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HOM - The Pick Up

Company: HOM
    View Company Scorecard | Contact Company
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

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...it actually seems a good thing.


Darus Walls , Milwaukee
Very constructive and positive.

Andrea James , Los Angeles, Ca
While his response is fine, I take issue with the tagline “underneath it all I’m still man.” This is the same essentialist argument used by lawmakers to deny us our rights, and is typically the argument used in. Calling a transgendered woman a man is a slur.

Kit , Middletown, CT
This is a horrible, horrible ad that relies on body politics and invalidates trans people's struggles to establish their gender as independent from their genitals. While there's no reaction from the man in the ad when the woman he stalks and ends up in bed with has a penis, implying that her penis makes her a man is horribly anti-trans and invalidates trans , gender and queer identities.



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