Free Republic
Browse · Search
News/Activism
Topics · Post Article

Skip to comments.

Silly Little Fairy?
Advertising Age ^ | Apr. 17, 2006 | Bob Garfield

Posted on 05/01/2006 5:47:54 PM PDT by cicero's_son

Is This Dodge 'Fairy' Commercial Actually Hate Speech in Disguise? Bod Garfield's Ad Review: Watch the Video By Bob Garfield

Published: April 17, 2006

Faggot. Queer. Fairy. These are synonyms, epithets one and all disparaging gays -- or, more often, heterosexual men deemed insufficiently masculine. Let's call that Fact No. 1.

The 'Fairy' spot was created for Dodge by BBDO, Detroit. ALSO: Comment on this review in the 'Your Opinion' section below.

Macho brand Fact No. 2: Dodge is marketing its new Caliber subcompact as a tough little car, as opposed to sissy little Civics, Corollas and the like. This comports with Dodge's long-cultivated macho image, as exemplified by the grunting, Aerosmith heavy-metal music tag punctuating every spot.

Fact No. 3 is that one of the introductory commercials from BBDO, Detroit, features the juxtaposition of a burly tough guy and his Doberman with a sweater-draped girlie man who is walking four little lap dogs. Fact No. 4 is that the only line of dialogue in the commercial is the burly dude exclaiming, "Silly little fairy!"

And Fact No. 5 -- the genuinely astonishing fact -- is that Daimler Chrysler asserts that none of the above is meant to invoke a sexual insult.

"Was it intentional? Absolutely not," says spokeswoman Suraya Bliss, whose voice quavered as she spoke, perhaps because she was choking on the corporate line. "It's not the kind of company we are."

Preposterous corporate line But, of course, the corporate line is preposterous. Much more likely is that someone at BBDO realized they could call people fairies if their commercial depicted an actual fairy. Get it! How subversive! A flitty little fairy! We can imagine the hilarity in the cubicle as they contrived a way to set up the "Not for sissies" selling proposition based on an innocent magical fantasy. The result-mean-spirited but undeniably crafty -- is as follows:

A winged little pixie, fluttering along an urban skyline, waves her magic wand and -- in a puff of magical dust -- turns a skyscraper into a gingerbread house. Next she turns a commuter train into a colorful toy choo-choo. Then she spies a new Dodge Caliber, which she waves at with her wand.

But nothing happens. Three times she tries her magic, to no avail. For all her efforts, the shiny black Caliber remains a tough, rugged subcompact. Meanwhile, her momentum sends her flying-splat! -- into a building.

'Silly little fairy' A passing brute (he's also all in macho black as he walks his Doberman) is very amused by this scene. "Silly little fairy," he laughs.

So she wands him -- turning his Neanderthal getup into a wimpy tennis outfit, and his Doberman into four Pomeranians. "Oohhh!" he simpers.

Then the voice-over: "Introducing the all-new Dodge Caliber. It's anything but cute."

Oh, is it now?

Look, there's nothing wrong with positioning an economy car as a car with truck values. In fact, "the manly subcompact" is a very good idea. You can even suggest that everything else in the category looks effeminate. Though political correctness is out of control in this society, you're still allowed to choose your own sexual demeanor.

But what no advertiser has any business doing is calling people fairies, because it is cheap, because it is gratuitous, because it is hateful.

Gay and lesbian consumers Also self-destructive, undermining Daimler Chrysler corporate entreaties to gay and lesbian consumers -- not to mention the much larger sick-of-sexual-bullying population. But never mind the business consequences.

There is simply no room in advertising for hate speech. Period.

For the record, Daimler Chrysler and BBDO protest that this spot is obviously not homophobic because the guy with the lap dogs is a preppy type-as opposed to some flamboyant queen. Of course, the same people swear they were totally unaware of the "fairy" double-entendre.

They say we're seeing things. We say they're living in a fantasy world, and it's anything but cute.

