The ad earns an "Equal" rating because it shows affection among homosexuals in an everyday situation, but one of the men is highly stereotyped as the "woman" of the relationship, knitting with pink yarn. Heterosexual gender roles are not necessarily a template for gay relationships. Otherwise, the ad would earn a positive rating.
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Company: Alphaduct
    View Company Scorecard / Contact Company
Brand: Korunni
Ad Title: Gay Couple
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: Czech Republic
Region: Europe
Agency: Tanagra
Year: 2003
Target: Mainstream
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Theme(s)

Same-Sex Affection

Same-Sex Couples/Families

GLBT Inclusion

Sissies

Theme Breakdown

AdRespect Score: 
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A gay male couple is at home relaxing on the sofa. They are leisurely knitting and reading the newspaper, respectively. One of the men leans onto the other one, who kisses him on the head. The voiceover narrates in Czech. The product appears on the screen.

The tagline translates to: "The queen of mineral waters."

The ad earns an "Equal" rating because it shows affection among homosexuals in an everyday situation, but one of the men is highly stereotyped as the "woman" of the relationship, knitting with pink yarn. Heterosexual gender roles are not necessarily a template for gay relationships. Otherwise, the ad would earn a positive rating.

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