Carlsberg-Tetley Brewing Ltd., Cross Dresser

This campaign has a hero crossing the country in various situations and in this TV spot, he ends up in a bar where he is approached by a tall, aggressive transgendered person. Despite being a tough looking guy, he has a "Help me!" look on his face as the other puts an arm around him.

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.