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Company: Gruppo Campari
    View Company Scorecard / Contact Company
Brand: Campari
Ad Title: The Secret
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Italy
Region: Europe
Agency: BBDO Worldwide
Year: 2005
Target: Gays & Mainstream
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Theme(s)

Consciousness Raising

Stereotype Twist

Trans Beauty

Gay Vague

Theme Breakdown

AdRespect Score: 
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A woman is seen leaving a bar by walking up the large, center staircase. A man at the bar catches her glance, but she soon turns and continues walking her way.

The man immediately leaves the bar and begins to follow her. She always seems to be two steps ahead of him, until he finally turns a corner and literally runs into her.

The man's drink spills all over the front of the woman's dress. The woman then removes the knot holding her halter dress up, displaying a bare chest that reveals she is really a man. He wipes the lipstick from his face.

The man smirks and opens his shirt, exposing bandages around his chest, used to diminish the appearance of his breasts - because he is actually a woman. She lets down her long hair.

An announcer says, "Campari. Red Passion" as the same words appear on screen.

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Anonymous , Philadelphia, PA
What a gorgeous ad! So classy and clever, and it sure doesn't hurt that both of the couples are beautiful. If only all the "surprise, it's a guy!" ads gave it such a lovely positive spin (and equal time to ladies) as this one!

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