WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: British Columbia Chiropractic Association
    View Company Scorecard / Contact Company
Brand: BC Chiropractic Association
Ad Title: The Back Specialists
Business Category: Health Organizations
Media Outlets: Television
Country: Canada
Region: North America
Agency: unknown
Year: 2004
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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"Back up Julian. Shoo, shoo. Keep going," a man says to his partner as the couple attempt to hang a piece of art. He neurotically directs with wags and points of his fingers.

"Ok! Now left, left. Yes, yes. More please! Careful! Jules, it's worth a lot of money!" he says condescendingly to Julian, who bumps into a table in the corner. Julian gets more and more annoyed as the man tediously directs him.

"Here, just set it on this table," Julian's partner directs as he walks over to the table. As he bends over to move a pot of flowers, he then moans in anguish, "Oh my back!"

The camera focuses in on Julian, still holding the painting, roles his eyes and shakes his head with a little smirk on his face. The suggestive music, playing in the background, grows louder.

An announcer cuts in: "If you hurt your back, visit a chiropractor for the most effective relief. They are the back specialists."

Julian is standing -- head resting on his hand -- with a satisfied smile on his face as he gazes at his placement of the painting.

"I'm back!" declares his partner as he enters the room and slams the door, doing a little dance.

Suddenly, the painting slides down the wall and hits the floor. Julian's smile is replaced with a face of disgust as he looks away as his partner wags his finger at Julian, as in, "don't even try it."

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Guy Bertrand , Montréal
Just one word: stereotypical.

Byron Roberts , Stockton, CA
Too shameful.

Terry , Kansas City
I'm ashamed that we can't move past the stereotypes of gay men as clowns of our society. Once again, we are portrayed as materialistic, effeminate, bossy queens. Yuck!

Sean , Whitsett, NC
Who among us doesn't know someone like this? The ad may not be the brightest thing to come down the pike, but it's effective, fun, and doesn't require acres of sex to get its message across.

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