woman -- her confidence is unshaken by this incident, as she realizes 'you win some, you lose some.' Single women in this age group agree that this is a very common occurrence in their social scene. It often leads to scenes of either extreme discomfort or hilarity, depending on how the woman handles the situation."

The storyline is very similar to one for Miller Lite in the U.S. Gay male couples increasingly show open affection in straight bars, however unlikely that is in reality.

Commercial Closet Association

Company: South African Breweries
Brand: Appletiser
Ad Title: Bottoms Up
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: South Africa
Region: Africa
Agency: Euro RSCG Worldwide
Year: 2002, 2001
Target: Mainstream
Ad Spotter: Zaid Hoosain

This is not exactly a gay commercial, but Abercrombie & Fitch is a company that winked at the gay community with its beautiful white / black catalogue by Bruce Weber, who is also the director of this commercial

And then all those young boy sweating, make me have certain idea... locker rooms and so on ;-)



Commercial Closet Association

Company: Abercrombie & Fitch
Brand: Abercrombie & Fitch
Ad Title: When You're Young, You're Gold
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United States
Region: US National
Agency: Shahid & Co.
Year: 1999
Target: Mainstream

I like this commercial since it's funny, look at the face of the young and smaller man, and look at the reaction of the other man... and when it happened? Doesn't he say something like "I will call you later"? as if he is planning to have a following to that kiss ;-) nice!

A young man is waiting at a bus stop, when a business man walks up and stands next to him. The business man is so close that he bumps into the young man when he puts his brief case down.



Although he is talking on his cell phone, the business man sounds as if he is a radio announcer, saying things like, "Good morning and welcome. Well, what have we got for you today? Coming up after the break we've got a bunch of hot new talent in the studio. Later on in the show, we've got the news. Let's go to Sandy - she's gone!" The young man is clearly annoyed by the business man, and grows more agitated as he chatters on. Finally, he clenches his fist as a sign that he cannot take anymore. He quickly turns to the business man, grabs his face and kisses him. While they are kissing, a message at the bottom of the screen says, "Stop the Voices." After the young man lets go of him, the business man looks less than thrilled and says into his phone "I'll get back to you, Keith." The young man appears to be very pleased with himself.

The screen fades and the words "Xfm 104.9 London. More Music. Less Ego" appear on the screen.

Commercial Closet Association

Company: GCap Media Plc
Brand: xfm
Ad Title: Bus Stop
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Quiet Storm
Year: 2000
Target: Mainstream

For every commerical like the one of last week decipting family harmony, there are also commerical like this one, in which the family harmony is not exactly perfect, but for me it's not so bad... in a way, mother and son have an unspoken agreement, and maybe the father will come alone sooner or later...

A mother and son are having a discussion in the kitchen about what's going on in each other's lives. The actual verbal exchange between them is stilted and artificial, with each of them playing the other's game.



Captions appear on the screen to clarify what the two are really saying.

The mother asks, "So... How's your love life?" and the caption beneath reads, "So... Do you like boys or girls?". The son responds, "Great. I'm dating a flight attendant. She's blonde." The caption says, "Great. I'm sleeping with a go-go dancer. He's built." With reservation, mom says, "Oh that's wonderful honey." According to the text on the screen, she means, "So, it's a boyfriend." Mom continues: "When do we get to meet her?" but the caption reads, "Dad is going to love this." The son tells her that his made-up girlfriend "travels a lot," but he means "Not in a million years." In a passive attempt to get the last inner-laugh, the son asks, "What about you? How's your backache?" But the text reveals what he wants to be inferred by his question: "What about you? Still sleeping with your chiropractor?" The mother looks pensive and gives a reserved smile, knowing her secret's "out" as well.

In large type, the screen reads "Cut The Crap." The product is shown and its ingredients featured: "Absolut Vodka, Soda Water, Natural Citrus"

Commercial Closet Association

Company: V&S Vin & Spirit AB
Brand: Absolut Cut
Ad Title: Cut The Crap
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: France
Region: Australia/New Zealand
Agency: TBWA Worldwide
Year: 2006
Target: Mainstream

In this "steamy" ad of a different sort, a father joins his son in a sauna and both are wearing just towels.

