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Queer Marketing

Hanes underwear company gets a bit questionable with this new ad campaign. Joe of Joe.My.God fame has some questions about this ad’s objective:

The tagline: “Because the world gives you enough labels.” The name of the campaign: “Lipstick”. The ad was created by the Bombay division of McCann Erickson. Strangely compelling image. Is that a dildo? Anybody seen this in American press? I can’t imagine even the gay press allowing the word “faggot” to appear in an ad, but in this context, who knows?

Yes, that is a dildo and, if you look closely, you can see the words “no homophobia,” which seem pretty clear to us.

Your thoughts, readers?

On:           Apr 11, 2008
Tagged: , , , , ,
    • queerunity

      WTF? this cant be, im confused


      Apr 11, 2008 at 11:14 am · @ReplyReply to this comment ·
    • Bitch Republic

      I think that’s pretty lame. It throws in a bunch of lame stereotypes about gay people besides using the word faggot.

      Apr 11, 2008 at 11:35 am · @ReplyReply to this comment ·
    • Shaun Tom

      This is absolutely egregious. If I saw that in a magazine, I would immediately stop reading it. That word does not belong in any sort of media… especially when it’s attached to a man in a noose.

      Apr 11, 2008 at 11:38 am · @ReplyReply to this comment ·
    • p/o

      i don’t get it…

      Apr 11, 2008 at 11:53 am · @ReplyReply to this comment ·
    • Rikard

      I’d like to see a clearer copy of it and study the illustration. It’s not the kind of project an agency would give to a straight designer, or illustrator. It looks to be loaded with subtext and inside jokes. I see a man being choked by a cultural identity constructed from superficial products, a monster born of corporate marketing. The word faggot will make everyone pause and think “can they say that?”. As a side note, I’m a gay man on the masculine side of behaviors and wear Hanes Authentic Hipsters from their womens line. They are like a lot of the low rise, expensive mens briefs, but cheaper than most of them. That’s my little testimonial.

      Apr 11, 2008 at 11:58 am · @ReplyReply to this comment ·
    • Dubwise

      Rikard It looks to be loaded with subtext and inside jokes. I see a man being choked by a cultural identity constructed from superficial products, a monster born of corporate marketing.

      Apr 11, 2008 at 12:12 pm · @ReplyReply to this comment ·
    • Mike

      first the Absolut ad with the “in an Absolut World 8 inches” and now this—not sure what’s going on but it seems too cliche to be good creative

      Apr 11, 2008 at 12:59 pm · @ReplyReply to this comment ·
    • CitizenGeek

      I think if you drop the penis image, it’s a good ad. Definitely eye-catching, nice message and all that. That word is obscenely offensive to me, and most people (gay or straight) but it works in this context.

      I can’t find where it says “no homophobia”, though …

      Apr 11, 2008 at 1:44 pm · @ReplyReply to this comment ·
    • Dawgson

      I totally agree with Rikard. I think this ad is actually really really smart. It’s talking about how the “gay identity” has all this baggage that doesn’t apply to most or all of us.

      Apr 11, 2008 at 1:51 pm · @ReplyReply to this comment ·
    • Alacer

      this ad is groundbreaking and very intelligently done. It dares to say all of this and wrap it into this bigger picture that captures a very defining struggle of many gay persons. I find stereotypes even more harmful and annoying than the actual hate because it is my belief that the hate stems from those stereotypes (gays can’t have real relationships, they’re all a bunch of queeny, lipstick wearing, effeminate drug addicts). I applaud Hanes for supporting this ad. I kind of see it as a big “fuck you!” I’ll be who I want to be.

      p.s. – the composition and actual art is also very well done.

      Apr 11, 2008 at 3:10 pm · @ReplyReply to this comment ·
    • hisurfer

      It works as art. Joe.my.god just put up links to two more ads: “paki” and “nigger.”

      This looks like something I’d expect to see at an exhibit, or on an agit-prop poster. And I’d defend the artist if I did; the images have a certain power.

      I’m not sure how I feel about this as an advertising campaign. If Hanes were active in fighting racism, phobia, etc. then I’d have fewer issues.

      Apr 11, 2008 at 3:56 pm · @ReplyReply to this comment ·
    • Hells Kitchen Guy

      I am sure OUT Magazine & the Advocate will run these ads. They need$$$$

      Apr 11, 2008 at 5:06 pm · @ReplyReply to this comment ·

      I am a know-it-all and simply want to say that this is a piece of art that I would have in my studio apartment. If you do not agree I will fail you in my class.

      Apr 11, 2008 at 5:08 pm · @ReplyReply to this comment ·
    • Tim

      Love it.

      Apr 11, 2008 at 6:29 pm · @ReplyReply to this comment ·
    • Mike

      you can check out other ads with nigger and paki at

      it’s provoking for sure.

      Apr 11, 2008 at 7:35 pm · @ReplyReply to this comment ·
    • hisurfer

      Andrew, I’m not No. 13. I know other regular posters have also had issues with people adopting their screen names, then acting like assholes. Are you planning on addressing this ever?

      Apr 12, 2008 at 3:03 am · @ReplyReply to this comment ·
    • Casper Odschild

      Wow… this is a very surprising ad campaign to come from Hanes, arent they a rather conservative brand in terms of marketing?

      Well I guess their marketing head decided those days were over.

      I at least would have hired someone with a less detailed graphic style to hopefully avoid confusion.

      I actually would have hired Siggi Eggerdtson.

      Apr 14, 2008 at 7:00 am · @ReplyReply to this comment ·
    • Edensasp

      I think this ad campaign about leaving labels off and behind is awesome… But I get it…Lots of folks dont.

      It works for me and I am not offended. Oh well… However….The ad didnt make me want to toss my CK’s or Andrew Christians though….

      Apr 21, 2008 at 3:29 pm · @ReplyReply to this comment ·

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