LAST CALL: Leo Burnett has gay ol' time with highly laudedcommercial

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, and,

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

not married."

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