Good advertising and movies are actually very similar, and they all require ingenious ideas and outstanding dramatic effects. Although there are still no ads directly depicting gay people on China's television screens, the outside world we live in is far more open and inclusive than before. Many international brands have launched advertisements for gay consumer groups, and these advertisements will impress even non-gay people after seeing them, so as to achieve marketing results. Here are 10 more excellent gay advertisements, we may wish to appreciate the creativity and imagination of foreign countries!
1. Politiken (Political Newspaper)
In this Advertisement for the Danish newspaper Politiken, we first see a handsome man with a wine glass and a well-dressed man who looks at his lover with affection while sipping the wine in the glass. His lover was chopping vegetables in the kitchen, looking up at him from time to time. The man finally couldn't hold back, walked over to his lover, first caressed each other's faces with his hands, and then the two began to kiss, pull on their clothes, and finally fell on the cooking table, and all the vegetables and fruits were pushed to the ground. Suddenly the man asked, "Did you forget to buy thyme?" "(Ground pepper, a spice)" Thyme? His lover looked up and saw a newspaper spread out on the cooking table with ingredients written on it, including thyme. Then type the headline: Politiken, the newspaper of life.
This is probably one of the earliest and most famous gay ads, filmed in 1993 (lament: The Nordic people are really in love with LGBT) by the great Danish director Lars von Trier. If you're not familiar with his name, you've probably heard of his work: Breaking Waves, Dogtown, Dancer in the Dark...
2. Guinness
The camera begins with a messy room, and in the nostalgic background music "Stand by Your Man", a pair of hands wearing rubber gloves appear. Next, we saw a tall young man freshening up and getting ready for work while messing up the house even more: no faucets turned off, things were thrown everywhere... But there was always a pair of hands behind him to help him clean up. Then the subtitle goes: I think men and women are inherently not supposed to live together. They are two completely different creatures.
The man finally got dressed, nibbled into a piece of bread, and prepared to go out with coffee in his hand. He turned around and kissed the face of his boyfriend (a handsome guy in a white cardigan who laughed super cutely) and then rushed to the car and forgot the coffee cup on the roof of the car. The man turned his head to smile triumphantly at his boyfriend, who could only look weak and wave goodbye to him with a bitter smile. Of course, the coffee cup fell off after the car started, so the boyfriend put on rubber gloves again... At this time, the subtitle is played again: "Not all black and white is reasonable." Then there's the Guinness beer close-up of black and white.
This is a black-and-white commercial shot by Guinness Stout beer in 1995 by the famous American independent director Tony Kaye, who later made "The X-Files of america". The ads were very interesting, but unfortunately never played. Because after the advertisement was completed, the Guinness executives were shocked, thinking that as an old brand, they could not do such an explicit gay advertisement - their customers were mainstream consumers, so Guinness simply denied the existence of this advertisement. Tony Kaye said, "They think this [ad] is worthless, but I think it's interesting, maybe it sells a lot of beer!" ”
3. Impulse ("Impulse" Body Balm)
This British body fragrance advertisement, filmed in 1998, is particularly warm, and the girls in it are cute like red apples. The cute girl in the commercial was holding a shopping bag full of it, only to be bumped by two handsome guys who came in the opposite direction, and things were scattered on the ground. One of them quickly squatted down to help her pick up things, and when the girl saw that it was a Latin handsome man, her anger was immediately half gone. The handsome man seemed to be attracted by the aroma of the girl's body, and the two touched their fingers many times when picking up things, and the handsome man even helped the girl pick up the condom. Only to see the girl spitting out her tongue in embarrassment, it seems that this encounter will develop more at any time...
Unexpectedly, at this time, the handsome companion patted his shoulder, and then the two left. The girl watched the handsome man leave in puzzlement, and then looked around her: the men were intimately clinging together, the enchanting old man looked out over the street, and a cute puppy tilted its head to look at her. The girl looked at the man who had left on her shoulder, and the handsome guy who had helped her pick up her things turned back to her and smiled apologetically. The girl patted her forehead and looked like she suddenly realized: it turned out that she was in the gay community! Then play the advertising slogan: men act, always can not resist the impulse. It has a pun effect.
4. C35 (Siemens Mobile)
The commercial that Siemens made for its flagship phone C35 in 2000 was very sexy. The scene is a crowded dance hall, a pink and cool black haired beauty attracts everyone's attention as soon as she enters the scene, and the sexy blonde sister next to her looks at her with a provocative look. When the dark-haired beauty passed by a handsome handsome man who penetrated the visual suit, the handsome man put his arm around her waist, and the two of them began to dance sexily. When the brunette beauty saw that the boy's pendant was a twin pattern, she took out the Siemens C35 mobile phone from her pants pocket and went online to check their constellation fit. The phone showed "Perfect Match", so she happily put the phone back in her pants pocket. However, at this moment, a younger handsome man approached, and he put his arm around the first handsome man, and the necklace of the two was exactly the same. It turned out that it was not a gemini symbol, but a representative of comrades. But the black-haired beauty was not disappointed, she turned around, and saw that the previous blonde sister still showed a seductive smile to her...
This advertisement starts with the common heterosexual dance of men and women, and finally the dramatic reveal of the result: it turns out that everyone is gay, and the result is that everyone returns to sex. Such gay advertisements are very positive.
