Not everyone would appreciate having their commercial named "The
Gayest of All Time." Not so the creative folks at Leo Burnett Worldwide,
who recently had that honor bestowed upon them by PlanetOut
"They were thrilled," said Bryce Eberhart, director of corporate
communications at PlanetOut. "We even got a nice note from one of the
guys on the creative team."
PlanetOut wanted to find a way to laud marketers who specifically target
gay and lesbian audiences. So it started compiling a list of the best
examples and let visitors to its Web sites, PlanetOut.com and Gay.com,
do the final voting.
The winner by a landslide was Hyundai's "Boy Toy" ad, created by Leo
Burnett's Swedish agency. The ad shows a husband and wife, both driving
Hyundais, pulling up alongside one another at a red light, exchanging
nods, and then pulling away. The wife is then revealed to have been
hiding another man in the car. The kicker? So was the husband.
Why was this such a clear favorite? "It really speaks to the gay and
lesbian community," said Eberhart, "but more than that, great creative
is great creative."
PlanetOut had such a good time putting this together, plans are
reportedly in the works to make the award an annual one, even breaking
it up into different categories (print, online, etc.). And according to
Eberhart, there's already a favorite for next year: "It was too early to
get the new Miller Lite commercial in, but it's awesome."
For you curious types, it involves two women, a bar full of men, a
complimentary Miller Lite, and the closing phrase "Well at least he's