SABMiller, Threesome
Increasingly finding comfort with same-sex and sexiness in the same ad, this is the most progressive print effort from Miller to date. The ad shows a biracial couple and the text, with the sexy headline "Threesome," also pushes the envelope -- "My man, my beer, my Miller Lite."
Miller and Anheuser-Busch 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.
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.
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