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Company: Semina Indústria e Comércio Ltda
    View Company Scorecard / Contact Company
Brand: Gel Semina
Ad Title: Recruit
Business Category: Personal Products
Media Outlets: Television
Country: Brazil
Region: Latin/South America
Agency: Euro RSCG Worldwide
Year: 2008
Target: Gays & Mainstream


Stereotype Twist

Theme Breakdown

AdRespect Score: 
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In the pouring rain, a drill sergeant is yelling at his recruits, who are lined up. Shouting into the face of one, he says, "Recruit 58, listen to what I have to say! We are made for each other! I can make you really happy! I want to spend the rest of my life with you! Together. All over the world! Like lovey doveys! Enjoying the world! It's going to be wild, 58! I love you! Get it?" In response, 58 shouts (as required), "Sir! Yes sir!"

The troupe then marches in the soaked ground, with the caption, "Many kinds of love. Only one lubricating gel." At the end of the ad, a rainbow appears with the gel at the bottom of the rainbow. In the background, the jeep is rocking with apparent sexual action.


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