Though not gay, the male kiss in this ad is handled properly: without fanfare or an uncomfortable response -- to the contrary, it is greeted pleasantly.
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Company: The Excite Network
    View Company Scorecard / Contact Company
Brand: Excite
Ad Title: Military Service
Business Category: Dot-com
Media Outlets: Television
Country: Italy
Region: Europe
Agency: unknown
Year: 2000
Target: Mainstream
Ad Spotter: Eric Graham
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Theme(s)

Age Diversity

Same-Sex Affection

Gay Vague

Theme Breakdown

AdRespect Score: 
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Military men in a barracks are all cuddled up in their cots, with smiles on their faces like happy children.

A commander walks in, switches on the radio to classical music as a crew of white-gloved busboys wheel in trays of fresh fruit, baked goods and coffee for the men.

As the men are gently wakened (no bugle horns here), one even gets a paternal kiss on the forehead before being handed his coffee -- he smiles warmly.

Others are handed their coats by valets, as another shines someone's shoes.

The announcer says the tagline: "The world as you like it." The final shot includes the pulling off of covers to discover a man in bed with a gal -- then mindfully recovered.

Though not gay, the male kiss in this ad is handled properly: without fanfare or an uncomfortable response -- to the contrary, it is greeted pleasantly.

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