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Company: Coca-Cola Co.
    View Company Scorecard / Contact Company
Brand: Sprite Light
Ad Title: Dad In Drag
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: Argentina
Region: Latin/South America
Agency: Lowe Worldwide
Year: 2006
Target: Mainstream
Ad Spotter: Evelyn Bowles
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Theme(s)

GLBT Empowerment

Stereotype Twist

Family Acceptance

GLBT Inclusion

GLBT Punchline (laughing with)

Dude Looks Like a Lady

Homo-queasy

Insufficient Masculinity/Femininity

Theme Breakdown

AdRespect Score: 
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A father and his young daughter are engaged in a quality moment between them in which the girl playfully applies very noticeable make up on her dad's face and dresses him up with women's accessories.

The father, without hesitation, plays along with the girl, allowing her to put earrings, necklaces and a colored wig on his hair.

The doorbell rings and the father goes to answer the door without removing any of the make up or jewelry that he had on. He is slightly embarrassed to find two construction workers on the other side of the door looking at him as if trying to judge his behavior as absurd.

Although no words are exchanged between them the father is noticeably uncomfortable by having these two men see him dress up in an outfit that might question his masculinity. But he lightly smiles at the misunderstanding of his predicament.

Although the ad does not particularly portray transgender issues in a negative way, it does help plant a seed on the stereotype that transgender behavior is not appropriate and against every quality that a man should have.

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Terrence , Alberta, Canada
I agree that he is a little uncomfortable about being caught in jewelry and makeup, but at the end he smiles and seems to laugh it off as he closes the door and heads back to play with his daughter.
He is clearly a tolerant man to go along with his daughter's ideas of play. It's not his idea, but he is happy to play along because he loves her.
My sense is that he doesn't regret it either, even after getting caught. It could be he is laughing at the reaction of the construction guys, his own, or just the awkward moment that will no doubt be remembered.

Subtle and well done.

Warren , South Amboy, New Jersey
I think this is a great commercial

Don , Kansas City, MO
To me, the smirk of indifference that occurs at the end says more than the blank stares by the two guys at the door.

Miguel Gomez , San Jose, CA
The description of the commercial doesn't mention that in the end the man smiles as if to say "Hey, it's okay." So I don't think this is as negative as described.

Mario , Miami, FL
Funny how this ad gets thumbs up, but if it were aired/made in the U.S., it would be bashed as homophobic

Robert , San Juan, Puerto Rico
True. Yet, he does show a faint smile which shows that it is all in good humor. I'm not sure about the seed.

Martin Ecott , Geneva, Swtizerland
What I think is great is that even though the workers don't seem amused, they're not overly negative. However, when the guy realizes how he's dressed answering the door he smiles and doesn't care, so the ad isn't negative at the end... it's the love that shines through.

Rick Belanger , Ontario, Canada
I didn't find this ad offensive in the least and my take on the father's reaction as he opens the door doesn't match your review.He doesn't appear to be "noticeably uncomfortable". That wouldn't warrant his smile at the end of the spot!

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