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Company: PepsiCo
    View Company Scorecard / Contact Company
Brand: Sierra Mist
Ad Title: Kilt
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 2004
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Insufficient Masculinity/Femininity

Problematic Language

Theme Breakdown

AdRespect Score: 
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The marching band plays and floats fly overhead. Also in this parade is a group of bagpipers, all wearing kilts. They appear nervous, sweating and wiping their foreheads.

But one of the bagpipers is missing. The man in charge looks around and angrily asks, "Where's Wallace?" No one seems to know as all the men ask one another where he could be. Two men notice a set of bagpipes in his place and shrug their shoulders.

Over the parade music, a high-pitched moan is heard. The men look over, confused. In a pose reminiscent of Marilyn Monroe, Wallace stands over a grate in the sidewalk. He makes shrieking sounds and clearly enjoys the air that flows up his kilt.

"Yeah, it's kind of like that," says a male narrator. "Sierra Mist. Taste one shockingly refreshing lemon lime."

"That's just wrong, Dad," says a young boy looking over at Wallace. His father promptly covers the boy's eyes with one hand.

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Robert , Montreal, Canada
This ad belongs in the perverted category on some other web site and really has nothing to do with being gay. No man, gay or straight, should be exposing himself in public.

Jamie MacSporran , Edinburgh, Lothian, Scotland
As a kilt-wearing Scotsman I see nothing wrong about this ad. Scots often enjoy a cool or hot blast of air up the kilt, and that is natural and can be humourous at the same time. I'd lighten up and enjoy the ad for what it is: a light piece of froth.

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Region: North America
Year: 2005

AdRespect Score:


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AdRespect Score:

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