Some might take this ad as somewhat disrespectful of drag queens, including the various taglines, while others might see it as inclusive and supportive, leaving it as a wash.

German gay market consultant and ad columnist Michael Stuber, who publishes Rosa Brille wrote this about the ad: "Olè! Nobody would have guessed: The vivacious -- and allegedly Catholic -- Spaniards of Seat show completely new sides to nowadays men: Our Latin lover driving the Leon is dressed to the nines, with sequin, wig and high-heels. Maybe Pedro Almodòvar directed the spot. And another stereotype is challenged: The Señor(ina) knows how to drive! Sleek, fast, cool -- all masculine. Actually, moving with great relish is a Spanish tradition. But what does the phrase at the end of the commercial tell us: "There’s a man in all of us“ -- it does remind of ‘the man in(side) the man’ …"
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Company: Seat S.A.
    View Company Scorecard / Contact Company
Brand: Seat Leon
Ad Title: Lost Drag
Business Category: Automotive
Media Outlets: Television
Country: Spain
Region: Europe
Agency: Grey Worldwide
Year: 2001
Target: Mainstream
Ad Spotter: Milan Bharadia
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Theme(s)

Trans Beauty

Camp/Gay Drag

Walking Fine Line/Mixed Reception

Theme Breakdown

AdRespect Score: 
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Leaving a nightclub at dawn, a drag queen in a long blonde wig, red sparkly dress and long fur draped around the neck -- catches a set of tossed car keys from the valet and steps into the Seat Leon, as if for the first time (maybe the wrong keys?).

With long fingernails, she caresses the steering wheel and other interior items. The car takes off and nearly hits a van, whereupon the driver throws the wig out of the car, then the ear rings and wipes off the lipstick.

Aggressively driving down a winding seaside road, she becomes increasingly more masculine. Finally stopping alongside a beach and looking quite male, the driver steps out of the car and then falls to the ground on high heels.

The tagline: "There's a man in all of us." (Versions in other countries have said, in England, "Life doesn't have to be such a drag," and in Austria, "Unleashed masculinity," and in Greece, "Strength that liberates you.")

Some might take this ad as somewhat disrespectful of drag queens, including the various taglines, while others might see it as inclusive and supportive, leaving it as a wash.

German gay market consultant and ad columnist Michael Stuber, who publishes Rosa Brille wrote this about the ad: "Olè! Nobody would have guessed: The vivacious -- and allegedly Catholic -- Spaniards of Seat show completely new sides to nowadays men: Our Latin lover driving the Leon is dressed to the nines, with sequin, wig and high-heels. Maybe Pedro Almodòvar directed the spot. And another stereotype is challenged: The Señor(ina) knows how to drive! Sleek, fast, cool -- all masculine. Actually, moving with great relish is a Spanish tradition. But what does the phrase at the end of the commercial tell us: "There’s a man in all of us“ -- it does remind of ‘the man in(side) the man’ …"

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Geoff Coupe , Gouda, The Netherlands
The impact of this ad is cued to the tagline. I've seen two versions, one in the UK and one in Spain. The Spanish one was funnier (to me), because when the driver steps out and trips, he lets out a girlish yelp (I've been there, done that!). The English version did not have this, and was flat as a result.

Juan , Barcelona
This ad was simply insulting... You get the idea of the drag being masculine inside the car, and once he gets out, he yells again, showing that the effect was due to the car. The campaign was, anyway, efficient: rednecks love this car.

Max Shultz , Antioch, CA
I feel this ad is offensive. I think the ad was saying the car is so great it could "cure" effeminacy. I feel that effeminacy is not an illness hence no need for a "cure".
I was offended by Jaun's comment "this car is a hit amongst 'rednecks'." The term "redneck" is an epithet towards midland and Southern whites of the USA. For the record, I would like to mention that Spain is a country in Europe. True Spaniards are white Europeans. A lot of latinos are brown-skinned because they are mixed with Indians.

Deco Ribeiro , Campinas, Brazil
Well, I'm amazed at how nobody has seen this commercial as offensive to women. Let's see, when the man is in drag, he can't drive and almost hits a van. Then he takes off the wig and lipstick and drives with great skill. Bottom line: Women can't drive. Heh... : )

Andrea James , Los Angeles, CA
Harmless fun.

Rory Elliot , San Marcos, TX
I believe this ad to be very insulting to both drag queens and women. It implies that being effeminate or being female (two different things in my opinion) are flaws. To quote Quentin Crisp, "There's no sin like being a woman."

Greg , New York, NY
I feel this ad is offensive to cars.

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Mini Skirt, Basketball
Company: Seat S.A.
Brand: Altea
Country: Germany
Region: Europe
Year: 2004

AdRespect Score:


Drag Queen
Company: Seat S.A.
Brand: Seat Leon
Country: Spain
Region: Europe
Year: 2003

AdRespect Score:

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