A new ad campaign directed at gay men is a playfully narcissistic look at the history of queer sex. After all, it’s a cliché to say that every generation believes they invented sex. Well, clearly this old gent believes he invented homosexuality — and safe sex. And we have fun with the whole concept. What I love about this campaign is that both TV spots and a blog show an older gay man enjoying life, and sex, well beyond daddyhunt to granddaddy hunt. And he is clearly happy. This in itself is a departure from the stereotype of the bitter, lonely, jaded old queen. And what a pleasure to see that old saw retired. Now if only I could afford to be retired too — and enjoying life as well as The First Gay. Thanks to TBWA Belgium for this sweet and sly campaign. The slogan for the campaign, Love Life, is a terrific twist, not merely sex positive, but life positive. And that makes it a winner. If not at Cannes, at least with this queer Jewish Buddhist advertising copywriter. Check out the first spot via the link above. And this priceless piece below that gives a whole new meaning to Gay Sauna — they should show the whole campaign at NewFest in NYC next month.
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