WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY



Playstation 2 - Golfers

Company: Sony Corp.
    View Company Scorecard | Contact Company
Brand: Playstation 2
Ad Title: Golfers
Business Category: Consumer Electronics
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: TBWA Worldwide
Year: 2005
Target: Mainstream
Company: Sony Corp.
    View Company Scorecard | Contact Company
Brand: Playstation 2
Ad Title: Golfers
Business Category: Consumer Electronics
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: TBWA Worldwide
Year: 2005
Target: Mainstream
Company: Sony Corp.
    View Company Scorecard | Contact Company
Brand: Playstation 2
Ad Title: Golfers
Business Category: Consumer Electronics
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: TBWA Worldwide
Year: 2005
Target: Mainstream
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In a spoof on the 1970's nature show "Wild Kingdom," a group of golfers (who represent zebras) are crossing a great savannah and attempt to cross the river, as viewed from above in a helicopter. The hundreds of golfers move like a stream, some toting golf clubs, others riding in a golf cart.

"To survive, they must overcome the threat of great enemies," the narrator with an African accent says. "like the porn stars." On the edge of the water sites a number of sultry women wearing tight, revealing outfits, and a nurse uniform, there's also two men, including one long-haired fellow who looks like Fabio. The porn stars lie in wait for their prey, then crawl along on all fours into the water.

As the golfers enter the water, golfing gear in tow, the porn stars wade in attacking the golfers and having simulated sex with them. The narrator is announcing this in a whisper, as if a golf game is going on or watching wild animals. "A lone golfer is no match for three powerful females. Meanwhile a large male takes a golfer from behind." (This is the Fabio-type, who swings his wet hair around sensuously.) The male has no hope against Fabio, and goes under.

The narrator continues, "For others, survival on the Playstation is a moment to be savored." The tagline is "Fun, Anyone?" but the last shot is of the golf gear for those who didn't make it.

This spot is so offbeat it is hard to analyze, but the final conclusion is that straight men never like being "taken from behind" and the male porn star is shown to be predatory. He is dragged under water, unlike the man who is "no match for three powerful females" -- a straight male's fantasy.

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