Bass Hotels & Resorts, Hot Tub

Members:

2006 Television 60% Report A Problem

Two businessmen relax opposite each other in a hot tub, discussing their day at work.

They are mid-conversation, as one of the men says, "About Zach, yeah..."

The other adds that he's very proud of Zach.

Puzzled, the first businessman clarifies: "Really?"

The audience infers they're talking about a business presentation earlier in the day when he responds, "Yeah, I thought you both did great today."

Zach approaches the hot tub, and is welcomed: "Hey Zach. How you doin'?"

Zach doesn't respond but slides into the whirlpool, placing himself directly next to one of the other men. He sighs to confirm his satisfaction as sinks in...next to (and touching) his business colleague, then doesn't move away.

After a pregnant pause, the already-soaking businessman feels his space is invaded, and scoots a couple feet away. He verbalizes nothing, but shows extreme discomfort in his face at his colleague's brief disregard for proper heterosexual male behavior.

The screen reads: "Relaxing Pools and Hot Tubs," and the Holiday Inn logo appears.

The ad earns a Negative rating because the "violated" businessman overreacts, and there is no attempt at inclusive humor.

Company

Bass Hotels & Resorts

Brand

Holiday Inn

Industry

Hotels/Resorts

Media Outlet

Television

Country

United States

Region

North America

Agency

Fallon Worldwide

AdRespect Themes

Homo-queasy

User Comments

Andrew Ogus

It's called personal space, and it's a universal phenomenon. In America we tend to want more than some other cultures do.

Warren

I actually thought it was kinda funny. Whether you are straight or gay, if someone, be it man or woman sat that close to you in a hot tub, you would have the same reaction. I don't think it was "anti-" anything.

Norman

Even if all three guys were 100% gay, anyone might move away if a co-worker invaded their space like that. In fact, the guy who moved handled it rather tactfully, rather than making a scene.

Andrew Ogus

Not only is it stupid but it's also pointless.

Bobby

Come on! This ad is good. This is the way men react. We need our space. In the bathroom, you never pee next to another guy unless you have no choice, and even then sometimes you just wait. Obviously, in a bathouse it's ok to sit like that next to another guy, but not in other environments.

Alessandro Cintoli

I don't really like this ad but I think it should be put in context. It belongs to an advertising series called "The Crib" where these three businessmen behave like total jerks most of the time, putting themselves and others in embarrassing situations. They are the kind of straight guys even other straight guys would rather not hang around with.

jamesfan

This is a baffling ad. I am not sure what they are trying to say by having Zach sit so close to the other guy such that it would somehow sell the Holiday Inn. I can only assume that they are saying, "Look, you relax so much at this place that you gg and forget yourself and practically sit on top of another guy?" Whatever. It is way too ambiguous - in a bad sense - to be good. Ultimately, it comes across as straight men getting all fidgety and nervous about gay men. How does this sell a holiday inn?

Alex

I feel indifferent about the ad. It seems that the man might have just been upset that anyone just sat next to him like that.

Mike

I don't think it's negative at all. The guy violates personal space and doesn' realize it. We've all had to deal with the close-talker in the office. This isn't about being gay or straight. Lighten up.

Janice

I don't think it's really that bad. I don't think the guy in the hot tub was expressing discomfort at Zach's "disregard for proper heterosexual male behavior" but rather Zach's disregard for proper behavior in general. I would have that same reaction if a co-worker did that to me no matter if it was a male, female, or otherwise.

Jose

I don't see anything wrong about this ad at all. I'm a gay guy, and if I were in a similar situation (a guy I worked with, or barely knew, practically sits on my lap in a hot tub) I would diplomatically ease myself away also. I don't get what the ad is trying to say or sell, but as far as being homophobic, no way.

Scott

This is about a boundary, not about "proper heterosexual behavior." I don't understand how merely moving over to preserve personal space is an overreaction. I'm wondering how the "proper" way to address the situation should be. I mean come on now, the guy nearly sat on the other guy's lap...is that "proper homosexual behavior"?
Is it safe to assume that homosexuals have no sense of personal boundaries and does your assessment of the "extreme discomfort in his face at his colleague's brief disregard for proper heterosexual behavior" feed into that possible assumption? Sure, it's not great advertising -- I guess the gist is HI's accoutrements are so relaxing that people lose sense of inhibition...but it hardly portrays homophobic or anti-gay behavior. It's not about internalized homophobia, but rather an established boundary.

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