Sony Corp., Invisible

Members:

2003 Television 30% Report A Problem

Three college guys sit on steps outside their university and one says to another, "Hey isn't that the girl you took home from the club?" As he watches her walk up in a summery skirt, with long curly hair, he admiringly mumbles, "Hmmmm, aww now now...."

She turns, flipping her big hair out of the way, and smiles, saying, "Heyyy Tiger!" -- in an obviously male voice, despite the convincing female appearance. She walks away, doing a silent "Call me" with her hand as a phone.

The guy's two friends, who'd been smiling at the attractive woman, now have fallen faces. They look at each other in shock, then start laughing at the same time.

Their friend, who'd first been a hero, is now a loser and he drops his head in embarrassment and shame.

The commercial then switches gears to actually advertise the video game it is for, as the announcer asks, "Ever wish you could become invisible? Welcome to Tenchu: Wrath of Heaven. Become invisible! Silence your enemies! ... Take on your friends in two vicious multi-game modes. Because sometimes your friends need to be silenced!"

The final image is of the friends laughing hysterically at the guy.

Company

Sony Corp.

Brand

PlayStation 2 - Tenchu

Industry

Media Outlets: Broadcasters-Publishers-Online-Games-Music

Media Outlet

Television

Country

United States

Region

North America

Agency

DMB&B Worldwide

AdRespect Themes

Dude Looks Like a Lady

GLBT Punch Line

User Comments

Willam

Hi. I'm the actor portraying the "girl." In looking back at this commercial I'm sort of sorry I let myself be used as the butt of a joke. But I'm more sorry I didn't get my roots done first.

Skip

To the actor who portrayed the girl in the play station ad: fear not my friend, you looked great and I don't regard you as the "butt of any joke." Way to go!

Todd Hill

Ah, yet another original, sophomoric "let's make fun of the trannie and his 'mark'" ad. Except for the "trannie's" (read: actor's) performance, which was to perfection, the rest was predictable and... yawn. Boring. The announcer states at the end of the commercial that the game is rated M for mature. I think the advertiser should be rated I for immature. In the 21st century can these agencies not find SOMETHING other than the tired old nag of minority sexuality to base their Animal House humour on? Or have they forgotten to move their offices out of the frat house at "Beta Sigma Caca"?

Andrea James

Disclosure: I know the actor in this spot. This is pretty typical misdirect, but the reaction of both the guy and friends indicates that being attracted to a transgendered woman is shameful and humiliating.

Victoria

This commercial is deplorable. Perhaps pale-faced 20-year-old boys (who spend all their free time indoors playing video games) might find this ad humorous. That was obviously the intended niche the marketers were targeting. However, "jokes" against ANY minority are NOT FUNNY. Transgendered people are the least understood of all minorities and also suffer the most physically violent forms of discrimination. This ad does nothing more than condone further social ridicule and continued violence against transgendered people. Being able to silence one's enemies in a violent video game is the answer to humiliation and discrimination?? Also, it is left to the viewers perspective as to "who" is going to be silenced in the cyber world. Sadly, ads such as this one are as much of a "thumbs up" license to commit real-life violence as some troubled young man might need. The makers of this commercial are pandering to possible violence against real, live human beings just to make a buck! Shame on you!!!

Jon

I don't see the negativity. The people the ad is implying should be made "invisible" are the guys laughing at their friend. It isn't implying that the guy who likes the transsexual/drag queen should disappear or wants to. I interpret it as "make intolerant people disappear, even if they are your friends," as opposed to "make people who are different disappear."

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