Ruh-roh! The folks over at One Million Moms and NOM are not going to be happy about this.
ACE Hardware’s new Christmas advert may have a subliminal pro-gay message. It’s not 100% clear, though, which is why it’s subliminal.
Related: Another Cute Commercial, Another One Million Moms Meltdown
Basically, the company just started promoting its new “Two names, one gift” holiday campaign where, if you buy a certain tool, you get a free ACE gift card to go along with it, thus helping you cross two names off your yuletide shopping list.
How about we take this to the next level?
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In the commercial, a woman buying a power saw says, “This takes care of my son and my son-in-law!”
Related: One Million Moms Is Now Very Angry At Yogurt And Lesbians
The open-ended comment leaves viewers wondering: Are those two “sons” married to one another, or is she referring to her son and the man married to her daughter? It’s totally ambiguous. And totally gay-seeming!
Cue the backlash in 3…2…1…
What do you think? Check out the commercial and decide for yourselves…
https://youtu.be/Zkjlwmffo3M
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silveroracle
Who knows?
Roan
Tis the season
Jack Meoff
Wow the bigots are really reaching if they are trying to read a gay message into that.
charlie_jackpot
Not gay in the slightest
SFHandyman
I watched the commercial a few times before reading. Couldn’t figure out where this hidden message was. Totally a stretch. I certainly didn’t see it that way.
iveivan
It sounds like a completely stereotypical comment in the advert suggesting that only men can do DIY. Nothing pro-gay or even progressive about it.
Ken A.
Non whatsoever. Well we all fell for the misleading headline. Totally irrelevant.
HalcyonDays
I think it depends largely on how common gay marriage is in your community/life. I work and live among many married gay male couples so when she says “son and son-in-law” my ear hears that as a married couple. If she said “my son and daughter-in-law” I think most people would hear that as a married couple.
The advertiser may not have intended the commercial to be inclusive of gays, but in fact it is depending on your perspective.
dubstepskater
Ok… I know I gonna sound like I’m stereotyping gay men, but… why would she be buying power tools for a (supposedly) gay son? Duh!!!! I pay straight guys to fix/build stuff for me…. Leave it up to some bible-thumping, self-hating bigot to assume that there was a gay message in that commercial… now if she’d been buying Andrew Christian underwear, THEN I would consider it a “gay” commercial… ???
dubstepskater
But just in case it was meant as “gay reference”, then what would be the problem? Is she automatically supposed to not buy her son (who I’m 99.9% she loves) and his partner something just because someone else doesn’t approve? If that was the case, then there’d be a lot of empty stockings this year…. #onelove#kissletoe#tistheseason
HalcyonDays
@dubstepskater:
Again, I think it totally depends on perspective and life experience. I know several gay men who like to build things, are skilled and fixing things, and love a trip to the hardware store.
However, I usually date the guy who would enjoy the Andrew Christian underwear! : )
MacAdvisor
The message is not subliminal. Subliminal means a stimulus or mental process below the threshold of sensation or consciousness. If the commercial showed a card reading “Gay Is Good” for a tenth of second every third frame, THAT would be subliminal. Here the message is implied or suggested.
Mr.Tim
Ah did you catch the clerks comment at the end? “They’re gonna love it” THEY are gonna love IT. Not He’s… not …Those but A gift for Plural people. Mystery solved.
johnjob
One gift for son and son-in-law; obviously the gay son is having an affair with the daughter’s husband, cover for which is shared construction projects. Shared tool use might qualify as subliminal.
tazz602
It’s a sexist commercial, only thinking men need gift cards from Ace – why would she get the same gift for two male partners???????? Does no one have a brain anymore??
Herman75
My butch lesbian daughter-in-law will just love these work bibs.