LadyService, Liquid Soap Is Better

The ad shows a group of men, presumably in the army, headed towards a communal shower. All but one of the men leave the shower. A man of imposing size and a rough exterior accosts the lone male in the shower. This threatening presence surprises him. The bear-like figure reaches for the bar of soap and drops it on the ground. He proceeds to point at it, gesturing to the smaller man to bend over and pick it up. As he does, the camera pans to a bottle of LadyService liquid soap, and the tagline "Liquid Soap Is Better" appears on the screen.

This commercial is offensive because it implies that you need LadyService's soap in order to avoid being harassed by humongous, bossy homosexuals in the shower. Additionally, the portrayal of the offender is stereotypical and predator-like. This commercial uses humor to create a light mood, but the brunt of the joke is not solely at the expense of the characters in the commercial. The suggestion of homosexuality is supposed to add to the humor.

Gay men must work to free themselves from the stigma of being "on the prowl," hunting after innocent heterosexual prey. Commercials like this capitalize on the convenience of an unusual scenario at the expense of a repressed group.