SABMiller, Tattoo
An enormous motorcycle guy walks out of a tattoo parlor and the narrator says, "This man thinks he's just pledged his undying love for his girlfriend Midge...he hasn't."
As he gets onto his motorcycle with a goofy smile, we see that there was a mistake in the name, which instead is the man's name "Mitch."
The narrator continues, "He also thinks he's tried new Miller Beer. He hasn't."
While this ad makes a joke about how a tough guy might respond when he finds out he's got another man's name inside a heart on his arm, the neutral handling of the ad makes it nonthreatening to both gays and non gays alike.
A longtime advertiser to the gay community, Miller Brewing realized it could not create a mainstream ad that would offend the gay market.
Miller has the distinction of being one of the few companies that advertises in gay media and also has a mainstream media commercial with a gay theme.
Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are stereotypically macho, the tone of many of the ads were more often negative.
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