Review: Zero stars Ad: Dodge Agency: BBDO Location: Detroit


TOPICS: Culture/Society
KEYWORDS: ad; advertising; agenda; commercial; dodge; dungmunchers; fairy; fruits; girliemen; homosexual; homosexualagenda; poofters; savage; silly; thisreeksofgayness; thisthreadisghey
Navigation: use the links below to view more comments.
first 1-5051-83 next last
I recently noticed that Dodge altered this commercial by removing the "silly little fairy" line. Without that line, the ad is pretty incoherent and pointless.

I suspected that the reason for the edit was protests from homosexual groups. Based on this article, I guess I was right.

What do you think?

1 posted on 05/01/2006 5:47:57 PM PDT by cicero's_son
[ Post Reply | Private Reply | View Replies]

To: cicero's_son

If the fairy in question was obviously male, I would see something to this.

But the fairy is very female. Thoughts of a gay meaning never crossed my mind.

That said, it's a completely stupid commercial.


2 posted on 05/01/2006 5:49:26 PM PDT by SandyInSeattle (Official RKBA Landscaper and Arborist, Duchess of Green Leafy Things)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

"Without that line, the ad is pretty incoherent and pointless."

Yes, it would be. My these fairies have thin skins, don't they?


3 posted on 05/01/2006 5:49:42 PM PDT by jocon307 (The Silent Majority - silent no longer)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SandyInSeattle

Not a great commercial, I agree. But I thought the punchline was pretty humorous.

And I saw no "anti-gay" slur in it whatsoever. It wasn't until the line was taken out that I even guessed that someone could have been offended.


4 posted on 05/01/2006 5:50:54 PM PDT by cicero's_son
[ Post Reply | Private Reply | To 2 | View Replies]

To: cicero's_son

Maybe they should just use the Slim Jim fairy. He looks like he could kick some butt.


5 posted on 05/01/2006 5:54:29 PM PDT by cripplecreek (Never a minigun handy when you need one.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

I noticed and thought the same thing. But about 10 minutes ago I saw it again and the "Silly little fairy" line was there again.


6 posted on 05/01/2006 5:54:46 PM PDT by Delta 21 ( MKC USCG - ret)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son
I think Bob Garfield has a tennis sweater and a harness load of Pomeranians, if you get my drift.

Real men don't even known what Pomeranians are. To us, all yappy little ankle-biting cat-wannabee dogs are the same.

d.o.l.

Criminal Number 18F

7 posted on 05/01/2006 5:55:52 PM PDT by Criminal Number 18F (Fighting Democrats, huh? Where the hell were they when I was fighting?)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son
Sorry.. "Faery" (fairy) was never confused with "faggot" in the english language.
Dodge is pandering.
I guess Disney better go out and burn "Tinker Bell" at the stake.
8 posted on 05/01/2006 5:58:15 PM PDT by xcamel (Press to Test, Release to Detonate)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

I guess silly little Bobbie Garfield is upset.


9 posted on 05/01/2006 5:58:36 PM PDT by Navy Patriot
[ Post Reply | Private Reply | To 1 | View Replies]

To: cripplecreek

But when he says, "Eat me!" they might take him up on it.


10 posted on 05/01/2006 5:59:20 PM PDT by Eagle Eye (There ought to be a law against excess legislation.)
[ Post Reply | Private Reply | To 5 | View Replies]

To: cicero's_son

I think the fairy's revenge on the macho man subverts the tough guy image that they're trying to project onto the car. It suggests that macho men are really "fairies," or interchangeable with them. The fairy remains the powerful figure even if the car seems immune to that power.

Who do you suppose produces these ads, anyway?


11 posted on 05/01/2006 6:01:10 PM PDT by dr_lew
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

I thought the ad was kind of funny. I didn't even Make the "gay' connection!


12 posted on 05/01/2006 6:04:20 PM PDT by singfreedom ("Victory at all costs,.......for without victory there is no survival."--Churchill--that's "Winston")
[ Post Reply | Private Reply | To 1 | View Replies]

To: jocon307
My these fairies have thin skins, don't they?

Do they ever.

Somehow, I'm guessing that Garfield doesn't get his panties into a twist whenever an ad takes a subliminal dig at Christians, or at "hicks from flyover country."

