WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Foreningsparbanken, Saturday Night Dance

Members:

This Swedish financial ad opens with an outdoor party scene, as couples are dancing to a live band on stage.

As a practical joke, a drunk man runs into the crowd and slaps another on the back while he is in the middle of talking to a woman, forcing him to spit beer all over her. Instead of being angry he is laughing, suggesting they are old friends.

Without a word to the woman, both men run into the woods screaming, then wrestling playfully. In a hold, they fall to the ground in their embrace and are obscured from vision except for their feet. One foot then seems to caress the other, as it appears their playfulness has turned romantic.

The commercial closes with the caption, "moving in together?" Then it offers page 13 of the Bank Book, which offers financial advice.

It's possible this could be read as a bisexual man, since he started off talking to a woman, that he simply had a drunken moment, or that he was gay all along. However, given the tagline, it suggests the latter the most, though the actual interaction is so obscured by the woods as to leave it in question.

User Comments
Anthony St.
I love it. It plays well with your expectations, then blows them wide open.

Adam
I thought the ad was great, except for the fact that this company is trying to make money off of the gay community by making us visible in their ads. Of course, that would be true for any ad where we are portrayed!