British American Tobacco, I Choose

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2000 Print Report A Problem

A classic femme Lipstick Lesbian look, very long hair, makeup, etc. And an almost-kiss. This ad includes a look to the viewer, perhaps inviting participation -- a fantasy for so many straight men.

The tagline "I choose" is an interesting double-entendre, suggesting her "choice" to be a lesbian (presumably a defiant one of independence), and also to indicate her independence in choosing a brand of cigarette.

Company

British American Tobacco

Brand

Lucky Strike

Industry

Tobacco

Media Outlet

Country

Spain

Region

Europe

Agency

unknown

AdRespect Themes

User Comments

Cece Benjamin

Though I'm not big on tobacco ads, I like the message I get from this one. Society is always trying to dictate to me as a gay woman how to be (straight! LOL) -- until I CHOOSE to be ME. Get it?

Alicia

UGH! How can this be in positive! This says that we can 'choose' our sexuality. You can't. It's inside you. Yes, you can CHOOSE to act on the attraction but..god, this should be in negative, really.

Vanessa

I think sexuality can be a choice for some people definitely. Great pic but I'd like it better if it weren't a cigarette ad.

Anna Davis

I don't really think there is anything wrong with this ad. As a lesbian, I think I made a choice...to be me and not pretend to be anyone else. The anti-gay community could say that sexuality (being gay) is a choice, but truly this ad doesn't seem to be trying to persuade their interests.

Aster

I don't understand what's so offensive about the idea of orientation being a choice. For some people it is. Either way, she's choosing to kiss the girl, not to actually be gay. Or perhaps she's bi and is choosing to be with a girl. It doesn't have to be small-minded, I think it's sweet.

Emily

It's terrible! It furthers the idea/stereotype/misconception that sexual orientation is a choice.

Megan

Oh, THERE is a wonderful message to send. "I choose my cigarettes JUST LIKE I chose my sexuality."

Naibed

This is... not so wonderful. The message sounds more like Lucky Strike is trying to diversify its cigarettes marketing strategem to reach the lesbian demographic. A way to compensate for the diminishing heterosexual market?

Phillip Paulos

I really enjoyed this ad.

Journey

I think the ad is referring to the brand name, Luckies, implying that the girl chose a GOOD girlfriend, but I see how it could be misinterpreted.

Lindsey

I will ignore the fact that this is ad is for a cigarette brand in order to give advice.

Running the same image with a different catch-phrase is more respectful to the community it is trying to attract. The image of "feminine" lesbians/bisexuals is positive, but the slogan "I Chose" needs reform.

Virg

Sexuality isn't a lifestyle choice. If it were, who'd choose the hard route? I'm worried by the apprehension in the eyes of the woman on the left. I wish she didn't have to be looking over her shoulder to show affection. If you look at all that space between her torso, she sems very far away from the woman on the right. Perhaps it has a parallel with smoking. I choose to kiss my lover in the street despite the possibility of being abused, just as I choose to smoke Luckies

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British American Tobacco, I Choose

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