But Heaven forfend that anyone dare offend the homosexual lobby.

13 posted on 05/01/2006 6:04:29 PM PDT by cicero's_son
[ Post Reply | Private Reply | To 3 | View Replies]

To: cicero's_son

Have it herding sheep and making love to Dodge pickup in its tent up in Montana while fire crackers go off in the background and its wife screams, " you ain't going up their for fishing!!" and then it is a serious commercial.


14 posted on 05/01/2006 6:04:43 PM PDT by Porterville (I gave at the State Franchise Board; leave me alone you blood sucking liberal.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

Have it herding sheep and making love to Dodge pickup in its tent up in Montana while fire crackers go off in the background and its wife screams, " you ain't going up their for fishing!!" and then it is a serious commercial.


15 posted on 05/01/2006 6:04:44 PM PDT by Porterville (I gave at the State Franchise Board; leave me alone you blood sucking liberal.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

Have it herding sheep and making love to Dodge pickup in its tent up in Montana while fire crackers go off in the background and its wife screams, " you ain't going up their for fishing!!" and then it is a serious commercial.


16 posted on 05/01/2006 6:04:45 PM PDT by Porterville (I gave at the State Franchise Board; leave me alone you blood sucking liberal.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: Criminal Number 18F

A Pomeranian is a breed of dog that my wife's house cat would use for target practice.


17 posted on 05/01/2006 6:07:06 PM PDT by Farmer Dean (Every time a toilet flushes,another liberal gets his brains.)
[ Post Reply | Private Reply | To 7 | View Replies]

To: cicero's_son
What do you think?

I think only a fairy would object to this.

18 posted on 05/01/2006 6:07:14 PM PDT by humblegunner (If you're gonna die, die with your boots on.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

hmmm.. silly little fairies complaining about a faery.

It is far more offesive to have homosexuals throwing hissy fits every time thet believe they sexual fetish is correctly exposed as disgusting.


19 posted on 05/01/2006 6:07:15 PM PDT by longtermmemmory (VOTE! http://www.senate.gov and http://www.house.gov)
[ Post Reply | Private Reply | To 1 | View Replies]

To: Delta 21

I saw it this afternoon and it still had the fairy line in it.


20 posted on 05/01/2006 6:07:31 PM PDT by digitalbrownshirt (http://digitalbrownshirt.blogspot.com)
[ Post Reply | Private Reply | To 6 | View Replies]

To: cicero's_son

I think the ad is gay.


21 posted on 05/01/2006 6:08:06 PM PDT by Huck (Hey look, I'm still here.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: digitalbrownshirt
I saw it this afternoon and it still had the fairy line in it.

That's fascinating. So they're still running the "homophobic" version in some markets???

I've seen the ad no fewer than 20 times in the last week and a half. Not once was the "silly little fairy" line left in it.

22 posted on 05/01/2006 6:09:47 PM PDT by cicero's_son
[ Post Reply | Private Reply | To 20 | View Replies]

To: cicero's_son

Actually, the burly dude said "Silly, little faerie", not "Silly, little fairy".

On another note, I'm guessing that Bob Garfield "doesn't like girls".


23 posted on 05/01/2006 6:11:21 PM PDT by Redcloak (Messing up perfectly good threads since 1998.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

"What do you think?"

I think that sometimes a fairy is just a fairy...and that people that live for no reason other than to be offended will find offense wherever they look.


24 posted on 05/01/2006 6:12:02 PM PDT by Diana in Wisconsin (Save The Earth. It's The Only Planet With Chocolate.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: SandyInSeattle

But, but, but .... what about the Snack Fairy? He's a guy. (In a tutu.)


25 posted on 05/01/2006 6:15:59 PM PDT by Rte66
[ Post Reply | Private Reply | To 2 | View Replies]

To: Rte66
Good point.

Next, they'll be after the Tooth Fairy.

26 posted on 05/01/2006 6:17:07 PM PDT by cicero's_son
[ Post Reply | Private Reply | To 25 | View Replies]

To: Servant of the 9
I think Bob Garfield has a tennis sweater and a harness load of Pomeranians,

Pomeranians...

