James, Gay Architect

Queeny Architect: "Actually, four times a day I do go home -- to check what my cat is doing. They are great these cameras -- I check in the net whether the closet-door is closed. Since she shouldn't go in there -- the cat -- in the closet.

"Lately, an sms from James -- movement in front of the new sofa -- I turn on AC/DC. Cats don't like that kind of thing -- me neither -- but I am not there.

"And at night, James turns on the light in the bathroom -- since that is where the kitty-box is."

Announcer: "With James, you can operate your house through cell phone, telephone or
internet. Now available everywhere where they sell computers."

Architect: "Hmmm, just quickly checking again."

At the end of the ad, the message is, that "James" is looking after the home (or helping to do so), rather than this other man -- to whom no further reference is made.

Overall, according to German gay market specialist Michael Stuber, the ad could just as well be seen as non-gay, as the assumption that the name James is referring to the other man may or may not be made by the audience. The same applies for the interpretation of the architect's "personal style."