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Company: Anheuser-Busch Cos.
    View Company Scorecard / Contact Company
Brand: Bud Light
Ad Title: Chick Magnet
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: DDB Needham Worldwide
Year: 2002
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Straight Left Out

Theme Breakdown

AdRespect Score: 
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Employing the tried-and-true method of attracting other singles, a handsome, rugged man has brought his puppy to a park. Positioning himself near several hot women who are stretching, he aims the dog at the women.

"Okay little buddy, you see that?" he says to his golden Lab pup. "Work your magic."

The magic works immediately -- attracting two men running by. "Oh my gosh! That is the cutest little puppy!" Exclaims one, speaking with a lengthy S. "He is the most precious thing," says his more effeminate counterpart (Alec Mapa from the CBS show "Some of my Best Friends"). "I want a dog just like him!"

The men, with their butts sticking out as they've bent over, are now completely blocking the man's view of the women and his face falls as the men chatter on.

"Oh you should dress him up, put him in some cute little outfit." "Like a little cowboy outfit!" chimes in the other, as they giggle in agreement.

Writing off the masculine man they barely seemed to notice, the women walk away, "the good ones are always taken." The closing screen shot carries the campaign theme of true stories, saying simply, "True."

Likely inspired by the Miller Lite beer ad featuring women who end up flirting with a gay couple, this ad is a neutral handling of two somewhat stereotypically effeminate men, as the straight guy doesn't visibly get upset at them.

The commercial got very close to airing in the U.S. but in the last minute, the company backed out. When asked why, it declined comment. It may have aired in Canada.

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Joe , Los Angeles
Yet another ad showing two flaming gay men. Thank you for not showing this ad on TV. I am sick of being stereotyped. Where are the ads with gay men who talk without a lisp, have no fashion sense, and like sports for the game, not to ogle?

Wolf , Long Beach, CA
Typical Goodby homophobia. It's drivel. Now...a little less swishy, and if the guy ate it up...there might be an ad for a new audience.

Kevin , Chicago
I was prepared to give this ad a big boo based on the description, but after viewing it, did not find it offensive -- slightly lame yes.

Joe , New York City
HELLO! Many, many gay men ARE swishy! Embrace it, love THEM, and maybe you can love YOURSELF.

Andrew Ogus , San Francisco
I agree with earlier comments; stereotypical and stupid. And why would gay guys suggest a dog be dressed up?

John Hatfield , Vernon, BC, Canada
Sad but true. The only way people can identify a "gay" person is by the stereotypical male "swisher" or female "butchie" I believe the idea the straight guy isn't bothered by the two "flamers" comes across. But try again, same angle less stereotyping. I like puppies as well as my partner, but we don't "swish."

Paul , Hermitage, TN
I think this ad is very funny and only mildly offensive (get a grip) -- the expression on the straight guy's face makes this one worth watching.

Tony , New York City
What's next -- blacks picking cotton, eating watermelon and drinking Bud? Would people find that "mildly offensive?"

Ed , Ferndale, MI
I thought it was pretty funny. I didn't find the so-called "sterotypes" offensive at all. What I do find offensive is other gay men wanting to hide the nelly queens away. Lighten up guys.

Jillian , Richardson, TX
I thought this ad was HILARIOUS and so much fun. It wasn't making fun of gay guys, it was just being goofy. And there ARE gay guys that act just like that, trust me, I've met them. I couldn't stop laughing. :)

Keyth Sokol , Lexington, KY
Whether in real life or on TV, these guys seem too stereotypical. There are consequences in using the stereotype in an ad, however. We must make sure the message getting out is that diversity includes that within our own gay community. So what if we get to have ads on TV? We have TV programs for heaven's sake; that is not a big hurdle. Let's not get caught up in the trap that women are still in: getting used in only the way the advertisers are willing to present them. I do not find the ad at all revolutionary or even beneficial.

Richard Evans Lee , Durham, NC
There are nelly gay men. Pity so many wanna-be-straight queer men want to stick them back in the closet to keep from feeling embarrassment by association.

Michael Hogan , Vancouver, Canada
I've seen it on TV. But it only showed/ran for a short time.

Jonah Falcon , New York, NY
It would have been offensive, except I know too many gay boys exactly like those two in the ad. Same faces, same voices, same attitude. Oy.

Cece , Tucson, AZ
I celebrate having ads with effeminate men, and the men who don't beat them up! I just want more ads with masculine men too! (and some masculine women too!)

Tino , Denver
Big Deal! So what if we like clothes and fashion and acting "swisher." Everyone is stereotypical these days. If you're true to yourselves than why let some commercial bother you? It's all in fun.

Matthew Scott , Upland, CA
Oh my god, I was laughing OUT LOUD! That ad was hilarious, great stuff, really, and a wonderful send-up of typical "guy-getting-the-girl" beer ads. Not that I feel I should have to add this, but . . . really, some guys are those guys (I know I am), and, if you can't handle that truth (and yes, it is a truth) you really just need to get over yourself.

Jeff Alcock , Provincetown, MA
It might have been more interesting with a 'twist' at the end, but I thought it was amusing and harmless.

unknown , Erbacon, WV
I wish WV was a 'femme gay' state.

Tara , Toronto
Why don't we challenge them in our publications with reverse stigmatization ads? We could depict two beautiful, gay people with the looks of super models in the park, beside a couple of the ugliest hetero stereotypes ever (fat, old, bald man with warts all over his face, sucking face with his wife)?

George , OH
The guys in the ad are no more stereotypical than the gay couple on "The Amazing Race" this season.

Terrence , Edmont, Alberta. Canada
I think that most of the above commentators are missing the point. The point is that gays, even nelly queens as they have been referred to, are socially acceptable. Period. These silly playful gay guys are not treated or spoken about in a non-accepting manner by either the straight guy with the puppy whose plan they foiled, or the hot straight women who assume all three of them are gay.
I understand those who call for less sterotypical depictions of gay men. However, it should be noted that the women in this commercial assumed that the rugged straight guy was gay as well. A good example of the inverse is in the other beer commercial when two hot straight girls thought that the handsome rugged couple of guys in a bar were straight and sent them a beer, only to find out they really were a gay "couple". So as you see people, it goes boths ways. More and more gay people are portrayed as mainstream and non-distinguishable from straights. This is something to celebrate. So therefore, we should not be too upset when sterotypical portrayals are used if they are accepted and treated with respect by the straight characters in the advertisment. Sometimes sterotypical portrayals are needed to clarify who's straight and who's gay. That being said, It would be refreshing to see depictions of people who we would assume to be gay actually turn out to be straight. We've seen those people too, like Niles on Fraiser.

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AdRespect Score:

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