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Company: Bacardi Ltd.
    View Company Scorecard / Contact Company
Brand: 42 Below
Ad Title: Hero
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Australia , New Zealand
Region: Australia/New Zealand
Agency: unknown
Year: 2007
Target: Gays
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Theme(s)

Real GLBT Person

GLBT Punchline (laughing with)

Leatherman

Sissies

Walking Fine Line/Mixed Reception

Problematic Language

Theme Breakdown

AdRespect Score: 
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"I'm sorry, but man bags are *gay.* Everything you wear's got a thousand pockets and what, you need luggage as well? What the fuck do you need to carry around, a hairbrush? Lube? Woman's Day? Snap out of it, buddy! It's a handbag, and it's gay! It's about as gay as collecting fucking antiques! The opera? That's gay. The ballet? Whew, gay. Paying $400 for a pair of jeans is *totally* gay! And it's so gay that I can't go to a cafe on a Saturday morning without being surrounded by 50 stupid women talking about real estate." The angry, cursing rant goes on and on.

There are repeated images of Tom of Finland drawings, a hairy butt, members of Queer Eye for the Straight Guy, Sponge Bob, Siegfried & Roy, and more.

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Cowboy
Company: 42 Below
Brand: 42 Below
Country: Australia
Region: Australia/New Zealand
Year: 2008



Drink It Straight Or Gay
Company: 42 Below
Brand: 42 Below
Country: New Zealand
Region: Australia/New Zealand
Year: 2005



Man, I Don't Understand How Anyone Can Be Gay
Company: 42 Below
Brand: 42 Below
Country: New Zealand
Region: Australia/New Zealand
Year: 2005



Rooster
Company: 42 Below
Brand: 42 Below
Country: Australia
Region: Australia/New Zealand
Year: 2008



Celebrity
Company: Bacardi Ltd.
Brand: 42 Below
Country: Australia , New Zealand
Region: Australia/New Zealand
Year: 2007

AdRespect Score:


Gay
Company: Bacardi Ltd.
Brand: 42 Below
Country: New Zealand
Region: Australia/New Zealand
Year: 2006

AdRespect Score:


Come Out...And Stay Out
Company: Bacardi Ltd.
Brand: Bacardi
Country: United States
Region: North America
Year: 2002



Tom, Dick & Harry By Day
Company: Bacardi Ltd.
Brand: Bacardi
Country: United States
Region: North America
Year: 2000



Italian. Sensual. Warm.
Company: Bacardi Ltd.
Brand: Disaronno Originale
Country: United States
Region: North America
Year: 1999



Legs
Company: Bacardi Ltd.
Brand: Disaronno Originale
Country: Canada
Region: North America
Year: 1998

AdRespect Score:

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