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Saturn - Engineer Michele Smith

Company: General Motors Corp.
    View Company Scorecard | Contact Company
Brand: Saturn
Ad Title: Engineer Michele Smith
Business Category: Automotive
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 1995
Target: Gays
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Though nothing in this ad deals with sexuality, Saturn engineer Michele Smith appears wearing a tuxedo, a mullet hairdo and a smile.

The ad ran only one time in OUT magazine after a mid-level executive's decision was reversed by those above. While the company tried to pull the ad, the publisher refused, saying it would cost the advertiser an enormous sum to stop the press run of the magazine.

Satun didn't reappear in gay media until 1999.

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Amy , Berkeley, CA
Great! The ad isn't about being gay. It doesn't have anything to do with sex or sexuality, and would still be a great ad with a straight character in Smith's place. It's a perfect portrayal of true equality, where sexual orientation is incidental, and a lesbian engineer is seen first and foremost as an engineer rather than a lesbian.

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