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Company: Kayak
    View Company Scorecard / Contact Company
Brand: Kayak.com
Ad Title: Roommates
Business Category: Dot-com
Media Outlets: Television
Country: United States
Region: North America
Agency: Goodby Silverstein & Partners
Year: 2013
Target: Mainstream
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Theme(s)

Gay Vague

Theme Breakdown

AdRespect Score: 
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The commercial initiates with a man searching the web for travel deals on Kayak.com. In a comedic twist, a second man comes out of the original man's shirt, occupying the same sleeves and neckline, stating, “I just wanna see how you’re always getting those great travel deals.” With a slightly confused look, the protagonist briefly explains the benefits of using Kayak.com, to which the second man replies “I gotta email Becca about this.” They then fight for control of the computer while still sharing the same sleeves.

While this commercial does not deal specifically with gay characters, the nonchalant reaction of the protagonist to having a man inside his sweater is important in a sense that it provides a form of normalcy in the situation. That is, rather than making a negative remark to the man's presence, the protagonist is initially indifferent until they begin to fight over control of the computer.

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Sodom and Gomorrah
Company: Kayak
Brand: Kayak.com
Country: United States
Region: North America
Year: 2006

AdRespect Score:

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