Some gays criticize Chrysler ad with wand-wielding fairy

[kweerwolf]

Some gay rights advocates are raising questions about a new Chrysler commercial that features a fairy who uses her wand to turn a tough-looking guy with a big dog into a pastel-clad man walking four small dogs on pink leashes.

DaimlerChrysler AG's Chrysler Group introduced the "Anything but Cute" ad campaign last month to promote the new Dodge Caliber compact car, aimed at young buyers.

One of five ads is "Too Tough," a 30-second spot that features the fairy. It was created by the Detroit office of BBDO Worldwide, part of Omnicom Group Inc.

Gay advocates say the transformed male character has stereotypically gay characteristics and note that "fairy" is a derogatory term for a homosexual man.

http://www.kansas.com/mld/kansas/business/14276574.htm

For a site where you can see the ad, click here: http://www.kansas.com/mld/kansas/business/14276574.htm

[hedgehog]

1. I thought that part of the ad rather dumb, myself

It's clear that the fairy is supposed to turn the guy from tough motorcycle dude into what? un tough sweater guy? On my television it looks like he's wearing some sort of giant black wig. I don't think he's especially gay, just dumb. It would have carried the motif of the rest of the ad better if he'd ended up dressed as something out of Babes in Toyland or Hansel and Gretel.

[Iblis]

2. Oh PUUleeeze

What about Nabisco's snack fairy?

This is just silly.

So having small dogs and liking pink make you homosexual? Who's using stereotypes now?

blah.

L
(No I haven't seen the commercial. Sounds funny though. Actually sounds like what's been happening to American society for the past 30 years, IMHO.)

[Warpy]

3. Sometimes a fairy is just a fairy, look at Tinkerbell

What I find objectionable as a human being is the stereotype of the man in pink with the chi-chi dogs.

It's on the level of the "no brainer" commercial featuring a ventriloquist's dummy and a blonde woman. It's insulting and only morons would find it funny.

[kweerwolf]

4. Dang it! Just realized I posted the wrong URL ...

to see the ad on line.

Here's the correct one:

http://towleroad.typepad.com/towleroad/2006/04/the_dodge_calib.html

[terrya]

5. Oh, come on.

I think that's a teeny bit silly. I saw that ad and there's nothing offensive about it.

We've got better things to fight for than this.

[One_Life_To_Give]

6. Preppy Yes; But not gay

Saw the ad and Gay never crossed my mind.

The adventures of Don Imus's "Biff and Muffy" would be more characteristic.

[cboy4]

7. I'm actually more concerned about Chrysler's treatment of its gay

employees. Does it hire regardless of one's sexual orientation? Does it provide domestic partner benefits??

Does it have a strict anti-harassment policy concerning gay people and other minorities, etc.? Those are my main concerns.

I haven't seen the ad, and while I might be wrong, it doesn't sound overly offensive or as though it crosses the line to me. :shrug:

[triakis36]

8. Replace "cute" with the word "gay" in the derogative sense

..as in "Anything but Gay" and the bit at the end makes more sense and is extremely insulting. The use of the fairy, the preppy look, and the fluffy dogs was deliberate. It's a play on words mixing in what mainstream culture associates with fairies. It's derogatory period.

[Occulus]

10. But it REALLY WAS a fairy.

And it smacked up against a wall... and some guy pointed and said "ya little fairy".

Logically speaking, if I dressed the way he initially was all the time, regardless of my sexual orientation, I'd likely not want to dress in pastels.

And, didn't he get paid back for calling it a little fairy? The little fairy got the upper hand...

I'm pretty sensitive to these sort of things, but I don't see anything to get upset about here.

[Rowdyboy]

9. I told my partner last night that some gays were upset about the ad....

He just laughed and rolled his eyes, and he's far more sensitive than I. People looking to be offended can almost always find an excuse. I'll save my outrage for the thousands of situations where serious issues are at stake.

[Brian_Expat]

11. This is why gay rights fights are being lost all over the country

You've got anti-gay amendments all over the country lacking money and volunteers to be fought against, and what is the big worry? Brokeback Mountain and Chrysler advertisements.