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Johnnie Walker - He Works As Hard As He Plays

Company: Schieffelin & Somerset Co.
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Brand: Johnnie Walker
Ad Title: He Works As Hard As He Plays
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 1988
Target: Mainstream
Ad Spotter: Dennis Doherty
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This print ad has two sweaty men sitting on the racquetball court together, resting after a game. One man says to his game partner, as if bragging about this unseen friend, family member...or date, "He works as hard as he plays. And he drinks Johnnie Walker."

The tagline reads, "Good taste is always an asset."

The ad ran in The New York Times Magazine May 6, 1990.

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George A. Trosper , Salt Lake City, UT
Without (the ad) commentary, I would not have considered either guy shown to be speaking, and so would have read the text as being about one or the other of them, not about a third party. However, I have not seen any other ads in the series, which could well influence how the picture is likely to be read.

Vance Blankenbaker , Arlington, VA
The quotes around the text make all the difference (and talk about subtle! Secret love, indeed!). Without them, this can be read as simply commentary about either guy in the picture, not conversation between them. You'd really need fine-tuned gaydar for an ad like this!

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