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Foster’s deny homophobia in new ad

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  1. It’s insane that Foster’s have even had to make a statement, the advert was clearly not homophobic. But there’s always at least one paranoid gayzilla out there ready to pounce on anything involving homosexuality and scavenge for homophobia.

    Pink News obviously hasn’t yet managed to distinguish between humourless nutters and genuine cases of homophobia. Crying wolf only serves to discredit the real cases and gives our opponents greater ammunition against us.

    1. Agreed.

    2. Vincent Owen 23 Mar 2011, 1:40pm

      If this was a white person asking ‘should I run suntan on my black friend’ it would have been racist. This is a clearly homophobic ad, and something to be expected from colonial homophobic australia. Perhaps they should air this over there, where the audience might find it funny.

    3. jJorge Esteves 23 Mar 2011, 9:47pm


      1. Jorge Esteves 23 Mar 2011, 9:53pm

        I do not think the add is homophobic! everybody should understand that humour must be free!

  2. What complaints?
    By who? This sh|t-stirring rag of a website?

    Read all the comments previously, NOBODY thought the ad was homophobic. No wonder gays get accused of nit-picking paranoia when it’s people like you trying to pick a fight, and then making out it’s the rest of us complaining.

  3. The story should really be something like “Humourless paranoid loons still looking for homophobia to justify the chips on their shoulders”

  4. Chips on their shoulders? Crikey, they’ve more pommes frites than the annual output of Wallonia.

    Again, Steve Brewer, write to The Guardian or even the bloody Daily Mail for a better shot at journalism. This is just humiliating and by associating yourself with PN, you’re going to get labelled.

  5. If you dont like Pink News no one is keeping you here. Ta ta!

  6. JackAlison 5 Mar 2011, 3:08pm

    In Australia the common, ‘she’ll be right mate’ attitude is responsible for the callous disregard of many heinous acts carried out against minorities, including gays. The beer/alcohol culture here is famously always one step away from intimidation and violence which has not decreased, particularly against gays. There are numerous alcohol fuelled assaults that start out exactly like the this advert with str8 heterosexual codes of conduct of what it is to be male. I cringe when I see adverts like this because they are all too vivid reminders of behavioral precursors to violence particularly meted out by 20 something men who do the rounds of gay precincts in Melbourne and Sydney (actually much worse in country areas.) A ‘wrong’ look or an incorrect advance can land u in the emergency room. Adverts like this perpetuate bro culture that is more sinister than lighthearted.

    1. Hi JackAlison

      I thought your comment was very interesting. In a sense what you appear to be saying is that the Avertisment is very sophisticated, in that it is trying to capture the overt and covert forms of homophobia in the drinking culture.

      Perhaps the advertisement is double edged, in that it is an attack on the culture of macho homophobia, whilst pointing out the dangers of the paranoia on which it is based.

      1. That’s exactly what the advert is trying to do.

    2. Vincent Owen 23 Mar 2011, 1:44pm

      I totally agree – this ‘light hearted joke’ is nothing lighthearted and is not a joke. It’s a deeply offensive homophobic advert. It is not OK to have this broadcast in the UK, and sadly it should not be OK to broadcast in australia, however I am sure it will have far more support over there.

      Yet again hate against gays is written off as a ‘joke’ – this is offensive.

  7. The majority of comments on will have been made by people who have accepted their own sexuality, defined themselves on their own terms and not on other people’s, and can easily extract and appreciate the humour of this advert (or rejected it as unfunny without taking offence as the case may be).

    Those who do not comment here include young men who have not come to terms with their attraction to other guys, whose male friends are macho in this way (but then seriously macho) and expect them to be too. If these guys can also rise above the apparent face-value message in the advert and laugh at it, then all is well. But some more encouragement for this group to do that might just be needed.

    1. That is a valid point.

      I don’t think that macho fear of any sign of homosexuality is much of a laughing matter. People really are afraid to come out because for this reason. I’m not entirely sure whether the commercial wants us to be laughing with, or at, the characters.

      I think it can promote isolation of gay people – would you as a gay man, feel safe on holiday with a group of people like this? It’s exactly this fear of homosexuality that makes footballers scared witless of sharing a shower with a gay player. (Or sharing a room) It’s the same fear that drives homophobic hate crime.

      The ad is almost as tasteless as the beer it promotes to be frank.

  8. So a one sentence foot note excuses your continued attempts to make issues out of beer ads in the absence of real news!

    You people at Pinknews are petty and as guilty of stirring up homophobic propaganda as the Daily Mail – Shame on your bone idle ‘journalists’ – Report real issues or leave well alone!

    PS If you are unable to fill these often informative pages with relevant reporting – then find other stories of interest with a positive slant on worlds Gay communities.

  9. Did anyone, asides from the original writer of the article, actually complain about the advert?

    1. Apparently “somebody” mad a comment on YouTube.
      SHOCK! HORROR! like the fount of great wisdom that they use as a journalistic source. What’s the bets, come Monday morning, all our attacks on this will have been deleted? I’ve seen it done numerous times, slag off whoever you want, but don’t bite the hand that feeds you. Yeah right. fcuk ’em.

