Anheuser-Busch, along with Miller Brewing Co., have the distinction of being among the few companies that advertises in gay media and also have a mainstream media commercial with a gay theme.
This campaign follows up on Bud's first gay-specific effort and is another word play, this time focusing on gay lingo.
Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team ads from Stroh Brewing Co. for Old Milwaukee. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more negative.