Pilsner Urquell, Deflate

A hapless young guy, escaping a downpour, ducks into a disco. The place is lively and pleasure crosses his face as he makes eye contact with a woman.

The picture stops, a big red arrow points at her flat, hairy chest, then begins again as she chuckles stupidly. The guy gets a startled, grossed-out look on his face and text reads "Beware of imitations."

At the end, the announcer says, "Pilsner Urquell, the only original."

The company ran a mainstream market ad in Profile Pursuit's national Pride guide book.

Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.