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Company: TeliaSonera
    View Company Scorecard / Contact Company
Brand: Halebop
Ad Title: Hockey
Business Category: Telecommunications
Media Outlets: Television
Country: Sweden
Region: Europe
Agency: unknown
Year: 2013
Target: Gays & Mainstream
Ad Spotter: Anders Lindstrom
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Theme(s)

Stereotype Twist

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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A bunch of young male hockey players on a team enter the locker room and begin undressing after a game. One checks his cell phone and his teammate playfully grabs the phone to see.

Reading from the phone text, he says,"Miss you, Theo Ekenborg?" Clearly he is surprised it's from another male. "Who's that?" he asks.

The other player fumbles for words, "It's…It's my boyfriend." All the other players stop and pay attention now. Then he adds, "We're celebrating our one year anniversary."

After a beat, the first player says, "Congrats! One year, that's not easy."

In the end you hear another guy in the background saying, "I know him. He looks amazing."

The basis for the ad is the unexpectedly positive result of the macho team players.

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