27 posted on 05/01/2006 6:18:57 PM PDT by null and void (American leftists are more concerned about regaining their power than with the safety of the country)
[ Post Reply | Private Reply | To 7 | View Replies]

To: Eagle Eye

This isn't the commercial where the big black evil SUV sneaks up on the little unsuspecting sedan, opens its jaws, grill teeth and all, and then swallows it whole, is it?


28 posted on 05/01/2006 6:19:18 PM PDT by Rte66
[ Post Reply | Private Reply | To 10 | View Replies]

To: Rte66

Now, he's funny.


29 posted on 05/01/2006 6:24:02 PM PDT by SandyInSeattle (Official RKBA Landscaper and Arborist, Duchess of Green Leafy Things)
[ Post Reply | Private Reply | To 25 | View Replies]

To: cicero's_son
"So she wands him -- turning his Neanderthal getup into a wimpy tennis outfit, and his Doberman into four Pomeranians. "Oohhh!" he simpers

I believe those are Schipperkes, not Pomeranians.

30 posted on 05/01/2006 6:24:19 PM PDT by Mushinronshasan
[ Post Reply | Private Reply | To 1 | View Replies]

To: Criminal Number 18F

My family's first dog was a pom.


31 posted on 05/01/2006 6:29:27 PM PDT by Bogey78O (<thinking of new tagline>)
[ Post Reply | Private Reply | To 7 | View Replies]

To: Mushinronshasan
Oh, yeah, the radio ad for the Dodge Caliber is very much anti-gay. I thought it was a parody when I heard it the first time. The "no vaughsses (vases) on the dash for pansies" and the line that says "when you put the pedal down, it makes a statement... and that statement is NOT I like broadway musicals" seemed to me like an in-your-face response to the gay crowd.
32 posted on 05/01/2006 6:31:16 PM PDT by Mushinronshasan
[ Post Reply | Private Reply | To 30 | View Replies]

To: SandyInSeattle

Someone told me he's on "Whose Line is it?" I don't watch that, so maybe that's why I don't quite get it. I thought maybe it was to make fun of the "elfin magic" of the competitor.


33 posted on 05/01/2006 6:37:20 PM PDT by Rte66
[ Post Reply | Private Reply | To 29 | View Replies]

To: cicero's_son
This is the same Bob Garfield that trashed O'Reilly for going after a judge who suspended the sentence of a child molester.

So he is outraged at imagined homophobia, but dismissive of proven pedophilia.

34 posted on 05/01/2006 6:45:58 PM PDT by Captainpaintball (History is not written by those who win wars, but by those who win the war for the History Dept.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

I saw both versions, and they still have the "silly little fairy" bit on the commercial. Think it's a shorter time version.


35 posted on 05/01/2006 6:48:39 PM PDT by chemicalman (Many have skeletons in their closets. In New Orleans, we have skeletons in our attics.)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son
The fairy was a woman, a very pretty woman..
Pure jealously.. very Queer jealously..
36 posted on 05/01/2006 6:50:13 PM PDT by hosepipe (CAUTION: This propaganda is laced with hyperbole..)
[ Post Reply | Private Reply | To 1 | View Replies]

To: Navy Patriot

I think that Garfield recognizes that he doesn't measure up in the masculinity department, and that is what really offends.


Projection.


37 posted on 05/01/2006 6:55:01 PM PDT by Donald Meaker (The MG-42 has a rate of fire of 1300 rounds per minute.)
[ Post Reply | Private Reply | To 9 | View Replies]

To: cicero's_son

Maine decided it had to change Squaw Mountain to Moose Mountain to avoid hurting the feelings of the Indian community. I'm not sure how many place names in the US include the word "Fairy" but I'm sure it's quite a few (e.g. Fairy Lake near Bozeman, MT).


38 posted on 05/01/2006 6:57:24 PM PDT by NewHampshireDuo
[ Post Reply | Private Reply | To 1 | View Replies]

To: Donald Meaker
Projection.

