Coors Targets Gays With New Ad Campaign

coors_gay.jpg

Here's a collection of ads from the recent gay-themed Coors campaign which hopes to expand its market share by, well, going after those that live the gay lifestyle and portraying that lifestyle in their ads. It's an intelligent approach and one that, intended or not, captures the attention of all sexual persuasions. After all, straight girls like to look at ripped guys in bathing suits and straight guys, well, they'll look at any attractive woman, gay or straight, in any situation

by Steve Hall    Jun- 6-06   Click to Comment   
  

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Comments



Comments

any idea who did these? FCB or AveARazorfish...is my best guess...also are these fake ads or real going into print (guess)? peace. -adgoose
=;-)

Posted by: adgoose on June 6, 2006 1:13 PM

Not sure who did these, but the beer bottles look way too "photoshopped". I appreciate the ad in general though.

Posted by: Catherine on June 6, 2006 1:43 PM

Since when did the ultra-conservative Coors family decide it would be ok to market to such deviant lifestyles? I highly doubt this is the real deal.

Posted by: yikes on June 6, 2006 1:55 PM

Brewers marketing to gays is nothing new...but usually it's not honest enough. More often than not, they're more worried about putting off straight consumers than they are truely speaking to the homosexual consumer. These seem pretty honest...and couple that with the crappy production job, these look like comps....and if they are, a brand manager at Coors would be smart to buy them.

Posted by: Scott Burns on June 6, 2006 2:05 PM

It's a total SNL Schmitt's Gay come to life.

Posted by: tom lout on June 6, 2006 2:19 PM

The ads were done by a GLBT specific agency out of Dallas TX called MergeMedia Group.

Posted by: Philomena on June 6, 2006 2:27 PM

OK...what gives? They guys look authentic but the women, no way. You only see hot lez girls in porn films and magazines. Most of the gay women I know look like frumpy old men. :)

Posted by: Bernie on June 6, 2006 2:46 PM

To "yikes": Deviant lifestyles? :P Hardly... although as Bernie said, the women aren't all that realistic. Very rarely do you see a two-lipstick couple!

Posted by: malloreigh on June 6, 2006 3:45 PM

Authentic hahahahaha! good one! Welcome to advertising Bernie . . .

Posted by: Satan on June 6, 2006 3:47 PM

Granted I am not gay, but if these are even real, I don't see this going over too well. The men's ads look OK - with the exception of the speedo in the pool - that one does seem a little too "Schmitts Gay come to life" as tom lout says. But the women's ads are horrific. They are much better suited at attracting a straight male audience, except the one in the pool - that girl looks like she is holding in a big fart.

Posted by: Tiffany on June 6, 2006 3:48 PM

Granted I am not gay, but if these are even real, I don't see this going over too well. The men's ads look OK - with the exception of the speedo in the pool - that one does seem a little too "Schmitts Gay come to life" as tom lout says. But the women's ads are horrific. They are much better suited at attracting a straight male audience, except the one in the pool - that girl looks like she is holding in a big fart.

Posted by: Tiffany on June 6, 2006 3:48 PM

LOL!! "Granted Im not gay..." Well then your straight opinion does not matter to those of us that are gay. Get with it people! It's about time we got to see ourselves in advertising, sorry to disappoint you that many of us really do look like these women here in LA. Don't any of you ever mix and mingle with real professional gay people that are attractive and successful? If you read any of the gay rags you would know that the gay community is loving this stuff.

Posted by: HoMoe on June 6, 2006 4:17 PM

malloreigh: I was being sarcastic based on what I've read about the Coors family's ideology. They're frighteningly conservative.

Posted by: yikes on June 6, 2006 4:44 PM

I think that the pool one looks fake. Could that girl look any more uncomfortable? She looks like she was just shoved in front of that girl and doesn't want to touch her.

Posted by: Crystal on June 6, 2006 6:13 PM

Sorry in advance, but...Who the fuck cares!?!

Really? Where is the need to target market and skew the art of beer ads based solely upon sexuality?

Since when has beer been about what one uses to makes his or her toes curl up?

And since when has it been central that a BEER ad illustrate sexual preferece? (I said beer.) I can't think of straight beer ads that do this, can you?

No, you can't. Liar. Straight beer ads -print, electronic, broadcast, etc.- involve friends, adventure, sports, etc. not lovers.

And finally, let's get this point right, gay people already drink beer. For fuck's sake, it's the catalyst that takes experiement to lifestyle.

OK, I feel better now.

