AdRespect Advertising Education Program | WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY - Video Ad Library: Charal - Charal

Company: Charal
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Brand: Charal
Ad Title: Coming Out
Business Category: Packaged Foods
Media Outlets: Television
Country: France
Region: Europe
Agency: Leo Burnett Co.
Year: 2002
Target: Mainstream

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Theme(s)

Gay Tease

Problematic Language

Theme Breakdown

AdRespect Score Explained

AdRespect Score:

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In a dramatic revelation, intended to mimic coming out, a son announces to his parents: "Dad, Mum, I have something to tell you...I like meat."

His mother is devastated, "Ohhh," his father shouts, "Meat!!" Trying to explain, their son says, "Dad, it's not your fault." his father asks, "What did we do wrong? What did we do wrong??"

The son announces, "I'm leaving," and drives home to eat a meal by himself. Narration says: "Don't be afraid anymore to say "I like meat"... "

Rich , Notts, England
I think that this ad is mis-categorised. It draws an anology between the ridiculousness of having to come-out as a non-vegetarian and a gay person. It sheds coming out in a positive light: a difficult and often painful process but one based around irrelevance and non-issue.

Guaca , Huntington Beach, CA
I don't think this commercial was inappropriate. Instead of humiliating the LGBT community, I think this commercial tactfully makes use of the difficulty of coming out, exposing the mainstream media to the process, while not being pejorative in any way. Sure, it's funny, but hey I laughed, and my coming out was much worse.

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