5. Hyundai (Hyundai Motor)
On a sunny day, a middle-class woman drives a car with a handsome young lover sitting next to her. As they approached the traffic light intersection, she lowered her seat to let the guy lie down, and her husband sat in another car that turned out to be parked at the intersection. The woman signaled to her husband that she was going to get the dry-clean clothes, and the husband smiled at his wife. When the husband's car drove away, the woman pulled up the seat again, and her young lover smiled at her badly; but at this time, the husband also pulled up the seat, and next to him sat a mature man wearing a cowboy hat and a tight white shirt, and the two looked at each other and smiled...
This advertisement won the 2001 European "Most Basic Advertising" award. The ad was shot for Hyundai Motor Company of South Korea, and even the background song was specially created. Hyundai claimed in an interview that there was a more "safe" version of the ad, that is, replacing the people around the husband with young women, but in the end they did not hesitate to use the previous version when adopting it. Of course, it is difficult to change to a woman from the perspective of the advertisement itself. Just such a crooked three views, I am afraid that only Europeans will enjoy it!
6. Pond's (Unilever)
In 2001, Unilever's Pon's Whitening Cream produced a gay advertisement for the Asian region, and the creativity was similar to the aforementioned body fragrance, but it only strengthened the "heartless" effect of daily necessities.
The first thing that appears in the shot is a pair of clenched hands, followed by a man and a woman in a side-by-side line with their fingers rubbing, and a beautiful woman with fair skin smiling at the boy. When the woman walked to the corner and turned, we suddenly realized that they were not together! The boy was actually holding hands with his boyfriend, and the boyfriend was a little angry when he found out that he almost left with someone else. Finally the two were angry and funny as ever, and when they left arm in arm, the boy looked back at the woman again...
7. Levi's (Jeans)
In a 2007 advertisement for the American jeans brand Levi's, a deep-browed Asian man was about to pull up his jeans, only to pull up a small part of the building and start to tremble, and a street corner phone booth rose up. A handsome blonde man inside was about to call him, and the two looked at each other with a smile on their faces. As the jeans fell off, the entire floor began to return to its original shape. The man's expression went from incredulous to the original, this time he pulled on his jeans directly, and when the smoke filled, he found that he was already directly on the street. The handsome blond man hung up the phone, and the two walked side by side into the bustling night scene...
Levi's actually prepared two straight-bending ads for his 501 jeans. The idea is the same for both, breaking the space limit by pulling up jeans, except that the straight version of the phone booth is a blonde beauty. Levi's admitted that it was initially done on a limited budget, but they later thought: Hey, since we're targeting both markets, why not offer them the same product value? It's just that the last two boys didn't hold hands, which really made people feel inadequate.
8. McDonald (McDonald's)
As a restaurant giant, McDonald's didn't launch its first (for France) gay ad until 2010, but it was this ad that caused an uproar. In the ad, a teenager who did not come out of the cabinet sat in his seat with a picture of the boys in the class. The phone rang, and he was talking to someone in the photo while his father was ordering food at the cash register. Then the father came back with the set meal and sat down, talking to his son about campus life, saying how much his son was now like him, and the son smiled knowingly. Finally, there's the slogan: Whatever your identity, please come to McDonald's.
In fact, this was originally a very warm advertisement, but many comrades said that the hints of sexual orientation in it were too obscure, as if they were definitely not out of the closet, and the final slogan Call As You Are was even stranger, and some people even sarcastically said that this was like the slogan of al-Qaida recruitment. However, due to the various spoofs that appeared on the Internet after this ad (!). ), also count it as a positive contribution to the comrades.
9. D&G (Luxury)
Directly on a gay brand is good. D&G (Dolce & Gabbana), a luxury brand with a global reputation in Italy. The letters D and G come from a gay designer couple (now broken up). From the beginning, Dolce & Gabbana established a gay advertising style and liked to play cross-border, from clothing to later accessories, glasses, watches and even movies. In the three advertisements he put on the watch, there were the sexual encounters in the bathroom, the love of street gang members, the kisses rushing to the date, and the lively and unrestrained Latin dance music, all of which carried the men to the end. It's just that there is no plot that makes people still quite unfinished...
10. Schmitts (Saturday Night Live SNL)
It's not really a commercial, but because of that, it can be unbridled and fishy! Played by famous American comedians Adam Sandler and Chris Farley, a pair of buddies who help their friends watch the house. They found that the pool had been abandoned, but when they injected the water, a miracle happened: countless sexy male bodies surrounded them in an instant. The two looked up and confessed to God: Thank you, and then began to spend the summer with great beauty. It's a 2009 pseudo-beer ad the duo shot for the "Saturday Night Live" show, which mimics all the elements of beer ads: hot summer days, pools, sexy flesh and, of course, beer. As members of Hollywood's famous "Bad Boys Gang", the performance of the two is simply despicable:
In general, the emergence of gay advertising is inseparable from the growth of the gay market. As gay purchasing power increased, more and more goods began to target these "Pink Money" (Pink Money). As a business practice, this may have its "quick success" side, but it can make mainstream consumers begin to face up to the existence of comrades, so it is still a very good thing.