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42 Below - Drink It Straight Or Gay

Company: 42 Below
    View Company Scorecard | Contact Company
Brand: 42 Below
Ad Title: Drink It Straight Or Gay
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: New Zealand
Region: Australia/New Zealand
Agency: unknown
Year: 2005
Target: Gays & Mainstream
Ad Spotter: Michael Haggerty
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This ad recalls a similar reference of over 45 years ago, with the language "mixed or straight," ironically from another vodka brand, Smirnoff.

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Mike Guerrero , Seattle, WA
I think the way it's phrased and in light of the use of the term "gay" to be negative with young people about 5 years ago (many of which are now legal drinking age) the term "gay" here means tainted, less cool than drinking it straight. I interpret the subtext as: "Sure you can drink it with mixers, but that's GAY - if you're cool, drink it straight."
MK , New York, NY
You'd think that in an ad that is accepting of homosexuals, they'd leave out an arrow that points from the bottle to the words "Drink straight."

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Man, I Don't Understand How Anyone Can Be Gay
Company: 42 Below
Brand: 42 Below
Country: New Zealand
Region: Australia/New Zealand
Year: 2005


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