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Company: Diageo
    View Company Scorecard / Contact Company
Brand: Smirnoff Triple Black Ice
Ad Title: The Brad
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America, Europe, Africa
Agency: JWT
Year: 2003
Target: Mainstream
Ad Spotter: Franco Cefalo
Company: Diageo
    View Company Scorecard / Contact Company
Brand: Smirnoff Triple Black Ice
Ad Title: The Brad
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America, Europe, Africa
Agency: JWT
Year: 2003
Target: Mainstream
Ad Spotter: Franco Cefalo
Company: Diageo
    View Company Scorecard / Contact Company
Brand: Smirnoff Triple Black Ice
Ad Title: The Brad
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America, Europe, Africa
Agency: JWT
Year: 2003
Target: Mainstream
Ad Spotter: Franco Cefalo
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Theme(s)

Stereotype Twist

Camp/Gay Drag

Gay Tease

GLBT Punchline (laughing with)

GLBT Punch Line

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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Diageo paid millions to run this Super Bowl spot about a woman named Alex meeting a blind date at a bar. She accidentally introduces herself to the wrong fellow, and when the right guy shows up, he is classless with his Corvette license plate bearing his name, "The Brad." Her face falls, so the first guy moves in to save her by intercepting him and introducing himself as Alex -- Brad flees.

Tracey Mason, who leads up Diageo's gay marketing efforts, comments, "The Smirnoff team made sure that my team was heavily involved in the development of the Brad spot to make sure that the message we were sending was the right one. That message, which resonated well with gay consumers in the numerous gay focus groups we staged prior to release and as per the comments on your site, was intended to demonstrate how a smart, quick thinking man would have no issue being perceived as gay -- at all -- but especially by a guy like 'Brad.' We are, in essence, poking fun at Brad's 'jerkiness' and the self-perceived ultra cool/macho/narcissistic persona he embodies. These things, including fleeing the bar when faced with a male blind date, are all the things that a guy like that would do and, conversely, all the things our 'hero' would oppose.

"I am very proud of the ad and, in particular, of the Smirnoff marketing team and our agency, JWT, for their creative sensitivity and inclusion. I and, more importantly, an overwhelming majority of the gay and lesbian consumers with whom we spoke prior to releasing 'the Brad', think the ad is smart and funny. "

Diageo is the conglomerate that markets Tanqueray, Cuervo, Captain Morgan and Baileys to the gay community.

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Robert , San Juan, Puerto Rico
Although the ad presents a homophobic reaction from "The Brad" it does show a man who is sexually secure and does not find being gay an issue.

Max , California
I felt this commercial was all right. However, I would have liked it better if super macho Brad squeezed the faux Alex man and kissed him on the lips and neck while feeling on his booty. Then the man who lied that he is Alex lets out a feminine moan of pleasure. The real Alex would then look at the man who said he was Alex, and macho Brad would be surprised. Then they can end the commercial with a sales pitch about why people should buy their product.

Peter Reid , Nyack, NY
Great spot! Brad and the other guy are foils to each other. Translation: homophobia will not get you the girl.

Richard Phillips , Hollywood, CA
You know, alcoholic beverages sure seem to be "marketed" in rather STRANGE ways! Such melodrama, here. Why couldn't the "mix-up" been solved with a friendly drink amoung the three people...sort of a "Hey, isn't life funny at times...join me in a drink?!" Not enough drama/trauma, I guess. And we all know how advertisers have their pulse on the daily drama/tramatics of the gay and lesbian community.

Agadoor , Merchantville, NJ
I loved that ad. What made the spot great is that the male Alex was willing to be the blind date. It was cute. The Brad's reaction was not homophobic; it was more shock. If I were set up on a date with a woman, I might be inclined to react severly. Anyway, The Brad was not Prince Charming, so one would not expect a reaction that was less than severe from him.

Mark , Lake Charles, LA
This is one of my all time favorite commercials! Even after repeated viewings, I still find the concept funny. On a more serious note, the fact that being straight or gay isn't a factor to our hero or to the damsel in distress in this ad, but is to the jerk is just wonderful! I want more commercials like this; it's funny and cute and subtly re-enforces the idea that only jerks are homophobic.

Eric , Toledo, OH
The ad sucked. Why did they have to associate Brad with a fine automobile like a mid 70's corvette? Two thumbs down.

Bobbie , Vancouver
Absolutely my favorite commercial! All you that are criticizing Brad's being homophobic, get over it! Didn't you read the description to this ad and the statement the makers of it made? This is the perfect commercial. :)

Duy Nguyen , Tucson, AZ
This commercial was rather amusing. Diageo did a good job with The Brad's reaction. I didn't think the reaction was out of homophobia, rather out of the fact that he has no interest in the male Alex. I'm sure I would have the same reaction if I were in The Brad's position.

Jonah Falcon , New York City
Max, it's a beer ad, not a Falcon Video.

Grindar , Outback, Australia
This ad shows beyond doubt that fact is stranger than fiction. In our workplace we have a person just like this, with the flash car, the appearance fixation, the whole self-absorbed attitude thing, and the same reactions from women. The funniest thing of all - THE SAME NAME!!! Well done!

Joyce , Brooklyn, NY
Actually I think this ad is offensive. The only reason the other guy is comfortable having Brad think he is gay is because he knows he will get the girl. He isn't being heroic, he is just casually "gay" for like two seconds because he can get the girl. In other words, it's ok to pretend to be gay because he gets some nice hetero sex out of it. It's demeaning to gays and demeaning to straight women. I actually saw this ad on TV, and thought, "I have to see what the Commercial Closet says about this." I am really disappointed to see the "neutral" rating.

Jake , Eden Prairie, MN
I loved it...forget all the PC crap about homophobic tendencies. The Brad is real, the girl is real, and the fake Alex is real. It was a neat commercial demonstrating interaction between men, women and the up and downside of blind dates. Love it!

Mike , Beulah, MI
I'm a straight guy and I love this commercial! the guy swoops in, saves the day and gets the girl. As they say in 'Seinfeld'..."not that there's anything wrong with that!"

Kris , St. Johns, Mich.
Some gay people may find this commercial offensive. I just find it HILARIOUS! I mean, come on. How many guys are just gonna sit down next to another guy and say what he said? And NOT expect to get your butt kicked? I guess I've just been one who's able to laugh and joke about my own homosexuality. And I don't really think this commercial is anti-gay. Just showing what would happen to a guy if he did that in a straight bar...

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