Now quicker European access

British TV ad uses gay theme

May 19, 1998
Web posted at: 12:22 p.m. EDT (1622 GMT)

LONDON (CNN) -- What's being billed as Britain's first television ad to hint at a gay male relationship aired on the nation's commercial networks Monday night, and is scheduled to be shown in selected countries across Europe, Latin America, the Pacific and southern Africa.

The commercial, promoting Impulse body spray, begins with a man and woman flirting, when -- surprise -- the man's boyfriend shows up and the gay couple then leave together.

The commercial humorously implies that the body spray is so effective that it makes women irresistible to all men.

Advertising executives tested the ad for six months in focus groups across Europe before buying TV time. They said the response was positive among the 18- to 22-year-old women they target.

Leslie Lucas, brand manager for the Elida Faberge company, said the commercial appeals to all kinds of young people.

"English homosexual lifestyle is absolutely accepted in the '90s," said Lucas. "Young people don't define people by their sexual preferences. We've seen in lots of mainstream programs and media a homosexual lifestyle portrayed, so it's not an issue for young people -- it's something that they accept readily."

Lucas was less certain about reaction from other age groups.

"I can't answer for old people, my specialty is for young women," said Lucas.

Correspondent Ian Ferguson contributed to this report.

---

 

---

Sound off on our message boards & chat

© 1998 Cable News Network, Inc.
A Time Warner Company
All Rights Reserved.

Terms under which this service is provided to you.
Read our privacy guidelines.