Johnnie Walker Lesbian
Title: Marriage
Brand: Johnnie Walker Red
Company: Diageo
Business Category: Alcoholic Beverages
Region: Australia/New Zealand
Agency: Leo Burnett Co.
Year: 1997
Target: Mainstream
Year in Gay Marketing:1994
Ad Spotter: Catherine Benmaor

Themes: Affectionate Displays, All Lesbian-Themed Ads, Female Kisses, Gay Marriage/Civil Unions, Lipstick Lesbians/Straight Male Fantasy, Never Aired

To the tune of "Que Sera Sera," chefs put the finishing touches on a four-tiered wedding cake. A woman wearing her wedding dress rides in a white Mercedes limousine (complete with bow) next to a fellow in his tux as the song asks the questions, "When I was just a little girl, I asked my mother, 'What will I be? Will I be pretty? Will I be rich?"

The song continues, "Here's what she said to me: 'Whatever will be, will be.'" The woman steps out and walks into the room and down the aisle for her marriage.

She reaches the front, where her bride awaits. Then at the reception, in front of the cake, which now has two brides on top, the women kiss.

The tagline: "Every revolution starts with a splash of red."

The tagline seems to be a twist on a reference to war, here implying the brand name and that two women together are revolutionary.

It is an unabashedly positive portrayal, showing no negative connotations or implications for some guy who lost out to another woman. It is also disappointing and significant that the advertiser backed out of airing the commercial.
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.

Author: jornalismo2000

Keywords: johnny walker gay commercial diageo

Added: February 26, 2008