WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Mandarin Communications, Opportunity

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Reported in the South China Morning Post as "charged with gay sexual innuendo in what appears to be Hong Kong's first major attempt to target the 'pink dollar,' " this gay vague commercial shows three men in revealing dress, one of them kneeling, beside the words "You can't miss this opportunity." (The Chinese character for "opportunity" is pronounced "gay," and has the same meaning in Cantonese as in English.)

The ad also urges customers to be "happy together," borrowing from the title of the well-known gay film directed by Wong Kar-wai. A Sunday television commercial has a similar theme.

Sunday spokesman Mark Chan told the newspaper the advertisement was not explicit about whether the men featured were gay. "We haven't said they are or they aren't, so we let the audience think about it. Our objective is to think of an interesting story with eye-catching characters."

Chan said the advertisements were meant to portray the men involved as ancient Chinese heroes. He said heroes were represented by the number 10, and adding that to the three men made 13, the cost in cents per minute of a call with Sunday.

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