Cannes Lions International Advertising Festival, Only Share with your Wife

A man in a white blazer takes a cherry out of his drink and seductively puts it in his mouth. He then tries to feed it to his partner in a romantic gesture. But, surprise! His partner a man and is not interested in taking the cherry or the other man's romantic gesture. He makes a disgusted look. Upset, the man in the white blazer drops the cherry back in his drink and looks away dejectedly.

The tagline goes on to say, "There are moments in Cannes you can only share with your wife. Cannes: Come for business. Come back for pleasure."

The man in the white blazer is then seen again sitting next to an unsuspecting man on a bench, who he attempts to touch.

This ad breeds a sense of exclusivity against gay people in Cannes with the tagline, "There are moments in Cannes you can only share with your wife." Also, the creepy looks given to the man in the blazer create a tone in the ad that his behavior is abnormal. Therefore, this ad receives a Negative rating.