WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

ABC Canada, Dark Secrets

Members:

2004 Television 43% Report A Problem

Two mechanics are at work when the older of the two hands a form to the younger one as he says, "Hey Andy, the boss wants you to fill out this form."

Embarrassed, the young mechanic wants to admit that he's not able to read, but he fears judgment. Andy says, "Rod, You're not gonna believe this, but..." He is interrupted as Rod says, "I almost forgot. I'm not coming in tomorrow." Then in an unlikely flip manner adds, "Ya know, lately, I've been thinking about becoming a woman, so I'm going to go in for one of those free consultations."

The voiceover chimes in to say, "Maybe your dark secret isn't as dark as you think. If you have trouble with writing, reading, or math, look under 'learn' in the yellow pages."

The concept is that one shouldn't be ashamed of illiteracy, because other people may have something "worse" to hide -- such as being transgendered -- earning this ad a rating in the negative range.

Company
ABC Canada
Brand
ABC Canada
Industry
Public Service Announcements
Media Outlet
Television
Country
Canada
Region
North America
Agency
ACLC
AdRespect Themes

GLBT Inclusion

Problematic Language

User Comments
Ellen Braun
I don't see any negative messages about transgendered people in this ad. The older man's casual confidence mentioning learning more about becoming a woman in an off-hand way is, I think intended as an example for the younger man who has trouble reading. Why would there be any implication that him educating himself would be negative, when the idea of the ad is to encourage others to overcome their fears? I can't find any hint of a negative message, and in fact, I find a strong positive and unexpected role model in overcoming what seems to the younger man to be an insurmountable problem!
Please reconsider your classification. (Did you contact the makers of these adds, and if so, did these people respond?)

Anonymous
What bugs me most is the ending--the point of the ad is illiteracy, yet the viewer is encouraged to look under 'learn' in the yellow pages? How intelligent is that?

Anonymous
As I watched it, I felt it made light of transgender issues as a means of suggesting this previously taboo subject is no longer one (in the context of this commercial's universe). I guess I found it charming that it was willing to depict this gruff factory worker as someone willing to discuss his transgender concerns. Even though I completely understand that it was talking about "dark secrets", I felt it was being pragmatic but also adding that these secrets need not be dark or secrets any longer. Just my two cents.

Anonymous
I don't see the negative implication in this ad. The older man clearly doesn't have a problem revealing his interest in becoming a woman nor does he know what the younger man is about to reveal, so the ad does not imply "At least you're not transgendered." I think the humor here is in this 'unlikely' character being so nonchalant about something many hide, in the same way many people try to hide illiteracy. It seems to be saying that none of need to be ashamed of what we are. Instead, we should do what we need to make us better self-realised. THANKS!

Roberta
What's disturbing is that there is absolutely no earthly reason for transgenderism to be in this ad! The older guy could have easily said, "I'm going for a hemorrhoids exam" or, "My Star Trek collector plates are arriving" and it would have been just as funny, made the point and not managed to be so creepy.

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