WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Saturday Night Live/Broadway Video, Schmitt's Beer parody

Members:

1991 Television 100% Report A Problem

This precocious "Saturday Night Live" parody is remarkable because it broke through very early before most real gay-themed advertising.

Starring Chris Farley and Adam Sandler, the ad is funny because it uses all the standard, sexist images of beer ads and turns them onto their ear by using men as the objects of lust.

The guys, who are watching a house for friends, discover a magic pool in the back that becomes a party when the water is turned on. Sandler and Farley are suddenly surrounded by tons of hunky men, with whom they frolic in the pool. They even aim a video camera at a guy's crotch.

Ironically, not long after, numerous brewers have turned to gay themes for their real ads.

Company
Saturday Night Live/Broadway Video
Brand
Schmitt's Beer parody
Industry
Alcoholic Beverages
Media Outlet
Television
Country
United States
Region
North America
Agency
Saturday Night Live
AdRespect Themes

Same-Sex Affection

Stereotype Twist

User Comments
Darus
Any beer company's marketing department that thinks this should not go into their beer commercial hall of fame is just dumb.

Herman Puller
What a funny ad. It really captures the gay lifestyle and the "grab ass" sexual promiscuity of that community.

John
This ad parody depicts gay men as being stereotypical party animals. Once again SNL, or Snail as I call it, has offended me. I'm not feeling this ad or anything Snail does.

Cim
Personally, I don't understand the beef some of the people commenting have with the commercial. The joke isn't necessarily supposed to be about gay men being promiscuous party animals, it's just taking the standard "hetero frat boy surrounded by scantly-clad babes" beer commercial and turning it upside-down. And amusingly so, too.

Joe
Too Funny! This parody gives the "T*** sell beer" philosophy an appropriate pie in the face. It didn't stop beer companies from using sex to sell beer, but it made us all laugh at the efforts and treat them with the appropriate cynicism they deserve.

Doug
I thought this ad was simply hilarious. It played beautifully off of the standard 'T & A' stereotypes in most mainstream beer ads.

EHursh
I thought the Schmitt's Beer ad was
screamingly funny - partly because it
*does* turn the standard images of beer ads on their ear, and partly because I'd recently seen some home movies taken by a gay cousin... had all the same kinds of butt-and-crotch closeups that the
parody ad had.

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