WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Allied Domecq, She's Using You

Members:

A woman rides on the back of a scooter with a guy, but the text reads, "She's using you to get to your sister."

Heterosexual men may have mixed reactions to this ad, which could turn them on and yet make them feel rejected.

The tone of the campaign theme "Life is Harsh" puts a negative spin on this -- showing a duplicitous woman -- and another in the series that proclaims "She's a he."

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User Comments
B. Kavlan
In an atmosphere fouled by decades of homophobic images, this one is problematic. If homo- and bisexuality had historically been accepted in advertising, it wouldn't be. One out of hundred lesbian characters being duplicitous is realism; one out of one is de facto stereotyping.

Carrie
I agree with Illusionation's comments on this ad. The first time I saw it I cracked up laughing! I thought it was great then and I still think it's great now! It reminds me of my college days when I was still trying to walk the "straight and narrow", since it was expected of me (by my family) -- I was always checking out my male friends sisters or girlfriends!
This ad is all in good fun and should be taken as just that.

Gesine
I found this ad upsetting. As the wife of a closet gay, who has put me through a lot of pain over the years, I am very interested in these issues. I have left him a year ago and I am writing about my experiences. It is important to promote a positive image about gays and lesbians, so that it becomes a normal feature in every day life.

But straight partners should not be made ridiculous. It must be possible to make ads without hurting anyone or promoting adultery.

Brian Sanderson
I don't see anything negative about this ad. It's terribly clever, and funny. I don't see any real reference to the shady nature of Lesbian culture. I just see a really funny ad with a punchline. I love it. Note to self, lesbians aren't any more shady than me or anyone else.

Illusionation
It is not at all, to me anyways, depicting lesbianism in a bad light. It may be depicting "using people" and maybe "tricking people for your own satisfaction" in a bad light, but not lesbianism.

Kylenne Saizer
As an openly bisexual woman, I find this ad extremely offensive. It's a portrayal of the old and tired stereotype of the bisexual woman as duplicitous and two-faced. I just think it's ironic that bisexuals are so invisible, that even negative portrayals like this one go unnoticed.

Jennifer Rose
As a lesbian, I find this ad very humorous. Whether they're straight, bi, or gay, everyone has had a friend that steals their crush away from them. This sort of makes fun of the situation and examines the irony of the situation.