WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Brasseries Kronenbourg, Girlfriend

Members:

In an almost identical storyline to a Molson Dry commercial, a guy spots an attractive woman on a dance floor.

He goes over and whispers sweet nothings into her ear as she makes doubtful faces. He's obviously offered to buy her a beer and they go over to the bar.

She thanks him and proceeds to take her beer, as well as his, and walks away--bringing it to her glossy, blonde girlfriend. He looks on with a silly smile, realizing the mistake he'd made. The gals put their arms around each other and smile at him.

The lipstick lesbians in this commercial come across as a bit alien. Typically, they are there for the male gaze, almost fulfilling his fantasy but staying out of reach.

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 ads from Stroh Brewing Co. for Old Milwaukee. 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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User Comments
Reesa
I am uncomfortable with the fact that she takes him up on his offer to buy her a drink and the fact that the "doubtful glances" that she shoots him according to the summary appear very misleading to me. The ad comes across more as a lesbian woman taking advantage of a straight man by leading him on by pretending to give in to his advances until she gets what she wants than as a healthy portrayal of two lesbians out for a night on the town when a man mistakenly comes on to one of them.

Shquita Jackson
This picture is hot I wish I could have sex with them, that's how good they look!

Terrence
I don't get what you mean by these lesbians coming across "as a bit alien". They do not appear to be "there for the male gaze" They are obviously there together to enjoy themselves. Just because they are beautiful and feminine, and may be fodder for straight male (and lesbian) fantasies, does not make them "alien". They are unreachable for that straight guy because they are lesbian.