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Published on Feb 26, 2008
Title: Boyfriend Brand: Brasil Health Ministry Company: Brasil Health Ministry Business Category: Health Organizations Region: Latin/South America Agency: unknown Year: 2002 Target: Mainstream
Themes: All Gay Male-Themed Ads, At Home, Gay Health: AIDS/HIV/Hepatitis/Smoking/Crystal Meth/Drugs, Gay Families/Kids, Youth
A family sits quietly at home when the doorbell rings. Mom walks in to announce "It is him!"
Her husband gives his son sitting on the floor a look as he goes to the door to greet a handsome young man who says, "Hi! I need to talk to..." Dad interrupts him to say, "He doesn't want to talk to you."
The desperate fellow says, "But I need to talk to him." But the father will have none of it and simply replies, "Don't come back here anymore. He will not speak to you again" and closes the door.
Inside, the son asks, "So what, daddy? Is he gone?" His father nods his head grimly. Mom, sitting nearby, turns and says, "Son, you will find a boy who deserves you."
Then narration chimes in and says, "Respecting the difference is as important as wearing a condom."
This is a rare and important portrayal of a family supporting gay youth. 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.