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Super Bowl Ad Resorts to Gay Stereotype


Motorola Adx390 (Screen grab) | Advocate.com

New York Times advertising columnist Stuart Elliott breaks down the Super Bowl ads beyond the Tim Tebow–Focus on the Family controversy. The gay reporter says that slapstick ads in particular were “overused,” a reflection of Madison Avenue’s reluctance to take risks in difficult times.

The ads panned by Elliott include one from Motorola that featured two highly effeminate-looking men slapping each other in an apparent lovers’ quarrel. His verdict? A tired tactic.

“Other sponsors revived several other overused Super Bowl ad tactics aimed at younger viewers,” writes Elliott. “Doritos, KGB and Motorola, among others, tried slapstick violence.”

Read the review here. Watch the Motorola “gay bitch slap ad” below.

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Reader Comments
  • Name: mikeijames
    Date posted: 2/10/2010 9:58:56 AM
    Hometown: St. Petersburg

    Comment:

    let me see if i understand this: if these type of stereotypes occur in a mancrunch.com ad that don't get aired, we get mad, but if it occurs in a motorola commercia, we get mad?! the best comedy on television at the moment, modern family on abc, uses this type of stereotype ALL THE TIME to generate laughs. and if you'll notice, the straight couple is stereotyped, too. we've got to learn to pick our battles.

  • Name: Andrew
    Date posted: 2/9/2010 9:51:40 AM
    Hometown: Sacramento, CA

    Comment:

    What's actually GOOD about this ad is that, next time, CBS CAN'T justify blocking say, that IKEA ad with the gay couple shopping for furniture (or something similar). And the Focus on the F*cktards adoption ad means that it must be okay to run a PFLAG ad. We should be planning ahead for next year's SuperBowl, before they sell all their ad time.

  • Name: Warren
    Date posted: 2/9/2010 7:21:11 AM
    Hometown: Norfolk

    Comment:

    Let me get this straight, no pun intended, its ok to laugh at Nathan Lane in bird cage, but not at two fem gay men, who were put into the same context as a hetero couple on a commercial..second thought I dont get it. As for str8 acting gay couples being in public..what exactly do you mean? Surly you mean masculin, because I dont act straight, I just am who I am, most people think Im straight right up until I introduce my husband. I dont hide that Im gay, but I dont make a spectacle of it either. 5 years ago we wouldnt have had a gay ccharcter in a commercial that wasnt being made fun of if at all. In this one, while using a stereotype, they put our relationships on the same footing as heterosexuals. BTW, not getting why two gay men would be upset...please..I know many gay guys that would be upset if their partenr got a texted pic of Ms. Fox on their cell phone. Hell my ex thought I was going to leave him for a woman because I like watching Bi porn.

  • Name: john in SF
    Date posted: 2/9/2010 5:38:09 AM
    Hometown: San Francisco

    Comment:

    Stupid.

  • Name: Kenny
    Date posted: 2/8/2010 9:12:18 PM
    Hometown: Anderson

    Comment:

    Uhh thats probably because they are trying to stereotype us in a nice neat little box in that commercial.There are all kinds of gay americans : masculine feminine butch gay lesbian transgender transexual etc etc.... It's wonderful that there are so many different people within our community each one of them having a special and unique quality that adds to the eclectic artistic creative community that we are all apart of.I agree with the one who talked about us trying to one up one another hes absolutely correct and it doesnt say much for our community either when we do that to one another.If we want equal rights in this country then maybe its time we started treated each OTHER equally with respect and understanding.

  • Name: Jonathan
    Date posted: 2/8/2010 8:16:37 PM
    Hometown: Duluth, MN

    Comment:

    It's an interesting commentary reading these responses here - 'hey, I laughed at it!' or 'well, I found it funny, I don't know about the rest of you' - so are you better than other gay people who find it offensive and hateful? Have you lived in New York or Calif for so long that you don't get it? These aren't progressive straight marketing execs who are making fun at homophobes. These people are using us just like they always have, to make 15-35 year old men laugh and feel superior to the stupid fags. You don't see this kind of low-rent humor used with two gay women - it's much funnier and acceptable to see men bleeding from getting beaten up or robbed. Nor does it help that fewer gay men come out (they're all hiding online now); not only that, but what community do we have? All gay men do is one-up each other and imply 'I'm better than you are because I'm more socially adjusted'. Go fuck yourselves. Someday you'll be the one getting fag bashed while we just keep walking.

  • Name: Jon
    Date posted: 2/8/2010 5:31:06 PM
    Hometown: Toronto

    Comment:

    I thought this ad was funny. I suppose that makes me a bad person. LOL.

  • Name: Ryan
    Date posted: 2/8/2010 5:06:24 PM
    Hometown: Santa Monica, CA

    Comment:

    Oh for goodness sake. I watched this with all my gay friends at my superbowl party and we LAUGHED. God almighty, why are people so sensitive!

  • Name: Kenny
    Date posted: 2/8/2010 4:25:02 PM
    Hometown: Anderson

    Comment:

    Yes yes yes! Exactly what I was trying to put across in my first comment . I wasn't laughing at their stereotype just the end where that idiot fell off that ladder and of course we know that was a stuntman otherwise I wouldn't laugh at someone who just hurt themselves.We're from the same community we ARE better then the bigots and homophobes let's not lead by THEIR example but instead lead by our OWN example.

  • Name: ChrisP
    Date posted: 2/8/2010 3:53:18 PM
    Hometown: London

    Comment:

    This ad is far more entertaining than the humorless crap GLAAD usually recommend

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