Gay Philippines, 17th Philippine Ad Congres

Target Market
Brand: Target Market
Company: Cebu Ad Congress
Business Category: Miscellaneous
Region: Asia
Agency: TBWA Worldwide
Year: 2001
Target: Mainstream

Themes: All Gay Male-Themed Ads, Couples

The 17th Philippine Ad Congress ran this unusual commercial to heighten awareness of a group not many think about selling to: the gay market.

Thee ads starts with footage of a man jogging, accompanied by demographic text as he turns the heads of women, "Single, 29 years old, athletic, P 1.3M annual salary...Is he your market?"

As the man stops to catch his breath, he turns to find a sexy woman giving him a clear sign of interest. Looking in her direction, he smiles, but it turns out he's looking at a handsome, bookish man sitting behind her. The two men are now facing each other and they nearly kiss. The closing shot shows them walking down a beach boardwalk into the sunset with an arm around each other, and the message to advertisers: "Talk to him straight."

This commercial is, pardon the expression, a straight-forward and dignified handling that seeks to break expectations without being exploitative. It is further exciting that it's aimed at advertisers who themselves can affect other future gay ad imagery.
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:

Travel & Events

Tags:

• Gay
• Philippines
• 17th
• Philippine
• Ad
• Congres
• gay
• commercial

[evangeline104]

you are obviously stupid. and "sexmachine"???

i feel sorry for your dog.........

[ChocolateTasteGo0d]

then your uglier

[Marvelion]

what is the title of the song?

[Temperamental24]

LOLXD

[sissybhoi]

Wrath of God is upon to those who are sexually immoral..

but there is Hope, can Only be found in Jesus Christ..

[skinhead2582]

Nice ad

[JtotheLSNSDLover]

@krizanya there's nothing wrong with being gay!

[mahdogzbite]

@krizanya

That's not what your mother said.

[pyrhum]

very nice commercial! ^^,

[krizanya]

FILIPINOS ARE GAY.!

[apathy7]

wag nman hehe