This irreverent New Zealand-based vodka company, whose name refers to their location at the 42nd parallel, has made some bold ads to stand out in a mature category where several vodka brands already seek gay drinkers, including Absolut, which has been in the U.S. gay market for 25 years.
This ad reads at the top, "Drinking 42 Below Passionfruit vodka is like walking along the street and seeing this really hot girl and all you can think is "Man, I don't understand how anyone can be gay."
The bottom of the ad then adds, "Sure I can see how some buff young guy all decked out in Gucci can turn your dial. But when you compare him to this girl with her high heels, forcing her bum out a little, and her t-shirt just a pinch too tight, and that confident 'I don't care about you' walk -- Bam! Now that's what I'm talking about!"