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Company: Campbell Soup Co.
    View Company Scorecard / Contact Company
Brand: Pace Picante
Ad Title: Horse Grooming
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 2005
Target: Mainstream
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Theme(s)

Insufficient Masculinity/Femininity

GLBT Punch Line

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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The setting is an old-western town, and two cowboys sit on a porch with a cowgirl eating chips and salsa as they ogle a cowboy in the distance, seemingly estranged by his salsa preference.

One of them asks the others, "Who's that?" He answers, "That's the guy who gets his salsa from New York City." Stunned, one of the cowboys says, "New York City?"

The odd-cowboy-out is shown blow drying, curling, coloring, and styling his horse's mane with hairpins like a hairdresser.

The ad earns a Stereotypes rating because it plays on a "city cowboy" not being macho enough by acting in a stereotypically gay job -- a hairdresser -- which is a noticeably unacceptable behavior to the cowboy majority. In its favor, the city cowboy himself does not otherwise look or act feminine.

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Heidi , Tiger, OR
I never made a connection between the cowboy dressing the horses mane and the stereotype of a gay hairdresser. Instead what I gathered is that "those city folk sure do it up fancy" and the "real" cowboys found it to be over the top. Had the "city boy" been wearing a pink bandana, or acted flamboyantly ga,y I may have had a problem with it. They just don't do that in this commercial.

Graham , Vancouver, BC
I fail to see any gay connection in the add.

RM , Edmonton, Canada
The original ones were better. "Get a rope" or "Were just going to to have to shut you down."

Chris , New York, NY
I don't think this ad slammed gays with a stereotype as much as it did New York City. And quite frankly, I thought the juxtaposition of cowboy country and NYC pretty funny humor. The advertiser's problem is the really unattractive pacakging of the product.

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Extraordinary Creativity
Company: Campbell Soup Co.
Brand: Campbell Soup Co.
Country: United States
Region: North America
Year: 2008



Home for the Holidays
Company: Campbell Soup Co.
Brand: Swanson
Country: United States
Region: US National
Year: 2008


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