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Company: Unilever
    View Company Scorecard / Contact Company
Brand: All (laundry detergent)
Ad Title: Decorator
Business Category: Household Products
Media Outlets: Television
Country: United States
Region: North America
Agency: Lowe Worldwide
Year: 2003
Target: Mainstream
Ad Spotter: Tim Goad
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Theme(s)

GLBT Inclusion

Sissies

Theme Breakdown

AdRespect Score: 
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The opening shot begins with a huge arrangement of flowers, and a man behind them.

A butler walks into the room and exclaims in a British accent, "Mmm! What is that wonderful fresh scent?" The floral arranger, who is flamboyantly dressed with a purple sweater tied over his shoulder across a bright yellow shirt and an orange ascot, smiles broadly.

But then the butler adds, "It must be the laundry!" The florist's grin then turns into an angry baring of the teeth and a raised eyebrow -- clearly they have a history of sniping at each other.

The butler continues, "Once again, I've outdone myself, with All fabric softener, my employer's clothes come out smelling fresh and feeling soft -- at a price that's not... over the top."

He says the last line with a look backward at the florist, who turns away with an arch look.

Part of a $30 million marketing effort for the brand, the ad features a real-life butler and ran in prime time and daytime on network and cable, including MTV, Lifetime and Oxygen.

(The ad's director found prototypical British-born and Los Angeles-employed butler, Alan Selka, at the home of a movie producer. Mr. Selka, who resumed his day job after shooting the spot.)

While the ad suggests a classic rivalry for attention and perfection, the humor is almost entirely based on the flamboyance of the gay florist, and at his expense. It never reaches beyond stereotype. Almost certainly the other man is not a real florist -- and why not a female florist, or an Old World guy from Europe?

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Jonny , Provo, UT
I used to buy All detergents. Once this ad campaign began earlier this year, I immediately stopped using All. This ad campaign is so offensive not only to gays, but to minorities (there's also an ad where the stuffy butler puts a Hispanic maid in her place).

Flora , New Jersey
I've seen this ad on TV, and never thought either man was gay. I thought the florist was the lady of the house's boyfriend, dropping by with flowers for her.

Joe Wickliff , Chicago
This advertisement's portrayal of the pinkie-raised florist feeds into the mincing, lisping, over groomed and flourescent image of gay men that most of America still holds to be accurate. In just thirty seconds, it managed to represent every stereotype except the sex-addled, child-molesting whore. I guess they could not figure out (how) that related to selling detergent.

Andrew Dorph , Washington, D.C.
Even without the obvious obnoxious stereotypes, it is a stupid commercial.

Russell , Hanover, PA
Stop. Don't these characters portray the yin and yang in the queer souls of more than a few of us?

Dale , Toronto
This ad -- as with most ads branded negatively on this site -- isn't homophobic at all. Are we really so insecure that we have to condemn everything that doesn't portray us in a favorable manner? Lighten up!

Erick , West Hollywood, CA
I didn't like the commercial. True, there are gay men like this one, but the grievance for me is there is not a more diverse representation of the gay community at large. I'm guessing the percentage is high with ads which feature characters like this one (usually for comic relief at the expense of the person featured).

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Country: Argentina
Region: Latin/South America
Year: 2008

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Country: New Zealand
Region: North America, Europe, Asia, Latin/South America, Australia/New Zealand
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Gangster of Love 2
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Region: North America
Year: 2005



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Brand: Cornetto
Country: United Kingdom
Region: Europe
Year: 2004

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Brand: Cream Silk
Country: Philippines
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Brand: Dove
Country: United Kingdom
Region: Europe
Year: 2007

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Year: 2005



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Brand: Dove
Country: United States
Region: North America
Year: 2005

AdRespect Score:

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