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Company: WD-40 Company
    View Company Scorecard / Contact Company
Brand: Lava soap
Ad Title: Morning After - Scrub Hard
Business Category: Personal Products
Media Outlets: Television (unaired)
Country: United States
Region: North America
Agency: Cramer-Krasselt
Year: 2004
Target: Mainstream
Ad Spotter: åsk wäppling
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Theme(s)

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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This never-aired, speculative ad begins with a man waking up in bed after a wild night out. The song "Green-Eyed Lady" plays in the background.

The man wakes up confused, trying to sort out the happenings from the night before.

He rubs the sleep out of his eyes and begins to scan the room for clues. His eyes land on a woman's dress and white platform boots. He looks up and smiles a satisfied grin.

The music then changes dramatically when the man discovers a blonde wig on the floor. The man investigates the wig nervously. He looks behind him on the bed and discovers another man, rather then a woman, passed out beside him.

The man stares at the ground in shock, while holding the wig, realizes what had happened the night before.

Lava soap then appears on the screen with the slogan: "Scrub Hard."

While a straight man might not want to find himself in bed with another man, the agency has picked the more "homophobic" result over another choice (such as a woman who is unattractive, older or with some offputting trait). Further, the tagline, which might be incidental, seems to imply "Scrub hard -- to get the 'gay' off of you."

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