I agree, and find this is common across the board with leftists. Whenever they spew forth on conservatives' hidden motives they are just confessing what THEY would do if given the power.

39 posted on 05/01/2006 7:02:14 PM PDT by Navy Patriot
[ Post Reply | Private Reply | To 37 | View Replies]

To: cicero's_son; Squantos; CedarDave; elkfersupper

All the women at my office and elsewhere, say my new RAV4 is cute.

I own a cute SUV!


40 posted on 05/01/2006 7:03:02 PM PDT by razorback-bert (Kooks For Kinky)
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

The commercial features a fairy, read that sprite, pixie, brownie, what have you.

The Gay lobby is grasping at straws, and merely trying to intimidate Corporate America.

Would these crybabies be whining if the guy had said, "ridiculous little sprite"?


41 posted on 05/01/2006 7:10:01 PM PDT by Darnright (When the going gets tough, the tough go shopping, May 1, 2006 Buycott!)
[ Post Reply | Private Reply | To 1 | View Replies]

To: razorback-bert
I own a cute SUV!

Sometimes I worry about you, bert.

They think these are cute too. Why not just go whole hog?

Just remember to put a cut flower or two in the dashboard-mounted vase.

42 posted on 05/01/2006 7:18:05 PM PDT by elkfersupper
[ Post Reply | Private Reply | To 40 | View Replies]

To: cicero's_son

Queer ass folk.


43 posted on 05/01/2006 7:18:12 PM PDT by VeniVidiVici (How are you going to celebrate "Fire An Illegal Alien Day" on May 1?)
[ Post Reply | Private Reply | To 1 | View Replies]

To: elkfersupper

Yea, I know now I should have bought the Lexus RX330.


44 posted on 05/01/2006 7:20:50 PM PDT by razorback-bert (Kooks For Kinky)
[ Post Reply | Private Reply | To 42 | View Replies]

To: razorback-bert
I should have bought the Lexus RX330.

I know. I own 3 Toyotas and an F-350.

Guess which is always in the shop?

45 posted on 05/01/2006 7:29:39 PM PDT by elkfersupper
[ Post Reply | Private Reply | To 44 | View Replies]

To: elkfersupper

The cute one?


46 posted on 05/01/2006 7:32:04 PM PDT by razorback-bert (Kooks For Kinky)
[ Post Reply | Private Reply | To 45 | View Replies]

To: cicero's_son

I just saw the ad again tonight. The quote was still in there, as was the very queer sounding "AWWWW". I giggle every time I see that commercial.


47 posted on 05/01/2006 7:33:39 PM PDT by new cruelty
[ Post Reply | Private Reply | To 1 | View Replies]

To: cicero's_son

I've adamantly sworn never to buy another Plymouth.

Guess things can change.

This ad warms my heart.

IT's a breath of air in a stifled, artificial, PC world.


48 posted on 05/01/2006 7:38:22 PM PDT by TFMcGuire (Either you are an American, or you are a liberal)
[ Post Reply | Private Reply | To 1 | View Replies]

To: Darnright
The Gay lobby is grasping at straws, and merely trying to intimidate Corporate America.

I heard on the radio that one of the things the gays were upset about was the leashes were turned pink which this article doesn't point out.

49 posted on 05/01/2006 7:40:32 PM PDT by bulldozer
[ Post Reply | Private Reply | To 41 | View Replies]

To: cicero's_son
But what no advertiser has any business doing is calling people fairies, because it is cheap, because it is gratuitous, because it is hateful.

Well, you're REALLY gonna find this "hateful:"


50 posted on 05/01/2006 7:41:04 PM PDT by freedumb2003 (Don't call them "undocumented workers." Use the correct term: CRIMINAL INVADERS!)
[ Post Reply | Private Reply | To 1 | View Replies]


Navigation: use the links below to view more comments.
first 1-5051-83 next last

Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.

Free Republic
Browse · Search
News/Activism
Topics · Post Article

FreeRepublic, LLC, PO BOX 9771, FRESNO, CA 93794
FreeRepublic.com is powered by software copyright 2000-2008 John Robinson