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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: Uncle Ben's
Ad Title: Detained
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: DMB&B Worldwide
Year: 2002
Target: Mainstream
Ad Spotter: Steven Capsuto
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Theme(s)

Gay Tease

Theme Breakdown

AdRespect Score: 
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In a soap opera format complete with over acting and drama, a woman angrily storms into the home of her boyfriend, who is wearing an open, silky red bathrobe.

"I thought we agreed to meet this morning," she demands as she walks in and slams his door. Caught by surprise, the man stutters, "I was... detained."

"Is that what we're calling it now, Arlo?" she asks as she crosses her arms and turns away. he starts to explain, "Constance wait, I was seduced. The eggs were so fluffy, with bacon cheese and, oh, potatoes."

Shocked, Constance spins and asks, "She cooks for you?"

With a heavy, melodramatic pause, Arlo answers, "Not she, Constance. He."

The music bell tolls, then the announcer jumps in and says, "Brought to you by new Uncle Ben's breakfast Bowls, eight tempting varieties."

In the closing shot, the woman stand next to her beau as he concentrates on his food. She asks, "So what's it going to be, breakfast or me?"

Without turning, he casually replies, "You're still here?"

The company declined on multiple occasions to discuss its commercial.

This intentionally campy soap-like drama handles the news with no negative connotation and it could have been the same response had he said it was another woman.

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Bill Stella , Boonton, NJ
In satirizing soaps, it leans heavily on the stereotypes of a demanding bitch woman and a vapid pretty man.
I believe they mean to justify the use of stereotypes by breaking with the audience expectation of there being another woman, the "daring" nature of him saying "it's "him", and the resolution of the "wha?" response to the revelation being the bowl of breakfast food.

Irving Schlebotnik , Bakersfield, CA
On the contrary, Mr. Stella, I believe that the piece, precisely by using these stereotypes, satirizes and therefore discredits them.

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