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42 Below releases another ‘gay’ Flash ad New Zealand vodka maker 42 Below just doesn’t care if it pisses people off. Particularly gay people. Having already caused a stink with this Flash ad, the company has released another that may be even more offensive. (It includes lots of cursing, and one image that we’ll call too hairy for work.) This ad promotes 42 Below’s sponsorship of something called Hero Party 2006, set for Feb. 25 in Auckland. The irony is supposed to be that 42 Below is actually courting the gay market with this stuff. —Posted by Tim Nudd

February 3, 2006 | Permalink

Comments

Classify as camp.

Posted by: thespunker | Feb 3, 2006 11:11:41 AM

I wonder if they get Andy Milonakis down in New Zealand.

gorillamask.net/superbowlgay.shtml

Posted by: Hizzle | Feb 4, 2006 10:44:38 AM

The first ad is mediocre, but the second one is actually very funny. It is intended to be watched by a gay public, it mocks homophobia. The tone is completely tongue-in-cheek, I don't see how could it be deemed offensive.

Posted by: S.C. | Feb 4, 2006 4:01:43 PM

Would someone be able to tell me what language the jingle (http://www.42below.com/callcentre/) is being sung in - Also would like to know the name of the song - seems to be very catchy....

Posted by: Chaitanya Kumar | Feb 24, 2006 8:17:05 PM

They're trying hard for shock value and it shows--and that's never cool. Obviously they want this to be passed around on the internet-but they're wasting their time and money if they are really serious about going after the larger GLBT market. As a gay male it got my attention, I'm not offended, but I would never buy their product. If you want to make fun of the GLBT community you better be extremely clever. This just comes across as straight frat boy humor; which makes me suspect it's real target market is young straight males. And I don't see now it would appeal to any women, straight or gay. They don't drink vodka?

Posted by: r-sky | May 29, 2006 10:48:51 PM

i'm from new zealand and bi and think most people that find these ads are offensive blablabla need to toughen up. seriously. get over it.

Posted by: Jimmydrix | Sep 28, 2006 8:58:13 PM

Oh, i love their ad and marketing campaigns! They are hilarious compare to other products (boring). and what if they are edgy, so what? Why cant they do this?

Take TUI, a New Zealand beer brand, they had ad campaign saying "helping ugly people have sex since 1964.." and once again i loved it and as far as im concerned their revenues jumped when they launched that campaign.. But if you feel insecure then you might not like it..

And, so that all you dumbasses know, they are targeting 20-35 with money. They have been the exclusive vodka at the Oscars afterparty in LA. They have also been the only vodka at the lord of the rings premiere afterparty..

So think again.

Posted by: yurka | Apr 5, 2007 12:38:31 AM

Thei ads are hugely sucessful here in NZ and i dont feel their tongue n cheek method of taking the piss out of gays is offensive to me. They have been very popular ads and quite hilarious, people need to relax and not take life so seriously.

Posted by: Chris | Jul 3, 2008 9:20:04 PM

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