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AdRespect Ad Library Profile

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Company: Unilever
    View Company Scorecard / Contact Company
Brand: Rexona
Ad Title: Dancing
Business Category: Personal Products
Media Outlets: Television
Country: Colombia
Region: Latin/South America
Agency: Lowe Worldwide
Year: 2005
Target: Mainstream
Ad Spotter: Marko Rodriguez
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Theme(s)

Camp/Gay Drag

Theme Breakdown

AdRespect Score: 
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An older man sits alone at home, wearing a sweater and ascot, when the doorbell rings.

There, a chubby, hairy "bear" is at the door, puts down a boombox and starts dancing absurdly -- wearing only a towel. The older man watches without expression, as others in his building look on.

The next shot is of "5 minutes before," when the dancing man was taking a shower at home. He is speaking to his girlfriend in Spanish about the soap he's using.

This ad earns an Equal rating because it portrays this man as a likable character, and there is no negative reaction from others at his odd (if not gay-like behavior).

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Alexander , Caracas, Venezuela
This clip shouldn't be here. In the complete version of the commercial, the wife tries to convince her husband about a characteristic of his soap. He doesn't trust her and makes a bet. She wins it and he is forced to disco dance in front of his neighbours.

Funny but not at all gay.

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Decorator
Company: Unilever
Brand: All (laundry detergent)
Country: United States
Region: North America
Year: 2003

AdRespect Score:


Smell Like a Woman
Company: Unilever
Brand: AXE
Country: Argentina
Region: Latin/South America
Year: 2008

AdRespect Score:


The Lift
Company: Unilever
Brand: AXE
Country: New Zealand
Region: North America, Europe, Asia, Latin/South America, Australia/New Zealand
Year: 1998, 1999, 2000, 2001, 2002, 2003

AdRespect Score:


Gangster of Love
Company: Unilever
Brand: Click/Axe
Country: Argentina
Region: Latin/South America
Year: 2005

AdRespect Score:


Gangster of Love 2
Company: Unilever
Brand: Click/Axe
Country: United States
Region: North America
Year: 2005

AdRespect Score:


Gangster of Love 2
Company: Unilever
Brand: Click/Axe
Country: United States
Region: North America
Year: 2005



Surprise
Company: Unilever
Brand: Cornetto
Country: United Kingdom
Region: Europe
Year: 2004

AdRespect Score:


Make Over Millionaire
Company: Unilever
Brand: Cream Silk
Country: Philippines
Region: Asia
Year: 2003

AdRespect Score:


Summer Glow
Company: Unilever
Brand: Dove
Country: United Kingdom
Region: Europe
Year: 2007

AdRespect Score:


Tested on Real Curves
Company: Unilever
Brand: Dove
Country:
Region: North America, Europe
Year: 2005


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