WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Dobbelman Donker, Dress

Members:

Dutch public television carried an ad for this washing powder for dark clothes that puts a neutral spin on transgendered youth.

With happy music playing, a man comes into the room of his son. The teenager is standing in front of a mirror while putting on a dark sleeveless dress. The father is shocked and the music stops.

The son, who shows no sign of femininity, replies with a natural tone: "Pa, wouldn't you say that the color has faded?" And the music resumes.

The tagline: "Dobbelman Donker takes good care of colors."

While the son shows little sign of shame, the father is obviously aghast that his son is wearing a dress.

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User Comments
Lori Buckwalter
I find this ad to be positive, even though it includes the father's apparent surprise at the garb his child is wearing. What makes it remarkable is the natural sense that is conveyed by the young person here - as if there was no real issue other than the color of the dress. While the theme of gender variance gives the ad its hook, it does so in a way that does not make the young person seem shameful or abnormal. The relationship with a parent in this context also tends to deemphasize possible sexual connotations of gender variance.

Graham
I think the father is showing surprise that the colour is not faded.

Andrea James
This is cute, and the dad’s response is surprise but not disgust.

Beth
I agree, and think that the father looks surprised rather than aghast. I'd give it an *=*. To be a *+* I think it would need to show the father being, or becoming, supportive by the end of the ad.

Andrew
I find nothing negative in this ad. The father looks surprised. It could be because he's ready to go and his son is still dressing, after all. But I don't think he looks upset or aghast or anything negative.

Robert Stein
I don't think the father's expression is anything more than surprise. Even the most understanding and supportive parent would be surprised to find their son in a dress. I think this ad deserves a "=" if not a " ".

Janine
Yes I think the father does show some supprise at first that is son is wearing a dress. however he seems accepting of the fact. I think that the son does show some feminity when he turns back around to face the mirror and puts his hands on his hips in a femine manner.

Laura
I also agree..... perhaps the dress belongs to Dad! In that case, his being surprised might take a different spin. If dad knows if the dress has faded he must have some knowledge of what this frock looked like earlier.... yes? I say an "=" would be about right.