Title: Girlfriend Brand: Kronenbourg 1664 Company: Brasseries Kronenbourg Business Category: Alcoholic Beverages Region: Europe Agency: Year: 1998 Target: Mainstream Themes: Affectionate Displays, All Lesbian-Themed Ads, Couples, In the Bar, Lipstick Lesbians/Straight Male Fantasy, Mistaken Identities, Playing on the Wrong Team, Straight Left Out In an almost identical storyline to a Molson Dry commercial, a guy spots an attractive woman on a dance floor. He goes over and whispers sweet nothings into her ear as she makes doubtful faces. He's obviously offered to buy her a beer and they go over to the bar. She thanks him and proceeds to take her beer, as well as his, and walks away--bringing it to her glossy, blonde girlfriend. He looks on with a silly smile, realizing the mistake he'd made. The gals put their arms around each other and smile at him. The lipstick lesbians in this commercial come across as a bit alien. Typically, they are there for the male gaze, almost fulfilling his fantasy but staying out of reach. Beer companies are well represented in The Commercial Closet, largely due to an effort in the mid-1990s to pull away from the industry's longterm sexist advertising themes that objectified women. Such commercials were summed up by the Swedish Bikini Team ads from Stroh Brewing Co. for Old Milwaukee. Looking for new material to mine, brewers began extensively playing with gay and transgender themes in their advertising. However, because beer drinkers are <b>...</b>
Girlfriend
Kronenbourg
1664
lesbian
commercial
