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Is Toshiba’s New “Back To School” Ad Campaign Homophobic?

Screen Shot 2013-08-15 at 5.06.09 PM


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By:           Matthew Tharrett
On:           Aug 15, 2013
Tagged: , , , , , , ,
  • 23 Comments
    • Ron Jackson
      Ron Jackson

      Borderline…the guy on the chair was just the wrong person for the ad imo. I think his expression comes off wrong to some people. It’s too neutral to me and can be taken however the viewer wants. Shame on Toshiba for not “getting it”.

      Aug 15, 2013 at 5:18 pm · @ReplyReply to this comment ·
    • scottfoval
      scottfoval

      Clearly hinged on the ‘uncomfortable’ reaction that the supposedly straight character has to ‘accidentally’ receiving notes from the apparently gay nerdy character who doesn’t want to give the guy his notes. Cliched, tired, stupid…Toshiba could have done much better and they’re simply playing on an old stereotypical reaction. Bad bad bad.

      Aug 15, 2013 at 5:24 pm · @ReplyReply to this comment ·
    • onahigh23
      onahigh23

      We, collectively, need to stop being so offended over every perceived instance of homophobia and get a sense of humor. If we shout it over every little silly thing who is going to pay attention when we scream about real injustice against the community?

      Aug 15, 2013 at 5:25 pm · @ReplyReply to this comment ·
    • whatisthis
      whatisthis

      @onahigh23: I agree. When will we get over this politically correct obsession as of late? I understand being outraged over ACTUAL homophobic things in the media, but my god, people scream racism, homophobia, and sexism over practically ANYTHING nowadays.

      Aug 15, 2013 at 5:35 pm · @ReplyReply to this comment ·
    • hyhybt
      hyhybt

      I kinda like it, though his look could mean a few different things. It’s the sort of thing that might or might not be homophobic, depending as much on the viewer as anything else. To make it more clearly not, the last turn of the head could be replaced by his complimenting the drawing or something like that.

      Aug 15, 2013 at 5:36 pm · @ReplyReply to this comment ·
    • Katbox
      Katbox

      Offensive? Not really.
      ‘Cliche? ‘ most def.
      Nothing original there.

      Aug 15, 2013 at 5:47 pm · @ReplyReply to this comment ·
    • Sparkyu1
      Sparkyu1

      Annoying and fairly offensive. The only reason it’s not majorly offensive is because it’s so extremely common.

      The fact that a man may be attracted to another man is considered funny or embarrassing; that’s a meme that has to die

      I think we need to be more firm about this sort of thing because it happens all the time. Our sexuality is a punch line, a joke and it’s not really getting any better

      Aug 15, 2013 at 6:01 pm · @ReplyReply to this comment ·
    • Fael
      Fael

      Ridiculous, is not seen the slightest reaction of disgust or anything of the sort, on the contrary, at the end he seems wanting to match drawing

      Aug 15, 2013 at 6:01 pm · @ReplyReply to this comment ·
    • sfbeast
      sfbeast

      Yes, it is homophobic. Especially because the guy who did the drawing is cute and the other guy is chubby and unappealing. So it is both unrealistic and inappropriate.

      Aug 15, 2013 at 6:19 pm · @ReplyReply to this comment ·
    • JH
      JH

      I really didn’t read the guy’s look as disgust. Definitely concerned, but not necessarily gay-panic related. I mean, if my gay roommate drew me as a centaur, I think I’d be a little uncomfortable about sharing close quarters with him. I’d probably get drunk and have sex with him eventually, but it’d be an awkward way to get that ball rolling.

      And what about when the guy leans back and attempts to mimic the pose of himself in the drawing? He’s kinda buying into it for a sec, and then looks back over his shoulder as if nervous that his roommate saw him admiring the pic when he finally took a second to really look at it.

      Let’s focus our energies on real issues of homophobia, like in Russia!

      Aug 15, 2013 at 6:44 pm · @ReplyReply to this comment ·
    • mjcc1987
      mjcc1987

      I don’t see the homophobia. Are we way to sensitive here?

