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Company: Vodafone Group
    View Company Scorecard / Contact Company
Brand: Vodafone
Ad Title: Dance Club
Business Category: Telecommunications
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Lowe Worldwide
Year: 2001
Target: Mainstream
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Theme(s)

Straight Left Out

Theme Breakdown

AdRespect Score: 
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A computer-animated taxi pulls up to a dance clubs as two women -- one very skinny, the other full-bodied -- step out and shake their things for the enormous doorman.

The women each imagine him sexually -- one thinks of him as a gorilla.

As they step into the crowded club, they make it over to the bar, where the handsome bartender is again the focus of fantasies for both of the women. (The larger woman imagines him laying his head on her bountiful breasts.)

As they survey the crowd, they spot a gorgeous man, who they both lust for and run to the ladies room to check themselves. Back outside, one woman imagines him with their baby, the other has her jumping into bed with him tied up. But then his cell phone rings -- the tune is the Village People song "YMCA" -- with an image of them performing.

He walks away to take his call as the two women gape in surprise.

The tagline: "Let your ring express you."

The ad, while showing disappointment by the women, shows a happy and out man.

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George , San Diego
Yay! This ad works well on so many levels! Not only does it feature a happy, out gay man (who also happens to be very attractive and have no issues with any sort of diminished masculinity) -- it also allows for all sorts of different body types being seen as beautiful. One woman is thin and the other one large, yet neither of them is made to look less attractive than the other. (In fact, I dare say the image of the man burying his face in the ample breasts of the large woman will look yummy to many folks...) The two also fantasize just as much about the ample doorman as about the skinny bartender. Hooray! It only fits in well that one of the men they fantasize is black, just to make the point again that beauty comes in all skin colors. What a lovely ad.

Kevin , Boston, MA
I don't care for it. I wish that the media would stop using the Village People at every oppertunity to express homosexuality.

Ken , New York, NY
The guy effeminately wiggles his fingers then minces out the door sporting a limp wrist is not doing anything to move forward the image of gay people.

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