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Company: Motorola
    View Company Scorecard / Contact Company
Brand: Motorola
Ad Title: She's A He
Business Category: Computers/Software/Tech
Media Outlets: Television
Country: Australia
Region: Australia/New Zealand
Agency: unknown
Year: 1999
Target: Mainstream
Ad Spotter: Steven Baljkas
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Theme(s)

Trans Beauty

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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A man and women in a slinky red dress dance at a club. After a while, she leads him out of the club and gives a sly smile to his friend across the room.

The friend jumps up and tried to catch them, but only makes it to the front door as their taxi speeds away. In the backseat, the two make out passionately as a song croons, "I've never met a girl like you before..."

Suddenly, the taxi comes to a halt and the man jumps out as the woman looks out the window in confusion. As the car drives away, the man looks back down at his pager, which reads, "She's a he."

The tagline: "Another discrete message from Motorola pagers."

But in a twist double ending, played after a few other commercials, as the taxi pulls away, the pager now reads "Just kidding."

While it is never made clear whether the woman is actually female (it appears that the actress in the first part of the commercial is in fact replaced by a man in drag for the closing shot), the man's reaction is a desperately negative one.

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Dave , Orange, NJ
Memo to advertisers: GET OVER IT!! This is an example of the "hate/fear" sells school. It promotes fear of the unknown...or what we THINK is unknown. Unacceptable.

Bob , NYC
this idea has been done many times before with more humor and more subtlety. "...protect his backside?" please. this ad is the bottom.

Andrea James , Los Angeles, CA
I can’t really comment without copy translated, but this just seems like using a flamboyant TG person as a shill. Nothing to see here, move on.

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AdRespect Score:


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