WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Yard Fitness, Coverage

Members:

Three sweaty guys are in a time out meeting at an outdoor of pick-up basketball court. One says definitively, "I can't cover this guy, man."

Another says, "I don't want to cover him." And the third asks, "What are we gonna do?" They seem quite intimidated by the abilities of another player not on their team.

They're interrupted by another player who barks, "Okay, ladies, let's go! Time out's over!" It's the man they referred to, and he's totally naked except for his sneakers. (His genitals are digitized.)

The game plays and he's quite successful, partly due to his abilities and partly due to his use of his nudity against his opponents who are grossed out. He blocks by sticking his rear into them or poking out his penis, and in one shot even "flies" over another, with his penis nearly in the opponent's face.

The players duck for cover and curl their lips up at his nakedness whenever he gets near them.

The tagline for this Hermosa Beach, California, gym, "Feel comfortable in your own skin" seems to apply only to the naked man and not to his homophobic opponents.

User Comments
Renee Miller
I don't find this ad homophobic. I think, at times, the GLBT community is guilty of reading to much into something and taking things too personally, perhaps projecting in-group bias instead of taking the situation from a non-bias perspective. Relax, this commercial wasn't about homophobia.

Scott Zimmerman
This isn't homophobic. It has more to do with people not liking nudity. But really, who wouldn't be slightly disgusted in this situation?

Shannon
This is hilarious. I don't find it homophobic at all -- anyone who has played pick-up will agree that overing a sweaty, shirtless guy is gross enough, never mind a naked one.

Tim Lizst
I agree. What's homophobic about this?! Who really wants a man's ass or genitals pushed up against you during a game of basketball?! I think it's quite funny.

Joey Blue
This ad not only shows an aversion to another male's natural body, but feeds off of the homophobia that has risen since the post Stonewall visibility of the GLBT communities. As visibility of the GLBT communities has risen, the more young men have become uncomfortable with the male body. Look how long and baggy shorts and shirts have gotten in the last fifteen years for men. The use of showers by high school athletes has practically disappeared. Studies have shown an increase in anti-gay hate crimes. This ad may seem humorous on the surface, but it does play into homophobia and negative feelings related to nudity in general. Notice that the genitals and buttocks have been pixilated. That in itself proves that we are an anti-nudity culture.