Clothestime, Dance
A sexy woman in sunglasses and high heels walks onto a white background with a boom box and begins dancing while stripping. Eventually, we see that it is a muscular guy.
A female narrator says, "If Clothestime can make Paul look this good, imagine what we can do for a real woman."
Of course, it's the makeup artist that makes Paul look "good," much more than the clothes. The joke here is the age-old cliche of "Surprise, she's a man!" which is not too nice to transgendered people.
This spot accompanies two others from Clothestime -- a similar male one and a much more flattering one for lesbians.
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User Comments
Guy
I must admit that this ad is not the most brilliant I have ever seen. However, I don't perceive it as being so offensive to gays. At least, they say the guy looks good! And they show a muscular transvestite, which is a pleasant change of stereotype, if I may say so. As for the "real woman" remark, I don't consider it anti-gay at all. No matter how good a man may look in drags, he will never be a real woman, let's face it!
George
I'm not sure why a cliche automatically ranks negative. If that were the case, High Art should have flopped. If it's done well, it will carry itself just fine, and I think this ad worked. The genderbending is sexy as hell and the setup is just like a fun night at the club. The music works. I think pointing out the makeup instead of the clothes misses the point. It's more a lifestyle/attitude approach than simply a look-at-the-product approach
Dave
Clothestime is showing its anti-male bias with this ad campaign. They are inferring that Paul, and other males, really have no business wearing their line of clothes, and that it is somehow "unnatural" or "abnormal" for Paul and any other male to want to do so. And Paul is not a "transvestite", and not all men who wear women's clothes are in "drag" or gay. And men who are in drag, or wearing women's clothes, are not trying to be real women! The Clothestime clothing store chain has shown its anti-male, as well as anti-transgender, bias with this and their other ads treating crossd-ressing men as some kind of "freaks" and inferring that it's "not natural" for any male to wear their line of clothes. I take offense at this as a long-haired male because this is also inferring that long hair is natural only on women and that all long-haired males are necessarily some kind of "transvestites". As a cross-dressing man I shop at women's clothing stores, as other crossd-ressing males do, so I don't think it's wise for Clothestime to insult and degrade some of its potential customers. I, for one, will never shop at or do business with Clothestime.
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