Father: "So son, tell me how things are going?" Son: "Going fine, dad." Father: "Son, I'm worried about you. Can we talk?" Son: "Go ahead." Father: "Your mother told me about your boyfriend. (pause) She also said he's a nice guy and from a good family. Be careful son, take care of yourself. Please use condoms." Son: "It's nice to see you care dad. But don't worry, we take care of ourselves." Father: "So when do I meet my son-in-law?"



Jontex is the leading condom brand in Brazil and manufacturer Johnson & Johnson in 2001 was a sponsor of Rio's Carnival as well as the TV broadcast of the event in another city, Salvador.

What I like most of this commercial is the first reaction of the son to his father's request to talk, he is worried, he is expecting to be rejected by his father, and instead he has the nice surprise to see his love "welcomed" inside his own house.

Commercial Closet Association

Company: Johnson & Johnson
Brand: Jontex condoms
Ad Title: Father & Son
Business Category: Personal Products
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: DPZ Propaganda
Year: 1997
Target: Mainstream
Ad Spotter: Cid Torquato

Since someone recently said that it's still a sin to use condoms, I thought that this commercial was a good way to reply.

I like it since, even if really erotic (so be aware if you click), it has also an esthetic beauty, the beauty of the human body. I believe that beauty is always a good way to bring on a message.



Commercial Closet Association

Company: Aids Hilfe Wien
Brand: AIDS/HIV Awareness
Ad Title: Aids Hilfe
Business Category: Public Service Announcements
Media Outlets: Television
Country: Austria
Region: Europe
Agency: unknown
Year: 2006
Target: Gays & Mainstream

This is a really well done and involving ad. I really like the atmosphere, it reminds me a good movie of the past.

A horse cart advances down a dusty street somewhere in Argentina. An old man, Don Luis, gets out of a car. An old woman remains in the front passenger seat. Don Luis approaches a slightly masculine-looking middle-aged woman, Perla, who is talking with a friend outside a shop.



PERLA: Don Luis. How strange to see you here. DON LUIS: I was wondering... When the bank gave you the loan to open the hair salon, did they ask for your national ID booklet? PERLA: Yes. DON LUIS: But your ID says you’re a man. PERLA: Yes. DON LUIS: And they gave it to you anyway. (PERLA nods.) That’s the same bank that gave me the loan for the car. PERLA: Hmmm. DON LUIS: That got me thinking, and made me want to come apologize for treating you so badly all this time. For not knowing how to treat you. Here. (He hands her a figurine of a ballerina.) I made it myself. PERLA: For me? DON LUIS: Forgive me. (They both smile.) PERLA: Thank you very much, Don Luis. DON LUIS: Goodbye.

Perla and her friend smile as he walks back to the car. The old woman in the passenger seat smiles and waves to them. Perla blows a kiss and waves.

Superimposed text: YOUR LIFE CHANGES WHEN THERE’S A BANK THAT DARES TO CHANGE.

Commercial Closet Association

Company: Banco Provincia
Brand: Banco Provincia
Ad Title: Don Luis and Perla
Business Category: Financial Services
Media Outlets: Television
Country: Argentina
Region: Latin/South America
Agency: El Cielo Buenos Aires
Year: 2007
Target: Mainstream

With Tele 2 you make the perfect deal and bad deals belong to the past.

I find this ad really well done and the actor playing the devil is terrific.



Commercial Closet Association

Company: Tele2
Brand: Tele2
Ad Title: First Born
Business Category: Telecommunications
Media Outlets: Television
Country: Switzerland
Region: Europe
Agency: in-house
Year: 2008
Target: Mainstream

Sooner or later I had to post a commercial on lube! All right, the funny thing of Semina, is that it's a "gel lubrificante" both for GLBT people than hetero, at least according to its site (http://www.gelsemina.com.br/entrada.php) whose first question is: Would you like to enter the GLBT site or the Hetero site? Don't ask me what you will find if you enter the GLBT site...



Commercial Closet Association

Company: Semina
Brand: Semina
Ad Title: Conscript
Business Category: Personal Products
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: Euro RSCG Worldwide
Year: 2008
Target: Gays

Bjorn Borg went from being a famous tennis player, to launch a fashion line, and now a popular dating website that promise "Love for All".

