Finlandia Vodka, Animated Kiss


This sexy, animated commercial is set in a hip dance club to a high-energy techno song. Various people come on to one another, and then two women dance round one another and grab each other for a mouth-to-mouth kiss.

There is no implication to the women's action, who appear to be there for their own enjoyment, making it an inclusive ad.

Alcohol companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the beer 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 often negative.

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