At this point, the man in full drag presents his credit card to the cashier to pay for his lady clothes.

Then, the man is shown putting on a pig's nose as he jumps into a convertible car full of other middle-aged men in drag with cigars and pig noses.

The announcer then says, "That's why the Redskins' favorite fans, the Hogettes, make sure to bring their Visa card."

Shown at the football game with a banner for the Washington Redskins (Visa is a sponsor of the National Football League), the men cheer the team and one asks the other, "Do I look fat in this dress?" and his friend doesn't miss a moment to tell him "Yes!"

The ad doesn't really deal with transsexuals, just cross-dressing apparently "straight" men. While the narrator seems to indicate acceptance, the imagery of stunned onlookers doesn't seem to support it, providing a mixed message for anyone different.
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Company: Visa International
    View Company Scorecard / Contact Company
Brand: Visa
Ad Title: Dress Shop
Business Category: Financial Services
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 2001
Target: Mainstream
Ad Spotter: Glen Post
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Theme(s)

Camp/Gay Drag

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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An overweight, middle-aged man dressed in a simple golf shirt stands in a store trying on bright red pumps as a woman looks on nervously. He looks at ear rings, then tries on a flowery pink dress -- mustache and all. A women looks over oddly at him, as she's holding the same dress, and a young boy who is watching is pulled away.

The narrator says, "No matter who you are, or what you're into, isn't it nice to know you'll be accepted?"

At this point, the man in full drag presents his credit card to the cashier to pay for his lady clothes.

Then, the man is shown putting on a pig's nose as he jumps into a convertible car full of other middle-aged men in drag with cigars and pig noses.

The announcer then says, "That's why the Redskins' favorite fans, the Hogettes, make sure to bring their Visa card."

Shown at the football game with a banner for the Washington Redskins (Visa is a sponsor of the National Football League), the men cheer the team and one asks the other, "Do I look fat in this dress?" and his friend doesn't miss a moment to tell him "Yes!"

The ad doesn't really deal with transsexuals, just cross-dressing apparently "straight" men. While the narrator seems to indicate acceptance, the imagery of stunned onlookers doesn't seem to support it, providing a mixed message for anyone different.

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Kevin Ballie , Bronx, NY
I tend to disagree with HH from Westchester's comment that this ad was negative. The boy being pulled away does not promote the idea that cross-dressing is shameful, but rather that animosity towards people are who cross-dressers is very commonplace. The higher theme of the message is acceptance. Might I point out that the main theme of this ad was "No matter who you are, or what you're into, isn't it nice to know you'll be accepted?" The end image is a bunch of cross-dressers cheering at a sports event, in which no one views them as anything else just another component of the fan bleachers.
HH , Westchester, NY
I don't think this ad was neutral. I thought it was negative. The mother pulls her child away in order shield him from the cross dressing man. The overall message wasn't supportive it was hurtful. The ad uses cross dressers as a source of humor.

Russell , Hanover, PA
This ad is funny, with pleasant, self-mocking overtones for the credit card company. The sexist do-I-look-fat cliche, for which there is no safe answer for straight husbands, gets a pleasantly absurd treatment. Isn't its revelation of our absurdity what makes drag humor so good?

Andrea James , Los Angeles, CA
The ad starts mocking the language of tolerance, while the visuals show people pulling their children away from the shopper. Of course in the end, it’s all OK, because he’s doing it to cheer on a football team.

Kevin Ballie , Bronx, NY
The boy being pulled away does not promote the idea that crossdressing is shameful, but rather that animosity towards people are who crossdressers is very commonplace. The higher theme of the message is acceptance. Might I point out that the main theme of this ad was "No matter who you are, or what you're into, isn't it nice to know you'll be accepted?"

The end image is a bunch of crossdressers cheering at a sports event, in which no one views them as anything else just another component of the fan bleachers.

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