      Aug 15, 2013 at 7:15 pm · @ReplyReply to this comment ·
    • Eduardo
      Eduardo

      @sfbeast: so it’s “unrealistic” to you because you don’t think a guy who is cute and attractive by your definition can’t be attracted to a chubbier guy? You are an absolute moron. There is a whole community of gays who like bigger men (chubs and chasers). Also, who hasn’t had an awkward moment with a crush at one point in life?

      for f#cks sake people grow a thicker skin and stop being way to sensitive. I actually chuckled at it. We are becoming way to overly P.C.

      Aug 15, 2013 at 8:13 pm · @ReplyReply to this comment ·
    • Badger88
      Badger88

      How is this ad homophobic? It is no different than if a hot straight girl had asked an ugly straight guy for his notes, and saw that he had been doodling sexual drawings of her. The joke isn’t about being uncomfortable with gay people. The joke is the awkwardness that comes with unreciprocated feelings, whether they be gay or straight.

      Aug 15, 2013 at 8:33 pm · @ReplyReply to this comment ·
    • Mike
      Mike

      Who the hell buys Toshiba anyway? Toshiba is cheap.

      Aug 15, 2013 at 10:53 pm · @ReplyReply to this comment ·
    • Will L
      Will L

      This didn’t jump out at me as being homophobic. I think the idea was okay but the straight guy’s acting was not good. The confused/uncomfortable look was okay but he could have ended it with a “meh whatever” shrug. It’s just the fact that it ended on a creepy note that makes it negative.

      Toshiba isn’t the industry leader it once was so I don’t think they would be foolish enough to TRY to be homophobic. There is too much at risk. It was just a poorly acted attempt at humor.

      Aug 15, 2013 at 11:12 pm · @ReplyReply to this comment ·
    • smartguyd
      smartguyd

      This isn’t homophobic and not that funny either. I would react the same way if anyone sent me odd shirtless art of me. He didn’t act disgusted that a guy might like him, he acted slightly weirder out that a person he is in close contact with was being a creeper.

      Aug 16, 2013 at 12:02 am · @ReplyReply to this comment ·
    • MK Ultra
      MK Ultra

      The commercial is just stupid.
      Not really captivating nor funny.

      Aug 16, 2013 at 12:58 am · @ReplyReply to this comment ·
    • Halston
      Halston

      If the roommate had gay bashed him after seeing the picture then it would have been homophobic; other than that it was pretty tame.

      Aug 16, 2013 at 8:05 am · @ReplyReply to this comment ·
    • Elloreigh
      Elloreigh

      Not homophobic, but does trade on stereotypes. Doesn’t make me want to run out and buy a Toshiba, regardless.

      Aug 16, 2013 at 11:51 am · @ReplyReply to this comment ·
    • miagoodguy
      miagoodguy

      People need to stop being so easily offended.

      Aug 16, 2013 at 2:41 pm · @ReplyReply to this comment ·
    • lab
      lab

      the gay community has turned into a bunch of pussies…most of you are too young to remember real discrimination just 40 years ago. what is happening in russia is homophobia… this is an attempt at humor that actually shows how far things have come to take it so lightly. you guys try to find fault in everything…I got news for you…no matter how young you are there will still be many many people who will hate you for being gay on the day you die…deal with it

      Aug 16, 2013 at 3:44 pm · @ReplyReply to this comment ·
    • Yang Tai
      Yang Tai

      @Ron Jackson: How is it “Borderline”, the guy asked for math notes and got a picture of a Centaur with his roommates face on it. Nothing “anti-gay” about that. Having said that if the roommate was gay why wouldn’t a straight guy feel uncomfortable around him? It’s no different then when women get uncomfortable around men in certain contexts.

      Aug 17, 2013 at 11:09 pm · @ReplyReply to this comment ·
    • ivanv15
      ivanv15

      @lab: preach it sister!

      Aug 24, 2013 at 9:25 pm · @ReplyReply to this comment ·

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