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Company: Pilsner Urquell
    View Company Scorecard / Contact Company
Brand: Pilsner Urquell
Ad Title: Deflate
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Czech Republic
Region: Europe
Agency: Leo Burnett Co.
Year: 1997
Target: Mainstream


GLBT Punch Line


Theme Breakdown

AdRespect Score: 
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A hapless young guy, escaping a downpour, ducks into a disco. The place is lively and pleasure crosses his face as he makes eye contact with a woman.

The picture stops, a big red arrow points at her flat, hairy chest, then begins again as she chuckles stupidly. The guy gets a startled, grossed-out look on his face and text reads "Beware of imitations."

At the end, the announcer says, "Pilsner Urquell, the only original."

The company ran a mainstream market ad in Profile Pursuit's national Pride guide book.

Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.


Erick , West Hollywood, CA
I must admit even if I knew the the woman was transgender, I would still expect her to not have hair on her chest. Maybe that's what he's grimacing about more than anything. Plus, there's nothing wrong with a man attracted to women being thrown off by a someone who is not what he expects. I would feel the same way if what I thought was man was actually a woman. Still, I agree that most of America may not put that much thought into this and use it as a means of discriminating against gays, lesbians, bis and transgenders.

Andrea James , Los Angeles, CA
The idea that we are fakes and imitations is taken to an especially offensive and unoriginal conclusion.



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