There is a word play here. "Everlasting relationship" comes from the German word "bund" (which relates to "bond" in English) and also means "waist band" -- as with underwear.

Mey has been using current issues in ads for years. This ad featuring a male couple on a couch with their arms around each other ran in Germany's largest circulating magazines, including Focus, Der Spiegel and Stern. The company is located in a more traditional, conservative and rural part of the country, in the
Southwest .

German gay market consultant and ad columnist Michael Stuber, who publishes Rosa Brille wrote this about the ad: "It was about time to finally see the first aesthetic, intelligent and unpretentious commercial about gay marriage. The clean, two-page spread of underwear-maker Mey does stand out in the colorful context of Focus magazine. It’s remarkable that this campaign was not launched by any of the cult brands that usually match the gay taste. It’s a textile company from conservative Swabia, whose move was also applauded by marketing specialists. May this elastic be frequently visible from underneath trendy trousers."
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Mey - Couple

Company: Gebrüder Mey GmbH & Co. KG
    View Company Scorecard | Contact Company
Brand: Mey
Ad Title: Couple
Business Category: Fashion/Apparel
Media Outlets: Print
Country: Germany
Region: Europe
Agency: Jung von Matt/Alster
Year: 2001
Target: Mainstream
Ad Spotter: Michael Stuber
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The text translates to: "Everybody wants an ever-lasting relationship. Mey already has it."

There is a word play here. "Everlasting relationship" comes from the German word "bund" (which relates to "bond" in English) and also means "waist band" -- as with underwear.

Mey has been using current issues in ads for years. This ad featuring a male couple on a couch with their arms around each other ran in Germany's largest circulating magazines, including Focus, Der Spiegel and Stern. The company is located in a more traditional, conservative and rural part of the country, in the
Southwest .

German gay market consultant and ad columnist Michael Stuber, who publishes Rosa Brille wrote this about the ad: "It was about time to finally see the first aesthetic, intelligent and unpretentious commercial about gay marriage. The clean, two-page spread of underwear-maker Mey does stand out in the colorful context of Focus magazine. It’s remarkable that this campaign was not launched by any of the cult brands that usually match the gay taste. It’s a textile company from conservative Swabia, whose move was also applauded by marketing specialists. May this elastic be frequently visible from underneath trendy trousers."

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Kai Ingburt , Germany
Wrong translation - the text translates to: "Everybody CLAIMS an ever-lasting relationship.
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