Farve Glede gay commercial

Title: MARY
Farve Glede
Company: Farve Glede
Business Category: Home Decor
Region: Europe
Agency: McCann-Erickson Worldwide
Year: 1999
Target: Mainstream
Ad Spotter: Catherine Benmaor

Themes: Affectionate Displays, All Lesbian-Themed Ads, Couples, Selling Gayness?, Sporty Women/Tomboys/Butches

A frustrated woman -- searching for the right relationship that lets her express herself with a particularly bright shade of yellow paint -- begins by saying, "In 1979, I moved in with John." He didn't like her paint choice or the little ceramic bird she pulled out, which he laughed at hysterically. "Oh well."

Next, in a New Wave apartment, she says, "And it must've been '85 when I moved in with Peter." He looks injured when she starts painting his otherwise black-and-white decor with her bright yellow. "Peter 'perfect.' "

Moving ahead to the '90s, she says, "But it was William that I married." He obviously was so unresponsive he didn't care what she did. "Three years... with William." She dumps her wedding ring into the paint can.

Finally, she settles down...with a woman and a new shade of paint. "And now, me and Mary. Mary and me."

The very gay-friendly tagline: "Change is the spice of life."

This commercial is remarkable in its apparent acceptance of a same-sex relationship as not only on par with opposite sex ones, but also as better for happiness. It almost seems to sell gayness better than paint.
After generations of invisibility, in these commercials guys actually get their guys and gals get their gals. Kisses and affectionate displays are enjoyed by same-sex couples in the imagery, transgendered persons are a non-issue, Gay Pride is celebrated and some commercials even seem to sell the idea of being "gay" more than the product. These ads exceed Commercial Closet's Best Practices.

Category:

Entertainment

Tags:

• Farve
• Glede
• gay
• commercial
• fashion

[yogertlvr]

the first guy looked alot like Napolian (sp) Dynomite. LOL This one was very sweet. looked later 80's ?

[sardonicsteve]

aww. That's sweet.

[screamoqueensimi]

That ad made me happy.

[ApAtHeTIcBuNnY]

lol I loved Peter's expression..