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Company: Claro
    View Company Scorecard / Contact Company
Brand: Claro
Ad Title: Boss Getting Attention Of Secretary
Business Category: Consumer Electronics
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: BBDO Worldwide
Year: 2003
Target: Mainstream
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Theme(s)

Sissies

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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A secretary is sitting at a desk and her boss attempts to get her attention to no avail. Though she is preoccupied, he wants to show her a new cell phone.

He suddenly transforms into a queeny gay man, communicated by a few swishes of the hips, flailing limbs, and a limp wrist. Now the secretary pays attention. The product appears on the screen.

The ad earns a score of 30 because it relies on the exhausted gay-male-as-half-men stereotype. Also, it implies that such effeminate behavior is worth extra attention.

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