Sabre Holdings Corp., Stewards

Members:

2003 Television 73% Report A Problem

A series of flight attendants addresses the camera with numerous sexual innuendos:

"Hi, I'm Carl, and I just want to take care of you," one lilts in a soft, American voice. "I'm Jorg, and I service hard," says another in a deep voice.A French one says, "I can get you off first thing in the morning."

With confidence, the next states, "Heathrow/Gatwick, I go both ways." Another, with limp wrist and effeminate voice, "I'm direct, I'm not into stopovers, but I will do the red eye."

Then, getting competitive, the French one adds, "Pick me if you have a tight budget." The American chimes in, "I have a full range of films if you like to watch." An Asian man says, "I'm VERY exclusive."

Then, it gets more intense. The American says lustily, "I'm VERY accommodating." The Swede says, "I can go to 12 hours without feeling tired." Another adds, "So just recline, let me service you."

The rapid-fire comments stop and text says, "700 airlines competing for you."

The print version, complete with pink background included, also plays into the stereotype of gay flight attendants. Each one poses as his own supermodel full of attitude, holding signs.

Company

Sabre Holdings Corp.

Brand

Travelocity.com

Industry

Travel/Tourism Bureaus

Media Outlet

Television

Country

United Kingdom

Region

Europe

Agency

St. Luke's

AdRespect Themes

GLBT Punchline (laughing with)

Sissies

User Comments

Eric

This ad is funny.

Thom

I thought the commercial was very funny. Even though they did use gay stereotypes....but come on, I think that everyone (gay or straight) has a certain image of a steward!

Michael Warner

Our community doesn't need to support sterotyping. We do it to ourselves, if we allow it.

FDK

This ad would work just as well if it used female flight attendants. But for some reason they chose not to use a heterosexual theme. Could it be because while that would be lewd and inappropriate, it's considered perfectly acceptable to use gays, as it's then funny instead of sexual? And is anyone else offended by the idea that our sex lives are somehow a joke?

Russell

At least the innuendos will now be legal if performed.

Andrew Ogus

Isn't the use of humourous stereotyping a good sign?

Max

I think this ad is sort of sexy.

Mark

Wow, a glance at the back of any gay rag or sex chat-room or phone line should reveal that our sex lives are, in fact, almost a total joke. How can anyone, especially us homos, take gay sex too seriously? It's hilarious. I laugh while i'm doing it.

Keith

When I first saw this ad I just found it hilarious!

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