WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Samsonite Corp.
    View Company Scorecard / Contact Company
Brand: Samsonite Hardside
Ad Title: Belly of the Beast
Business Category: Luggage
Media Outlets: Television
Country: United States
Region: North America
Agency: Leo Burnett Co.
Year: 1994
Target: Mainstream
Company: Samsonite Corp.
    View Company Scorecard / Contact Company
Brand: Samsonite Hardside
Ad Title: Belly of the Beast
Business Category: Luggage
Media Outlets: Television
Country: United States
Region: North America
Agency: Leo Burnett Co.
Year: 1994
Target: Mainstream
Company: Samsonite Corp.
    View Company Scorecard / Contact Company
Brand: Samsonite Hardside
Ad Title: Belly of the Beast
Business Category: Luggage
Media Outlets: Television
Country: United States
Region: North America
Agency: Leo Burnett Co.
Year: 1994
Target: Mainstream
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Theme(s)

Camp/Gay Drag

LGBTQ+ Inclusion

Sissies

Theme Breakdown

AdRespect Score: 
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A crazy man, on the wing of an flying jetliner, comes over to the window of a sleeping man and yells, "Hey flyboy, comfy in there?"

Suddenly in the seat next to him, "Unless you checked a Hardside suitcase, we have a major crisis downstairs."

Zooming down to "lower levels" on an absurd device, the man pauses at a "level" where slaves are pulling oars as if on a ship and he says, "And you thought coach was bad."

The next level down is the luggage compartment and he says, "It's a war zone down here, that's why I check the Samsonite Hardside. Hey, isn't that your bag?" Several suitcase fall onto and squash the man's bag, squirting toothpaste onto his forehead.

A male stewardess bends over from the upper level and says down to them in a lisp, "Sir, could you please return to your seat?"

The tagline is: "Life is hard. Don't go soft."

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Andrea James , Los Angeles, CA
Disclosure: I shot with this director. The flight attendant in bad drag is one of the two actors that play all the roles. Funny.

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Ron Doud's Bag Is...
Company: Samsonite Corp.
Brand: Samsonite
Country: United States
Region: North America
Year: 1970


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