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Company: Wm. Wrigley Jr. Company
    View Company Scorecard / Contact Company
Brand: Altoids Sours
Ad Title: Half-Man, Half-Woman
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: United States
Region: North America
Agency: Leo Burnett Co.
Year: 2006
Target: Mainstream
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Theme(s)

GLBT Empowerment

GLBT Inclusion

Dude Looks Like a Lady

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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Part of Altoids' newest TV campaign called "Altoids Sour Challenge," this ad follows the same Altoids Sours taste-test formula.

A man with a goatee and a flannel shirt plays the part of participant while another man with a 70's-style mustache is the administrator of the test. The participant puts the Altoid in his mouth and says in a husky voice, "Mmm, raspberry. I like that. Give me another one." The administrator flatly replies, "Sorry sir, one candy per participant."

The participant turns to reveal his other side, which is made up to look like a blonde-haired woman. He, or rather she, then says in a seductive voice, "How about me? Can I have one?" The administrator, obviously enamored by this new participant, takes off his glasses and says, "Sure you can, Sweets."

Without disguising her voice, the "female" participant says, "Mmm, mango! I like it!" and with the slick of his hair and the lick of his lips, the administrator places his hand upon hers and replies, "I bet you do."

The tagline is, "Men and women love Altoids Sours. Will you? Altoid Sour Challenge."

Although meant to be comical, it uses the image of a man dressed as a woman as a punch line. Also, the ad finds comedy in the bizarre interaction between the male administrator and the half male/half female participant.

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Matthew Brown , Milwaukee, WI
Are we really so sensitive that we can't laugh or see the humor anymore?

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