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.
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Company: Carlsberg-Tetley Brewing Ltd.
    View Company Scorecard / Contact Company
Brand: Castlemaine XXXX
Ad Title: Cross Dresser
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Saatchi & Saatchi Advertising
Year: 1996
Target: Mainstream
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Theme(s)

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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This campaign has a hero crossing the country in various situations and in this TV spot, he ends up in a bar where he is approached by a tall, aggressive transgendered person. Despite being a tough looking guy, he has a "Help me!" look on his face as the other puts an arm around him.

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.

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Rick , Harlingen, TX
Actually I wasn't offended, the guy was cute and obviously if he's in a bar with a transgender then.. ya know :] But seriously, when the transgender put her arm around him, he looked more shocked at first, but not offended or 'help me'. Also, while the sun is setting, he's curled up under her massive arm, and doesn't seem to mind.

Andrea James , Los Angeles, CA
Seemed more like a non-sequitur than a diss.

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Nice To See You Again
Company: Carlsberg-Tetley Brewing Ltd.
Brand: Carlsberg beer
Country: Belgium
Region: Europe
Year: 2005



Gay Party
Company: Carlsberg-Tetley Brewing Ltd.
Brand: Tuborg Beer
Country: United Kingdom
Region: Europe
Year: 2007


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