Gay Commercial: DiGiorno
Jul. 31st, 2009 09:59 am![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
reviews_and_ramblingsI know that this commercial is stupid, but it made me smile.
With romantic piano music playing and candlelight, a man at the dinner table says with enthusiasm, "Wow...you ordered pizza. You sure know the way to a man's heart." As he takes a bite, his dinnermate says, "I think all relationships are based on honesty." The camera then shows a man apparently in drag -- he's got a deep voice, heavy beard, along with makeup and a black wig he's toying with.
"Me too," the first man agrees, with his mouth full. "Mmmm, great toppings." The other, now agitated, says, "Look. Before this goes any further. There IS something you should know." Confused, the first man asks, "You're married?" "No!" the other says, and his dinner partner looks relieved. Continuing, the man in lipstick announces, "It's the pizza. It's not delivery....It's DiGiorno!" "I knew you were hiding something," the diner says. With loving kindness, he tells the other, "I can read you like a book!" His partner smiles adorably.
Because it is over-the-top, it is not clear if the stubbly man is supposed to be simply in drag or taken as a true transgendered person -- most of the humor in the ad. His dinner partner, however, treats the circumstances as a given and is focused only on the pizza. Importantly, there is no moment of negative shock or "surprise," as with so many earlier ads, and thus for many it would be seen as a neutral to positive handling.
Commercial Closet Association
Company: Kraft Foods
Brand: DiGiorno
Ad Title: Relationship
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 2003
Target: Mainstream
With romantic piano music playing and candlelight, a man at the dinner table says with enthusiasm, "Wow...you ordered pizza. You sure know the way to a man's heart." As he takes a bite, his dinnermate says, "I think all relationships are based on honesty." The camera then shows a man apparently in drag -- he's got a deep voice, heavy beard, along with makeup and a black wig he's toying with.
"Me too," the first man agrees, with his mouth full. "Mmmm, great toppings." The other, now agitated, says, "Look. Before this goes any further. There IS something you should know." Confused, the first man asks, "You're married?" "No!" the other says, and his dinner partner looks relieved. Continuing, the man in lipstick announces, "It's the pizza. It's not delivery....It's DiGiorno!" "I knew you were hiding something," the diner says. With loving kindness, he tells the other, "I can read you like a book!" His partner smiles adorably.
Because it is over-the-top, it is not clear if the stubbly man is supposed to be simply in drag or taken as a true transgendered person -- most of the humor in the ad. His dinner partner, however, treats the circumstances as a given and is focused only on the pizza. Importantly, there is no moment of negative shock or "surprise," as with so many earlier ads, and thus for many it would be seen as a neutral to positive handling.
Commercial Closet Association
Company: Kraft Foods
Brand: DiGiorno
Ad Title: Relationship
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: FCB Worldwide
Year: 2003
Target: Mainstream
