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AdRespect Ad Library Profile

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Company: Volkswagen
    View Company Scorecard / Contact Company
Brand: Volkswagen Golf/Gol
Ad Title: Boca
Business Category: Automotive
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: BBDO Worldwide
Year: 2002
Target: Mainstream
Ad Spotter: Alan Ferreira
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A beautiful woman addresses the camera, "Do you know why I have a Golf?"

She the appears in a bar and is watched by a handsome blond man. After a lot of hesitation, he finally approaches her, and says in a manly, sexy voice, "Sorry, I couldn't help but notice your mouth, I'm hypnotized."

Flattered, she thanks him. He goes on, "I need to know.." Then he completely changes his expression and his voice becomes effeminate when he says, "Where did you buy this lipstick? It is a must!"

"Oh, sweetie! Please tell me where did you buy your lipstick. It is a gorgeous color!"

The woman cringes as her voiceover continues to answer her original question: "Because the Golf doesn't disappoint me. It promises and delivers."

In the final narration: "Golf. There are a lot of reasons for you to have one of them. What is yours?"

The gay and lesbian community planned a demonstration against Volkswagen because of the commercial, but canceled it when the automaker invited a group of gay activists in for a meeting. The ad agency participated on that meeting and both Volkswagen
and the agency apologized for the homophobic campaign. As a gesture of good will, Volkswagen promised to introduce an anti-discrimination, gay-friendly job policy starting next year.

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James Figueiredo , Brasília, Brasil
This add was made here in Brazil. It generated a huge outcry from the gay community. As a result, Volkswagen and the add agency became official sponsors of São Paulo's gay pride, the largest Pride Parade in Latin America. They donated R$300,000.00 (something around U$100,000.00) to the Parade, and the add was banned from airing.

Andy , Spokane, WA
What's funny, is I'm gay and I have a Golf, and I can't count the number of gay couples I know that have Jettas. It is THE stereotypical gay car here in the northwest. They need to recognize their audience.

Barb , Grand Forks, ND
I don't see the fear here. She is a straight woman who assumes a man's approach to her is that of a straight man. She is disappointed. Do you mean to tell me if a gay man is approached in a club by a man he may be attracted to and it turns out the second man is straight, the gay man isn't going to be disappointed?

Chris , Canton, MI
What Andy said. VW is probably my favorite car brand that I could actually afford when the time comes. I wish that they'd run some progay ads here in North America!

Alex , Calgary, Canada
Get a sense of humor. It's a funny commercial.

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