For me the video is really well made and romantic. And there are a lot of issue on the plate, not only the more obvious...



Commercial Closet Association

Company: Björn Borg
Brand: Björn Borg
Ad Title: Love
Business Category: Fashion/Apparel
Media Outlets: Television
Country: Sweden
Region: Europe
Agency: unknown
Year: 2008
Target: Mainstream
Ad Spotter: Christoffer Rosendahl

Get a boyfriend or girlfriend of the same sex. And suddenly you have twice as many shoes in your wardrobe.

‘How to double your collection’ is 2008 Bianco Footwear’s autumn campaign – and the photos and commercials illustrate Bianco’s idea for how you can double the number of shoes in your wardrobe: get a boyfriend or girlfriend of the same sex.

“Provocative? I don’t really think that many people are bothered by homosexuals any more. But you’re right – you don’t see pictures of homosexual couples very often, and that’s actually a bit strange,” says int. marketing manager Helle Vangsgaard. “Some might see it as a provocation, but I think most will see it the way we do – a fun campaign with beautiful pictures.”

Bianco Footwear's suggestion to How to double your shoe collection. This one is for the guys



Commercial Closet Association

Company: Bianco Footwear
Brand: Bianco
Ad Title: How To Double Your Collection
Business Category: Fashion/Apparel
Media Outlets: Television
Country: Denmark
Region: Europe
Agency: &Co
Year: 2008
Target: Mainstream

( the print ad )

Coinciding with National Coming Out Day in 2005, Planet Out's Gay.com launched a new ad campaign with the tagline "More Than Meets the Eye" which fixates on the apparent relationship between foot size and...well...you know what. Along with a promotional online video in which a guy plays footsie with men of all different foot sizes until he finds foot-measure-breaking Mr. Bigfoot, there were print and outdoor ads.



Company: Online Partners
Brand: Gay.com
Ad Title: More Than Meets the Eye
Business Category: Dot-com
Media Outlets: Internet
Country: United States
Region: North America
Agency: Gay.com in-house
Year: 2005
Target: Gays

This Swedish financial ad opens with an outdoor party scene, as couples are dancing to a live band on stage.

As a practical joke, a drunk man runs into the crowd and slaps another on the back while he is in the middle of talking to a woman, forcing him to spit beer all over her. Instead of being angry he is laughing, suggesting they are old friends.



Without a word to the woman, both men run into the woods screaming, then wrestling playfully. In a hold, they fall to the ground in their embrace and are obscured from vision except for their feet. One foot then seems to caress the other, as it appears their playfulness has turned romantic.

The commercial closes with the caption, "moving in together?" Then it offers page 13 of the Bank Book, which offers financial advice.

Commercal Closet Association

Company: Foreningsparbanken
Brand: Foreningsparbanken
Ad Title: Saturday Night Dance
Business Category: Financial Services
Media Outlets: Television
Country: Sweden
Region: Europe
Agency: Lowe Worldwide
Year: 1999
Target: Mainstream
Ad Spotter: Catherine Benmaor

A man in a hard hat walks down a set of stairs. Suddenly, he turns around and runs back up to the bathroom to put the toilet seat down, as the song "Dream" plays. He then grabs a tube of toothpaste and squeezes what's remaining towards the end of the tube. Clearly, he's suddenly trying to be thoughtful of the other person.

The next shot is of his partner, who stands in the living room daydreaming while eating ice cream and wearing a red silk bathrobe. He is brought back to reality when his actual partner shouts at the television as he's watching a sporting event, oblivious to his partner.



The tagline translates to: "Dreaming is allowed."

Commercial Closet Association

Company: Diplom Is
Brand: Dream
Ad Title: Hard Hat
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: Norway
Region: Europe
Agency: DDB Needham Worldwide
Year: 2003
Target: Mainstream

This commercial has now been banned on UK television after only a week, to many complaints.

The tag line is "Mayo With a New York Deli Flavor"... I believe that the commerical wants to show that everyone can be a good housekeeper and making sandwich like a NY Deli, if they use this mayo.



