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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Bounce Dryer Bar
Ad Title: Black Is the Most Slimming
Business Category: Household Products
Media Outlets: Television
Country: United States
Region: US National
Agency: Wieden + Kennedy
Year: 2012
Target: Mainstream
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Theme(s)

GLBT Punchline (laughing with)

Sissies

Theme Breakdown

AdRespect Score: 
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A bald man stands on a suburban sidewalk holding his West Highland White Terrier and proclaims, "Black is the most slimming." Then in a baby voice adds, "But because of Hector's little white hairs, I could never wear it." Then, turning informative, he says, "But the dryer bar helps repel pet hair. So look at me now!" He turns sideways and it's clear from his belly that he's not thin at all and the tight, black shirt isn't helping. He lets out a little squeak of pleasure and then does a playful "rowr" with his dog's paw.

The ending note has him saying, "More Hector, less hair."

Although the man is a stereotyped sissy, the ad makes more lighthearted fun of his looks.

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