But now it has become a real field, practiced by the majority of LGBT people. In the beginning it was a secret language, which gays used among themselves to be able to talk freely without being recognized. The language contains many euphemisms, puns, theatrical words and language games, such as inversions of letters. You can't just use those words and expressions in commercials. Whether they are originally intended to be comical or not. They kind of form a link between sender and receiver, and if that sender is a brand or a company, that won't work. Even though the agency's creative director is a bitch as a cathedral (here's another one!). It is about more than the context: here too you as the sender must have obtained the right to make jokes with gay language.
And then you can still use language to mislead each other or to purposely not understand each other. Absolut did a fantastic job with Cut the Crap Fax List in Australia. Accept cookies And as said: Absolut may also do this unabashedly. coming out Coming out: a sensitive topic, or can you make jokes about it? It just depends on how you do it, because yes, it is quite sensitive. Many brands in many countries have used this theme to make a commercial with (or without much) impact: McDonald's in France with Come as you are , which was also nicely spoofed .
But also in Taiwan with Acceptance , a clip called ' Mc Heartwarming '. Igloo's Italian brand Findus did it in 2014. Funny and surprising was the video from Opel in the UK: Accept cookies While they missed the mark quite a bit with ' Sex Change ' a few years before. By the way, Opel also had an advertisement with – literally – lots of fun underpants in Denmark: Ride Comfortably .