ICA Gruppen, Roger and His Fans/Roger och hans fans
Three gay men are in a grocery store and see their favorite employee (Roger) and, in unison, say with a lilt in their voices, "Heyyyyyyyyy!" (It is actually 'Hej', a typical Swedish greeting. Each employee has fans in this campaign.)
One of the men, wearing an earring and lots of rings with a pink shirt under his coat, asks, "Oooh, what's in this bag?" Roger replies, "That's Billy's Pizza. As in pizza from Billy's."
Peppering Roger with questions, another of the group (played by Jean Paul from the Army of Lovers pop band) asks, " What about these cute little jars?" Roger says, "That's just regular creme fraiche."
The third of their group, in a snappy shirt with sunglasses on his head, says admiringly, "You really know everything..." Roger, unfazed by his admirers, says, "Well, yeah, I've worked here a while, you know."
Continuing the questions, the second fan asks, "How about that, what is that?" Roger explains, "That's light yogurt." The man asks ironically, "Really? Why is it called that? Does it weigh less than regular yogurt?"
Roger, now stumped, walks off to ask.
Smiling with a head tilt, the man says, "He's really gorgeous." His friend adds, "Yeah, but a little stupid." He agrees, "You're not kidding."
This ad is part of a campaign that has won several Gold awards in Sweden advertising.
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"Gay people are shown in this collection as classic gay stereotypes, including leathermen, sissies and queens, but are otherwise accepted by characters in the ad. While some in the gay community now accept these depictions as "diversity" and "reality", others remain sensitive to them and do not."
I find the idea that this site is offended by stereotypes, a bit funny. Selling a product requires marketing, and mathmatically one wants to make a consumer feel individual and bond with the product, while at the same time reaching as many possible viewers. It's a mathmatical matrix. Stereotypes are used all over television commercials; the 'stay-at-home mom', the 'working mom', the 'frat boy', the 'hot chick', etc.
All of these are stereotypes, and they are used because a large segment of the viewers will identify with them. I won't say that this form of condoned societal labeling is good, but I just want it stated that it is in no way specified to the gay community. It's pure social psychology, dollar-focused capitalism, marketing mathematics--don't take it personally.