Commercial Closet Association

Company: H.J. Heinz
Brand: Heinz
Ad Title: Deli Mayo - "Mum" in the Kitchen
Business Category: Packaged Foods
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: BBDO Worldwide
Year: 2008
Target: Mainstream

An older man wakes in the morning, does his push-ups, brushes his teeth and gets dressed.

He puts on a military uniform and looks at the photographs of his days as a young man in football and service uniforms, sitting on his dresser.



The screen then shows a single word, "freedom," which momentarily seems to be a patriotic ad, but it is then followed by a shot of the man's bed -- with another man of his age in it. The last screen shows the remainder of the sentence, "to differ."

This commercial shows an effective, non-threatening portrait of a male couple that is not stereotyped and older, in favor of its support of gays in the military.

ACLU-WA Executive Director Kathleen Taylor explains that "the ads are aimed at people in their 20s and 30s who share the beliefs and values of the ACLU but are not members – partly because they do not know much about what we stand for. The campaign intends to show how the ACLU relates to their lives and issues they care about," she said. "The language is intentionally hipper than usual for the ACLU," she added.

Despite the national scope of the subject and the ACLU organization, this commercial aired only in Washington State.

Commercial Closet Association

Company: American Civil Liberties Union
Brand: ACLU
Ad Title: The Colonel
Business Category: Regional/Local Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Cole & Weber
Year: 2001, 2002
Target: Mainstream

A hunky, young guy gets ready for work, making a mess all along the way. After his bath, magazines and other articles float in the water. Selecting his clothes, he sniffs then rejects the shirt by tossing it onto the floor.

Meanwhile, a rubber-gloved hand picks up after him. As he runs out the front door, coffee cup in hand, he passes his boyfriend, whom we see for the first time, and the Tammy Wynette tune "Stand by Your Man" swells. He puts the mug atop his car and gets in as his boyfriend wearily waves goodbye, the mug clunks to the ground, and the ad closes with a glass of Guinness beer.



Artfully shot with the help of maverick California-based British producer Tony Kaye, the UK tabloid press widely reported the planned ad before it aired, to much scandal. Pubs and consumers were shocked that the traditional brand would air a gay ad.

Fearing greater backlash by straight consumers, the TV spot was ultimately dropped by Guinness. Later, the company tried to deny that this spot even existed.

"There was a desire by the agency and Guinness to have a certain ambiguity about it," Kaye told the Canadian Broadcasting Corp. in 1997 about the ad he created. "So that when you watch the spot, you said, 'Well are these guys gay or not?' These guys are gay -- the storytelling, to me, needed him to give the other guy a little peck on the cheek."

When asked why the company would deny the existence of the ad he shot, Kaye offered, "Most of them have the vision of a dead rat. I think it was charming and it was very funny and would sell a hell of a lot of beer."

It is deeply unfortunate that the spot never aired, as it regularly gets standing ovations at live Commercial Closet screenings to gay audiences.

Ironically, Guinness also markets Bass Ale in the U.S., a brand which is advertised in the gay press. Anheuser-Busch and Miller Brewing Co. have the distinction of being among the few companies that advertise in gay media and also has a mainstream media commercial with a gay theme.

Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.

Commercial Closet Association

Company: Diageo
Brand: Guinness
Ad Title: Mess
Business Category: Alcoholic Beverages
Media Outlets: Television (unaired)
Country: United Kingdom
Region: Europe
Agency: Ogilvy & Mather Worldwide
Year: 1995
Target: Mainstream
Ad Spotter: Anthony Vagnoni

When I started to post for the saturday appointment with gay commercial, I searched for big name of the market. In a way I was searching for the unexepected, the scene which makes you think, "look, wow, this is so cool!" (not that I think like that, mind you :-) ). Anyway, I changed my mind with this post, that is so obviously gay friendly since it was made by an organization for human rights: I like it since it's so quite and warm... and when I saw it I thought "look, wow, this is so cool!"


Commercial Closet Association

Company: ILGA Europe
Brand: ILGA Europe
Ad Title: Same Sex Adoption
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television
Country: Belgium
Region: Europe
Agency: DDB Needham Worldwide
Year: 2005
Target: Gays & Mainstream