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Company: Honda Motor Co.
    View Company Scorecard / Contact Company
Brand: Honda
Ad Title: Facepaint
Business Category: Automotive
Media Outlets: Television
Country: United States
Region: North America
Agency: Rubin Postaer & Associates
Year: 2001, 2002
Target: Mainstream
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Theme(s)

Gay Vague

Theme Breakdown

AdRespect Score: 
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Two cars pull up to a stoplight next to each other. The male driver of one car turns to the other male driver and somewhat aggressively says, "Hey!"

In an American custom for male sports fans, they're both wearing face paint and matching sport jerseys in support of a team -- except their colors indicate that they're on opposing sides of the game. The female passengers in both cars lack face paint, but get into the spirit of saying "hey" to each other.

Then a red Honda with two men inside pulls in between the other cars -- they are both painted entirely red, with matching sunglasses and turn to look at the occupants of the other two cars without comprehension. These men seem to be painted for a different reason altogether (of course, they do have a Honda logo on their foreheads), with a futuristic/fashionable look to them -- the music changes to match them.

The red men then turn to look at each other, laugh, and drive away. The announcer ends the commercial by saying, "Hey, do your own thing."

Though this commercial never directly refers to sexuality, it appears to be implied by the fact that the two other cars have a woman in them, as well as by the traditional sporting image of the first two drivers, opposed to the stylish, twin-like men in the red car.

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Jonah Falcon , New York City
It seems less a gay statement, and more what I call "corporate iconism" -- sort of like the "Shake Your Groove Thang" Pentium ad.

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Opportunities
Company: Honda Motor Co.
Brand: Honda
Country: United States
Region: North America
Year: 1996

AdRespect Score:

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