WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: IAC/InterActiveCorp
    View Company Scorecard / Contact Company
Brand: Match.com
Ad Title: You'll Know
Business Category: Dot-com
Media Outlets: Television
Country: United States
Region: North America
Agency: BeachHouse Films
Year: 2002
Target: Mainstream
Ad Spotter: Warren Wilson
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Theme(s)

Sissies

Theme Breakdown

AdRespect Score: 
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"Let's face it: dating's tough" says a young woman, as a a series of wacky guy pictures floats by.

In a "Sex and the City" style approach, she enumerates guys she's met by giving them monikers. "I've seen it all. First, there was The Rumpshaker." Of course, he shakes his butt and grabs his crotch. His quote is, "Looking for someone to dance the night away. I put the 'dirty' in dirty dancing."

She continues, "Then, there was The Tongue." An overweight man does hip thrusts and a repulsive lick of his tongue in a sweaty closeup. His quote: "I have a gist that could only be granted by God. A tricky licky tongue to please."

Finally, she says, "And then, well, the Man's Man." His screen shows his quote as: "I'm all about disco, divas and getting down and dirty. Your treasure at the end of the rainbow." This man swivels his hips and slaps his butt in a very feminine fashion.

His presence and her rejection of him makes no sense -- if he's gay as it is insinuated, why would he be seeking a woman in a dating service?

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