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This ad recalls a similar reference of over 45 years ago, with the language "mixed or straight," ironically from another vodka brand, Smirnoff.
Mike Guerrero , Seattle, WA
I think the way it's phrased and in light of the use of the term "gay" to be negative with young people about 5 years ago (many of which are now legal drinking age) the term "gay" here means tainted, less cool than drinking it straight.
I interpret the subtext as: "Sure you can drink it with mixers, but that's GAY - if you're cool, drink it straight." MK , New York, NY
You'd think that in an ad that is accepting of homosexuals, they'd leave out an arrow that points from the bottle to the words "Drink straight."