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Company: Unilever
    View Company Scorecard / Contact Company
Brand: Knorr
Ad Title: Ranch In Argentina
Business Category: Packaged Foods
Media Outlets: Television
Country: Netherlands
Region: Europe
Agency: unknown
Year: 2005
Target: Mainstream
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Theme(s)

Same-Sex Couples/Families

Camp/Gay Drag

GLBT Inclusion

Sissies

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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Two gay Dutch men arrive at a ranch in Argentina to a cold reception, as they infiltrate the town with their homosexual influence, from their clothing to their freshly-painted pink hut.

On arriving at the ranch, they extend their loose wrists, inviting a handshake that is ultimately never realized.

One of the men shows up at a local's door in an form-fitting white getup and cowboy hat, baring his chest. Another is wearing very short shorts. They're shown painting their new living space pink. The natives are up in arms.

Next, they are shown in the kitchen cooking a meal, singing and dancing.

It is not until they display their cooking prowess that they win the affection of the community.

The tagline translates to: "Make something of it."

The ad earns a "Stereotypes" rating because it plays off of some of the most exhausted gay male stereotypes. Gay men are portrayed as foolish half-men who thrive on playing dress-up and painting the town pink while they take a break from performing their usual song and dance routines.

Also, the most redeeming aspect of the ad is the happy ending spawned by the men's adeptness in the kitchen, which is also a stereotype, however less offensive it may be.

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