Posted by: Corey King on June 6, 2006 7:21 PM

Uhm...is there any idea to this? The gay community doesn't even deserver the 15 minutes it takes to come up with a headline? These ads are pure drivel. Nothing more than a media buy with what could be stock photography pretending it's an idea.

Posted by: theo kie on June 6, 2006 9:25 PM

I don't love or hate these but just wanted to express how surprised I was to see people still using terminology like "gay lifestyle, ""sexual persuasion," "sexual preference" and "deviant lifestyle." Let's get with it people-- it's 2006 and I think we've established that there's no choice or deviance in sexual orientation. Maybe we could analyze the ads a little more critically if we critiqued them professionally and left our personal biases behind. Just a thought. So since I'm obviously the only gay person on here, may I suggest that each of you walk into any gay bar or pick up any LGBT publication (Out, The Advocate, etc.) and you will see that beers advertising to the LGBT community is nothing new. So what.

Posted by: Brian Stout on June 6, 2006 10:24 PM

Have we progressed since the 1980's? Great minds behind this creative!!

Posted by: Marcel on June 6, 2006 10:56 PM

Dude, I wrote "deviant lifestyle," and if you'd bothered to read the posts, you'd realize it was not serious.

My curiosity is Coors' choice to do highly targeted ads to a community they despise. I guess they don't hate gay and lesbian money.

My personal bias is against ultraconservative morons. And those who can't read.

Posted by: yikes on June 7, 2006 1:22 AM

Yet another company trying to jump on some bandwagon. Sad.

Posted by: Lamar on June 7, 2006 12:35 PM

"Yet another company trying to jump on some bandwagon. Sad."

You could script a computer to post that comment to every single blog entry on this site. I don't see anything particularly pathetic about this. No more pathetic than catering to children, the rich, the poor, different ethnic groups, etc.

Posted by: Jack on June 8, 2006 2:00 AM

Corey,

I think you're the liar.

Apparently you've missed all the beer ads where drinking the right beer will get you the guy (or the girl). Does that illustrate sexual preference? Of course it does. From tvacres.com: "According to their [old Milwaukee Beer] TV commercials, when males vacationing in the mountains, on the beach or in the water became bored and thirsty, the Swedish Bikini Team miraculously arrived to rescue them from their doldrums by providing Old Milwaukee Beer and the companionship of beautiful bikini-clad beer bimbos. " Now, personally, I would have preferred the Greek Speedo team; that's the difference between a gay guy and a straight guy...

Showing two guys or two girls together simply addresses the fact that this stunt will "work" (at least in the minds of Madison Avenue wizards) whether you're gay or straight.

Posted by: Adam on June 16, 2006 10:31 AM

Ok, so I'm actually in this picture...CL did the ad last year. I think it's hysterical that someone thinks that I DON'T look like a lesbian! :) I'm on the right btw. And in "real life" I have a girlfriend who is probably more lipstick than any of the other girls in the ads.

The ads are real. CL wanted to be the first beer company to have actual gay people in their ads - if you check out the other beer companies, Bud Light comes the closest with their gay "illustrations."

My friend in Chicago just sent me a photo of one of the Coors Light ads from the Chicago Free Press. In case you think I'm some lying, "deviant" lesbian - check out my myspace - it is really me, and I'm glad that no one said that I look like I'm holding in a fart in the pool... :)

www.myspace.com/brynntaylor

Posted by: Brynn Taylor on July 20, 2006 3:59 AM

Ok, so I'm actually in this picture...CL did the ad last year. I think it's hysterical that someone thinks that I DON'T look like a lesbian! :) I'm on the right btw. And in "real life" I have a girlfriend who is probably more lipstick than any of the other girls in the ads.

The ads are real. CL wanted to be the first beer company to have actual gay people in their ads - if you check out the other beer companies, Bud Light comes the closest with their gay "illustrations."

My friend in Chicago just sent me a photo of one of the Coors Light ads from the Chicago Free Press. In case you think I'm some lying, "deviant" lesbian - check out my myspace - it is really me, and I'm glad that no one said that I look like I'm holding in a fart in the pool... :)

www.myspace.com/brynntaylor

Posted by: Brynn Taylor on July 20, 2006 4:00 AM

really i am loving this ad! #1 the brown haired girl is my lesbian "girlfriend" and #2 i think its great when ANYONE supports the gay community its not the 50's anymore...plus HELLO there HOT!

Posted by: Faleasha Savage on August 5, 2006 12:03 AM







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