    2. Queerty did an article on it, which was stupidly chip on shoulder.

  10. Yep, still not news!

    Btw, anyone else think the budgie smuggler boy is hot? :-P

  11. the only thing that offends me here is the out of shape bodies…

  12. They are a business who market predominantly to the alpha male. They used this angle in their advert. I very much doubt homophobia or gay rights crossed their minds when creating the advert and so the advert is not homophobic. It’s probably worth noting there are plenty of macho gay people out there who are comfortable with their sexuality. Those who do find this advert offensive, what exactly do you want to happen? To completely stamp out all alpha males? That’s not going to happen, nor should it. If you want to promote the message “everyone should be free to be who they are” then you’re not doing a very good job by treating all masculine straight men with disdain and ignorance. There are many bad eggs out there, but to assume an alpha male heterosexual is homophobic because he doesn’t feel comfortable sitting half naked on his half naked best mate rubbing sun tan lotion into his back is beyond ridiculous. At least that’s my view. :)

    1. Vincent Owen 23 Mar 2011, 1:49pm

      This isn’t about being ‘comfortable’ in your sexuality, and you suggest that anyone who finds it offensive isn’t.
      Again, just like racism, if this made fun or ‘light hearted humour’ (code for lighten up) it would be condemned as racist, which it would have been. On this occasion it is homophobic. Another ad will likely be sexist.
      I cannot understand why people defend these type of offensive ads – clearly if someone complains – that person has been offended. The intention of the ad, and the offensive effects of it may be two different things – I am sure fosters will claim it was not ‘intended’ to be homophobic, but does that make it OK? It should be pulled and transmission should not be allowed of this offensive advert.

  13. Amazing that people complained over this advert

  14. Robert (Kettering) 5 Mar 2011, 5:30pm

    As an Out Queen since the 1970s I know homophobia when I see it and this advert is not it. It’s dead funny and as I have already said before, love the way it p*ss takes straight mate culture. I also adore the cute guy in the yellow Speedos, real eye candy.

    Actually if some Queens are over sensitive about this avert what would they make of the Dereck sketches by Catherine Taite? I loved them too and we all know Queens like Dereck don’t we!

  15. I can’t believe Fosters actually responded. If I was them, I would have had a jolly good laugh in the conference room and sent absolutely no reply.

  16. Paddyswurds 6 Mar 2011, 1:36am

    ….. Would you all for fcuk sake get over yerselves. This the biggest non story since …well ever. I laugh out loud every time i see this ad…it is a send up of straight guys and abofeckinloutely not homophobic.. and anyone who thinks it is needs to have a word with themselves. Enough already.!!!

    1. Yeah, if anything, it’s a mickey take of STRAIGHT men- no need for a knee-jerk reaction! I don’t condone any kind of homophobic remark or joke, but this isn’t- Some people seem to have had their sense of humour surgically removed…

  17. Please please pleaaaaase Pink News, stop with these unnecessarily inflamatory articles. Crying Wolf does nobody any favours, and it is exactly the sort of thing true homophobes love to use against us. The advert is clearly playing on typical male machismo, nothing else. I have absolutely no idea where people see homophobic attitudes in it.

  18. Well my first reaction to the advert was how homophobic it was! It was like going back to the 70s or 80s. The fact that the characters go out of their way not to appear or be associated with anything apparently gay speaks for itself. Wrong!

    1. You’re a bit paranoid. The world has moved on since the 70s, including gays. I sense you are someone who finds homophobia in everything from car tyres to fishing rods.

      1. Vincent Owen 23 Mar 2011, 1:52pm

        If you don’t find it homophobic I am really happy for you. However, some people do. You are perhaps not sensitive to homophobia or simply disregard it or not notice it. That is great for you and enables you to not be offended as others are. However, at the end of the day if a person finds it offensive, you cannot regulate their thoughts. I found it deeply offensive.

  19. I thought if anything, it actually tackles homophobia……it made a lad concerned abou touching his mate look stupid – and said to teh wider audience “this happens…so what”…homophobia? i don’t think so!!! PC gone mad more like!!!

  20. That’s not entirely true. The dude asks if it’s gay to rubb suncream on his mate’s back. Technically that is homophobic. The important thing is, it’s a socially accepted form of homophobia, that even the gay community says it’s okay for straight people to have, because it’s in their own private intimate zone. To be realistic, it’s not like they even say the F-word. The damage is rather minimal. That’s the difference.

    1. How is it ‘technically homophobic’? You can’t just make wild claims like that without substantiating them, crikey!

      It’s a socially acceptable form of homophobia? Nah, a socially acceptable form of humour, I think you meant. Gays can laugh at themselves too – Alan Carr doesn’t have a monopoly on gay jokes and it’s hypocrisy to say, ‘oh he’s allowed because he’s gay’. That’s not real equality is it? The advert pokes fun at insecure straight men. And even then, the guy decides it’s fine to rub lotion in his mate’s back – just with board shorts on instead. The audience knows that difference is ridiculous as it changes nothing about the situation.

      That’s the joke. Try laughing at it.

      1. But the “joke” unaccountably omits the punchline. Instead of looking sheepish, the guy in the yellow trunks should reply by grabbing the waistband of his pathetic friend’s boardshorts, spraying and liberally applying a huge gob of suncream down inside, and thereby making it quite clear which of them will have to change. Can’t Australian beer drinkers handle that humour?

  21. It might not be homophobic but it is heterosexist.

  22. I just don’t understand why someone would ask friends if they should protect someone’s skin with sun cream?
    Would he ask if he should use condom?
    And then again if he wouldn’t ask friends if he should apply cream on girlfriends back add is obviously promoting fear to male:male relationship regardless of sexuality. Homophobia disguised with humor is still homophobia.
    Tasteless as beer they promote indeed Adrian. Never again shell I buy it.

    1. Vincent Owen 23 Mar 2011, 1:54pm

      totally agree. it perpetuates homophobia and justifies it by bringing cheap low humour into it. Then again, it is an australian product and they are rather behind on gay equality over there, so it’s in tune with their latest governments opposition to gay marriage there – another irrational fear of homosexuality.

  23. its funny not offensive. unless you want it to be offensive and are looking at it with a “could i possibly find offense in this? ” magnifying glass.

  24. Vincent Owen 23 Mar 2011, 1:37pm

    complain to
    you can express your opinion to the advertising standards authority by webform it’s quick and easy

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