Anheuser-Busch InBev, Torso Dance
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.
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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User Comments
Jenn
The interesting thing about this ad is that unlike other queer Bud Light ads, it does not have a rainbow or modified text in place of the standard red, white, & blue outline of the mainstream campaign. This ad, like the woman with a bulldog black-and-white ad of the same campaign, does not make a point of emphasizing a non-heterosexuality of the model. This gets to my question...what do the advertisers think makes this a gay and lesbian campaign, and do queer consumers accept this ad as target marketed to them, or do they react as if this were just another mainstream ad? From what I read, corporations who market to the GBLT community enjoy an abundence of brand loyalty. I wonder why Bud Light would choose to have 1 ad in this series have the rainbow logo, and 2 ads to be ambiguous about the charecter's sexuality. I mean, if your going to market to us then go all the way, right?
Scott
I am not a drinker, but suddenly I want a Bud Light.
Caswell
I love your ad, Bud. Budweiser is for me.
Surfag
Right. Be yourself as long as you're a hunk with pecs and 2 percent body fat.
Alexander
Could I drink Bud-lightand look like this? Be real!
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