WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: VRT, Vlaamse Radio-en Televisieomroep, Flemish radio & television
    View Company Scorecard / Contact Company
Brand: Radio Donna
Ad Title: Coming Out
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: Belgium
Region: Europe
Agency: LG&F
Year: 2004
Target: Mainstream
Ad Spotter: Corine Van Hellemont
Company: VRT, Vlaamse Radio-en Televisieomroep, Flemish radio & television
    View Company Scorecard / Contact Company
Brand: Radio Donna
Ad Title: Coming Out
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: Belgium
Region: Europe
Agency: LG&F
Year: 2004
Target: Mainstream
Ad Spotter: Corine Van Hellemont
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Theme(s)

Family Acceptance

Leatherman

Theme Breakdown

AdRespect Score: 
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A young man sits at the dinner table alone, with his mother and father in the living room behind him, reading. There is no sound but the clock ticking, though the man is clearly deliberating something, hands tightly clasped.

He walks over to his parents, with something to say, and they look up at him with a waiting smile. He unzips his track jacket, and belts out into Broadway-style song and dance: "Dear mommy and daddy, you might not be ready, but I'm overcome with joy. It may be hard to swallow, but I'm in love with a boy!" Now in a tight gray tank top, he sways provocatively, sounding a lot like a song from the Rocky Horror Picture Show.

Two "back up" lip-synch singer/dancers, a man in a leather outfit, and another guy, perform the part of two women singing, "It's okay, he's only gay!"

The parents' heads bop to the music of their son's coming out song as their son continues, leaning to waist level with the leather man (who grinds his hips, sexually licks his fingers and spanks himself), "This man in leather brings me in the mood, Tight pants, wow they fit so good! I guess better respect my choice -- I"m in love with a boy!" (Which boy is never made clear.)

The advertiser's name and slogan appear, "Make my day. Donna." The parents smile happily at the end.

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Pieter , Utrecht, The Netherlands
Though the singers are all stereotypical and teh son's performance is very over the top, it's really funny to see that the mother likes the song and bops her head. I was laughing out loud when I first saw this ad.

Sergio , Montreal, Canada
This is a really funny ad and the reaction of the parents is delightful. Though there is one thing that aggravates me: why do the lyrics imply that homosexuality is a choice?

Bart , Hasselt, Limburg, Belgium
I think this ad has a more negative view than a positive one on gays. The typical stereotypes are there, not to mention the whole intent of the commercial: that bad news is accepted when it's accompanied by music.

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Jens & Cha-Cha
Company: VRT, Vlaamse Radio-en Televisieomroep, Flemish radio & television
Brand: Radio Donna
Country: Belgium
Region: Europe
Year: 2004

AdRespect Score:

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