WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

AdRespect Ad Library Profile

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Company: Polaroid Corp.
    View Company Scorecard / Contact Company
Brand: Polaroid
Ad Title: Morse
Business Category: Cameras/Film
Media Outlets: Television
Country: United Kingdom
Region: North America, Europe
Agency: Bartle Bogle Hegarty
Year: 1997
Target: Mainstream
Company: Polaroid Corp.
    View Company Scorecard / Contact Company
Brand: Polaroid
Ad Title: Morse
Business Category: Cameras/Film
Media Outlets: Television
Country: United Kingdom
Region: North America, Europe
Agency: Bartle Bogle Hegarty
Year: 1997
Target: Mainstream
Company: Polaroid Corp.
    View Company Scorecard / Contact Company
Brand: Polaroid
Ad Title: Morse
Business Category: Cameras/Film
Media Outlets: Television
Country: United Kingdom
Region: North America, Europe
Agency: Bartle Bogle Hegarty
Year: 1997
Target: Mainstream
Company: Polaroid Corp.
    View Company Scorecard / Contact Company
Brand: Polaroid
Ad Title: Morse
Business Category: Cameras/Film
Media Outlets: Television
Country: United Kingdom
Region: North America, Europe
Agency: Bartle Bogle Hegarty
Year: 1997
Target: Mainstream
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Theme(s)

Homophobia/Transphobia

Violence

Theme Breakdown

AdRespect Score: 
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A young, Matthew Broderick-type makes eyes at a sexy gal across a bar and begins to flash her with Morse-coded light signals, courtesy of the PolaPulse "pocket-light thing" from Polaroid. The message the guy sends, with the help of a Morse code book, is "I find you deeply attractive."

Behind the woman is a crusty, old sailor who intercepts the message, thinks it's meant for him and angrily jumps up to hit the hapless guy.

This ad is one of advertising's most obvious and recent cases of homophobia, where a man can't stand the idea of another calling him attractive--even mistakenly.

Polaroid has referenced homosexuality four times in its commercials, once implying a lesbian kiss and another time showing friends playing the kissing game "Spin the Bottle."

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Moni , Dallas, TX
I think it's funny and though I can see how some may be offended, the point here is people take things way too seriously. Yes, maybe this commercial shows homophobia, but in reality there are a lot of things that heterosexuals do that aren’t favored by homosexuals and vice versa. We’ve all seen ads where the heterosexual is the butt of the joke but you don’t see people up in arms over it. You see comedy coming from both ends in advertisements these days and I don’t think it’s fair to pick one ad out of the mass to claim that media bashes all homosexuals.
Don , St. Catharines, Ontario
I guess a poor product will only provide us with a poor commercial. What can we really expect when the product is a handheld flashy light thingy? The ad execs were probably reaching into the bottom of the barrel for this one.

Darus Walls , Milwaukee
What Don from Ontario said, I agree whole heartedly!

Dean Morris , NYC
This is clearly a cartoony production to make up for any potential pain. The cast is all cartoon types (that's probably a captain or officer, NOT a sailor). There's no violence, only a hint, but the kid's too quick to get hurt. The beard is styled to be rather delicious and hints at rough trade. How about offering a "mixed feelings" button for voting?

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Go
Company: Petters Group
Brand: Polaroid
Country: United States
Region: North America
Year: 2005

AdRespect Score:


New Year's Kiss
Company: Polaroid Corp.
Brand: Polaroid
Country: United Kingdom
Region: Europe
Year: 2000

AdRespect Score:


Scissors
Company: Polaroid Corp.
Brand: Polaroid
Country: United Kingdom
Region: Europe
Year: 1999

AdRespect Score:


Spin
Company: Polaroid Corp.
Brand: Polaroid
Country: United States
Region: North America
Year: 2000

AdRespect Score:


The Hostage
Company: Polaroid Corp.
Brand: Polaroid
Country: United States
Region: North America
Year: 1998

AdRespect Score:

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