WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Mozell, Firefighter

Members:

Outside for an afternoon marriage, the groom is about to hand his bride the ring but drops it into a pipe in the ground. Suddenly, a storm erupts, pouring rain onto everyone and lightening strikes their house behind them.

At that moment, the groom finds the ring but a firefighter has already shown up for the house and removes the helmet to reveal a long haired, blonde woman.

The firefighter carries off the smiling bride in her arms, as if across the threshold.

The abandoned groom sits down at the empty wedding table to have a drink. He pops off the bottle cap with the now-useless wedding ring and actually smiles. The tagline is "There's always Mozell."

This is the only example in the archive of a woman in "drag," as the firefighter. Nonetheless, the glossy firefighter plays to the Lesbian Chic fantasy of straight men, with her long hair and makeup.

User Comments
Fyndra
I'm not sure this is as positive as it first appears. What's happening in it? Well, on what should be one of the best days of the groom's life, suddenly horrible things start happening. He loses the ring, it starts raining, his house is struck by lighting (presumably with all the guests inside), and his almost-bride leaves him for a woman. How is that not portraying being left for a woman as a bad thing?

Jillian
I like the ad. The man was not protrayed as being emasculated by having his bride leave him for another woman. In truth, if something like that happens it is just life, not a reflection on his manhood (or womanhood should the roles be reversed). I think that is a positive message everyone, especially American men, should hear.

Beth
This is my favorite of all the commercials. When the person steps out of the light and the camera moves to her face, she has such a look of longing and expectation. Her hero has come to sweep her off her feet. I cannot think of many commercials that exhibit "romantic" lesbian love. Even lesbians have fantasies (or at least this one does).

Anders Engebråten
I don't think the makers of this commercial try to aim at the lesbian fantasies of men. Directly translated, the punchline says "Nobody can take away your good taste". He lost his girl, but he still has his Mozell.

Rae
I especially love the look that the bride gives when she first sees the firefighter. She seems full of such hope and yearning, that's what really sold me on the commercial. It's such a beautiful shot, the way she looks at the other woman. I also like the calm way the groom responds, I'd rather that then him being all 'grrr'.