WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Adia, They All Think We're Homos

Members:

2001 Cinema 100% Report A Problem

At a large business meeting in a board room, the company's leader yells at the employees who are looking down in shame.

"Gentlemen, the figures are not bad... THERE ARE NONE! By now they all think we're homos, and I am being polite. I don't know about you, but I AM NOT a queer. And I will NOT TOLERATE queers! Fortunately there's a guy among you who has some pride, it's Martin. If you have a few traces of manhood left, take HIM as an example!"

Then, he points out Martin, who must be closeted but is in fact gay. Later, he angrily kicks a garbage bin as his partner tries to console him. Then they walk away, with arms around each other.

The closing narration for this recruitment agency says, "Some days your work may become unbearable. Some days you regret not choosing a temporary job." The tagline: "You would like to work with us."

Despite the negative message the boss sends with his homophobic remarks, the commercial takes the gay man's point-of-view, showing him positively with his partner, yet leaving somewhat of a mixed message about the sexuality.

Company
Adia
Brand
Adia
Industry
Services
Media Outlet
Cinema
Country
France
Region
Europe
Agency
unknown
AdRespect Themes

Consciousness Raising

Same-Sex Affection

Same-Sex Couples/Families

User Comments
Andy
I think it's saying; 'If you want to work for a company that isn't homophobic, come work for us'. Unless I am misunderstanding the translation. In a wierd way I think it's meant to be positive.

Laurent
Being French, I saw other ads from this campaign (on racism and sexual harrasment) but never this one. As good as it gets, how "groundbreaking" is it if not aired ?... Oh, by the way, this campaign is FOR a temporary job agency, not against it.

Fyndra
I see this ad as attempting to debunk the myths about what gay men are like. Although the homophobic boss things that gays are weak and not manly, the one employee he's proud of and considers strong and manly is the one who's gay. It exposes the boss as the ignorant jerk that he is.

Farraro Sutton
This is a great commercial. It's not often that the bigotry of employers in the workforce is shown in such a way, but it's about time it was presented. Too many company heads just don't realize that there are gays and lesbians in all fields in the workforce. Ironically, they are too blind to see that not all of us fit the stereotypical image that they percieve us to be. Hopefully this commercial might bring to light to company heads that one never knows who's opinions are being spoken to. It's offensive to those who have to hear that person's personal view.

Lindsey
An eye blink makes the viewer miss the vital image of the boyfriends/husbands. Extending the airtime of the partners would be beneficial to the company and to LGBT inclusion through the media.

Alessandro Cintoli
I think that Martin's angry reaction is due to the fact that he had to bear negative comments about a sexual orientation he shares, and on top of that he was praised for hiding it. I would consider this campaign pretty negative.

Sonya
This is not a negative portrayal of gays; it's a negative portrayal of an anti-gay workplace / society -- the ad creators' idea of an intolerable situation. It does not show the employer in a positive light. That said, I'm not sure that this example was necessary for the ad in question -- and the fact that there is some humor involved in the ending makes it of questionable taste -- but I'm not firmly in the "negative" camp here.

Matt Hogan
I think it's brilliant. Unlike most of the ads featured on this site, it shows a believable situation, one that most of us who've worked in a corporate environment have experienced at one time or another. But what I find most refreshing about this commercial is the actor who plays Martin. He's so much more believable as a gay man than the adolescent shavers you usually find in this genre.

Related Ads
No related ads found

 

View all ads  |  Advanced Ads Search  |  Privacy Policy

Filter Ads

AdRespect promotes advertising that respects diversity, gender identity/expression, and sexual orientation for a more accepting society and better business results.