WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY



Sauza Tequila - She's a He

Company: Allied Domecq
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Brand: Sauza Tequila
Ad Title: She's a He
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: Croatia
Region: North America
Agency: unknown
Year: 1997
Target: Mainstream
Ad Spotter: Steven Baljkas
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In this hugely unoriginal joke in the otherwise humorous "Life is Harsh" campaign, "She's a he" is plastered across the breasts of a strikingly attractive woman, Caroline Cossey (aka Tula), a post-operative transgender male-to-female who has gone on to Playboy and appeared in the James Bond movie "For Your Eyes Only."

Another in the campaign refers to bisexuality/lesbianism, which is less judgmental.

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Cate , New Zealand
Typical transphobia, playing off a sensitive issue for a cheap and unoriginal joke.
David Chandler , Los Angeles
This ad is great.

Keren Pilinger , Saratoga Springs, NY
This ad is horrible! She is not a he. The ad renders her transgendered womanhood illegitimate. Now THAT'S harsh.

Phoebe Tunstall , London
Hey, it's great. Just like every day life; I walk down the street and someone notices and says, "Hey, it's a bloke, lets kill it." This ad is pathetic.

Lindsey , Sacramento
This advertisement is in completely poor taste. Exploitation and misinformation make for a extremely awful attempt to gain consumers. This ad promotes ignorance and alienation of transgender people.
Very effective campaign to drive transgender people and their allies away.

Jacob , Dallas, TX
How can this ad get a 40% positive rating (out of the first 179 votes)? I don't see how making fun of a woman like that, transgendered or not, would sell beer. They're not getting my money. This ad angers me.

Andrea James , Los Angeles, CA
I consider this one of the most offensive ads among the constellation of degrading portrayals of transsexualk women.

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