A series of scenes unfolds, with everyone slow dancing to the song "A Whiter Shade of Pale" (instrumental of Procol Harum version), though most of them are men: a male buyer with another guy car salesman in the dealership, a man and woman in the grocery store, a police officer and the man he pulled over on the side of a snowy road, two construction workers (one even cups the back of the other's head, still wearing a hard hat)...and a street where everyone is dancing together.

"With our new package, Fido-to-Fido calls are unlimited right across Canada." With irony, he adds, "Regrettably only from Fido."

While it's not clear why police officers would be calling speeders (or car salesmen reaching potential buyers) by cell phone. this spot emphasizes that men may show affection toward each other in a nonthreatening way -- regardless of implied or actual sexual orientation.
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Company: Microcell Solutions
    View Company Scorecard / Contact Company
Brand: Fido
Ad Title: Grand Slow (Dance)
Business Category: Telecommunications
Media Outlets: Television
Country: Canada
Region: North America
Agency: Bos
Year: 2004
Target: Mainstream
Ad Spotter: Guy Bertrand
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Theme(s)

Age Diversity

Racial Diversity

Same-Sex Affection

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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The camera closes in on a man at his desk (with a large picture of a dog behind him) as he says, "Unlimited Fido-to-Fido calls have become such a success they're bringing thousands of people closer together. Every day."

A series of scenes unfolds, with everyone slow dancing to the song "A Whiter Shade of Pale" (instrumental of Procol Harum version), though most of them are men: a male buyer with another guy car salesman in the dealership, a man and woman in the grocery store, a police officer and the man he pulled over on the side of a snowy road, two construction workers (one even cups the back of the other's head, still wearing a hard hat)...and a street where everyone is dancing together.

"With our new package, Fido-to-Fido calls are unlimited right across Canada." With irony, he adds, "Regrettably only from Fido."

While it's not clear why police officers would be calling speeders (or car salesmen reaching potential buyers) by cell phone. this spot emphasizes that men may show affection toward each other in a nonthreatening way -- regardless of implied or actual sexual orientation.

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Guy Bertrand , Montreal
The public's reaction to this ad was apparently excellent. Diversity is very much valued here, which is probably why same-sex dancing was just one of the themes of this ad, along with interracial and multi-partner dancing. Personally, I was particularly moved by the kindness and the overall tolerance that was depicted.

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Gay Couple
Company: Rogers Wireless
Brand: Fido
Country: Canada
Region: North America
Year: 2007

AdRespect Score:

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