Bil Browning

Egyptian Gay Coke Commercial

Filed By Bil Browning | August 27, 2010 12:00 PM | comments

Filed in: Politics
Tags: Coca Cola, Coke, Egypt, homoerotic commercials

Keep in mind that homosexuality is illegal in Egypt. This is a push-the-boundaries ad for Coca Cola that's currently playing on Egyptian TV. It's really tame for the US, but the ad agency, Cairo's Fortune Promoseven, could face some potential backlash.


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LOL -- well, I dont think it's so much gay as it is "I aint touching this nasty bottle top".

Michelle Marzullo | August 27, 2010 4:13 PM

This is great. Subtle is right, but listen to the context: "Don't forget, I'm also just a girl standing in front of a boy (sound of bottle opening), asking to be loved..." and the amourous look on the other man's face after opening the bottle!

It totally reminds me of that movie, "The Celluloid Closet" (1995) which assembled clips of US movies rich with gay innuendo and double entendre:

http://www.youtube.com/watch?v=JL_vrb4-6_0

I think Bil you completely misread this ad and were using a 100% western framework to analyze what it would mean to an Egyptian. First of all, men touch men all the time in Egypt and it is not viewed as romantic or sexual. Men hold hands walking down the street. Now that being said, there does seem to be a romantic subtext to this ad, but it doesn't seem to be positive particularly given the society it is in. I think it was "gay" like that Adam Sandler movie where the straight guys pretend to be gay for partnership benefits. It strikes me as more making fun of gay people than promoting gays or gay rights...

Remarkable. It will be interesting to follow backlash.

I like the audio too, as Michelle pointed it out, and most people watching this commercial wouldn't get it since it's in English.

I wouldn't read it as Matt did though, since these two people don't seem to know each other. I think the fact that the one who grabs the other's hand is hot, while the other isn't, with his expression of "OMG he touched me!" lends itself to a sexual reading of the hand-holding.

Even though men have been arrested recently for same-sex activity, they're still human in Egypt with the same natural drives that we feel in the West. There is plenty of same-sex action going on and people aren't stupid, they know it goes on no matter what the law says. I doubt there'll be backlash unless their conservatives are willing to go the Tinky Winky route - going crazy over pop culture imagery (instead of outright bans) is a particularly American thing.