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Delta Lloyd - Thugs

Company: Delta Lloyd
    View Company Scorecard | Contact Company
Brand: Delta Lloyd
Ad Title: Thugs
Business Category: Financial Services
Media Outlets: Television
Country: Netherlands
Region: Europe
Agency: TBWA Worldwide
Year: 2005
Target: Mainstream
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As hardcore hip-hop plays, a group of intimidating-looking thugs hang out in an abandoned parking lot. They are flanked by a parked black Cadillac Escalade. A small, flashy red, "souped up" vehicle pulls into the lot and up to the men.

The thugs look at the car in approval, as if one their friends might be at the wheel. The driver's side glazed window rolls down, revealing two teenage white boys juking to disco music. One of the boys grills an oppressively sized thug from top to bottom. This man is not amused, but he's also not apparently offended at the suggestion. Then, the two boys' heads start snapping in unison to the left, and then the right.

In the context which this scenario occurs, among a group of ultra-masculine heterosexual men, this straight man's relatively unfazed reaction to a homosexual pass is considerably tolerant, getting the ad an Equal rating, even though the white men are rather ridiculous.

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John , Dallas, TX
I just hope that wasn't really a pass. Because if the ad agency thought that is what gay boys think is cool, I am deeply offended. I think it's more likely the kids in the car were supposed to be typical suburban white boys that think they're cool with a pimped out ride going someplace that they probably shouldn't, bolstered by the confidence of their good insurance.

Dan A. , Twin Falls, ID
I just think that they were boys who thought they were being cool with their tricked-out ride. I really didn't see any gay there.

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Skater
Company: Delta Lloyd
Brand: Delta Lloyd
Country: Netherlands
Region: Europe
Year: 2001


Ice Skater
Company: Delta Lloyd
Brand: Delta Lloyd
Country: Netherlands
Region: Europe
Year: 2002, 2000, 1999


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