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Company: Sabre Holdings Corp.
    View Company Scorecard / Contact Company
Brand: Travelocity.com
Ad Title: Stewards
Business Category: Travel/Tourism Bureaus
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: St. Luke's
Year: 2003
Target: Mainstream
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Theme(s)

GLBT Punchline (laughing with)

Sissies

Theme Breakdown

AdRespect Score: 
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A series of flight attendants addresses the camera with numerous sexual innuendos:

"Hi, I'm Carl, and I just want to take care of you," one lilts in a soft, American voice. "I'm Jorg, and I service hard," says another in a deep voice.A French one says, "I can get you off first thing in the morning."

With confidence, the next states, "Heathrow/Gatwick, I go both ways." Another, with limp wrist and effeminate voice, "I'm direct, I'm not into stopovers, but I will do the red eye."

Then, getting competitive, the French one adds, "Pick me if you have a tight budget." The American chimes in, "I have a full range of films if you like to watch." An Asian man says, "I'm VERY exclusive."

Then, it gets more intense. The American says lustily, "I'm VERY accommodating." The Swede says, "I can go to 12 hours without feeling tired." Another adds, "So just recline, let me service you."

The rapid-fire comments stop and text says, "700 airlines competing for you."

The print version, complete with pink background included, also plays into the stereotype of gay flight attendants. Each one poses as his own supermodel full of attitude, holding signs.

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Max , Antioch, CA
I think this ad is sort of sexy.

Russell , Hanover, NH
At least the innuendos will now be legal if performed.

Andrew Ogus , San Francisco
Isn't the use of humourous stereotyping a good sign?

Michael Warner , Indianapolis
Our community doesn't need to support sterotyping. We do it to ourselves, if we allow it.

FDK , Kansas City, MO
This ad would work just as well if it used female flight attendants. But for some reason they chose not to use a heterosexual theme. Could it be because while that would be lewd and inappropriate, it's considered perfectly acceptable to use gays, as it's then funny instead of sexual? And is anyone else offended by the idea that our sex lives are somehow a joke?

Thom , Indiana, PA
I thought the commercial was very funny. Even though they did use gay stereotypes....but come on, I think that everyone (gay or straight) has a certain image of a steward!

Mark , Brooklyn, NY
Wow, a glance at the back of any gay rag or sex chat-room or phone line should reveal that our sex lives are, in fact, almost a total joke. How can anyone, especially us homos, take gay sex too seriously? It's hilarious. I laugh while i'm doing it.

Keith , Santa Barbara, CA
When I first saw this ad I just found it hilarious!

Eric , Seattle, WA
This ad is funny.

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