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AdRespect Ad Library Profile

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Company: P&V Insurance
    View Company Scorecard / Contact Company
Brand: P&V Insurance
Ad Title: The Toothbrush
Business Category: Financial Services
Media Outlets: Television
Country: Belgium
Region: Europe
Agency: Grey Worldwide
Year: 2000, 2001
Target: Mainstream
Ad Spotter: Ronny Vanhulst
Company: P&V Insurance
    View Company Scorecard / Contact Company
Brand: P&V Insurance
Ad Title: The Toothbrush
Business Category: Financial Services
Media Outlets: Television
Country: Belgium
Region: Europe
Agency: Grey Worldwide
Year: 2000, 2001
Target: Mainstream
Ad Spotter: Ronny Vanhulst
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Theme(s)

Same-Sex Affection

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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Shot through a bathroom window, the obscured picture shows a man brushing his teeth as another man comes from behind him with a hug and kiss on the back of his neck.

The voiceover says, "Eric never wanted to know anything about a longtime relationship. But from today on, he has changed his mind."

The tagline: "P&V, we insure life the way it is."

Through its ad agency spokeswoman, P&V says "society has gone through a lot of changes the last couple of decades and we show solidarity with each single
individual within this changed society. Everyone has different choices in life and different needs and P&V stands behind each individual's choice."

The gay couple is part of the company's first TV campaign. The ads portray different real-world family situations, including a half-brother and half-sister (one white, one black), a widow with a new boyfriend at the age of 60, and a retired man who has found a new goal in life -- making music.

The gay couple is a very positively handled commercial and the only disappointment is that its camera angle purposely lets us see very little -- it seems to imply that we're seeing a very private matter that we are "spying" on and some discomfort with the subject.

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Sergio , Montreal, Quebec
I love it! I interpret it as "gays are our customers just like everybody else". No "special rights" kind of language or ideas.

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