Brut Ad Advocates Violence Toward Gays

Yes, I am supposed to be writing a paper. Or two. And a dissertation. And the book. I am doing one of the aforementioned and have the game (Vikings vs. Cardinals) on in the background.

Just now an ad came on for “Brut Cologne” and featured a man talking about how he goes antiquing, “not because my wife makes me, but because my [insert French words here] étgére would look silly without the matching [insert more French words here] cabinet.”

There’s a jump cut to a hand pouring liberal amounts of a cologne into a hand and then a long, slow-motion shot of the now cologned hand slapping the face of the man in the ad. After the slap he shakes his head and says, “Ah, there’s my manhood.”


So…if you’re a man who understands the French terms above and knows when something doesn’t match something else, or a man who truly enjoys talking about that stuff, or simply a man who doesn’t give two bits about scratching himself in public and swapping spit with a woman, all you need…IS A SLAP?

How is this ad NOT advocating violence toward gay men? In fact, their ad campaign is “Some Men Just Need to be Slapped.”

You have a man who has just expressed some non-traditional preferences for furniture (as in, he knows an étegére from a coathanger) and he’s “slapped into manhood.”

Let’s, for fun, turn that around, shall we? Let’s create an ad with a woman in a t-shirt, wearing a tool belt and measuring a door. She looks into the camera and says something to the effect of, “I think if we reposition the framework we can adjust for the load-bearing needs of this room.”

Cut to a picture of someone pouring perfume from a suitably flowery bottle onto her work-scarred hand. Now let’s do a long, slow-motion shot of her being SLAPPED with that hand.

Then she can say, as she drops her tool belt and applies lipstick, “I think I’ll whip up a mousse for my man…and put on a pretty dress. Ah, there’s my femininity.”


And they wonder why homophobia is still so prevalent in our society?

I’m off in search of a contact number/email for Brut. Hmm…the best I can find is this: Web-based feedback.


3 Comments on “Brut Ad Advocates Violence Toward Gays”

  1. Shannon says:

    I would agree 😦 That’s really irresponsible advertising, no matter what position a person takes. Beyond even violence towards gays (the horrible implication), it’s mocking anyone who dares not to fit the stereotype.

    Maybe I should be slapped for being good with numbers and being the breadwinner in our family? Or my husband because he stays home with the tot? Hmph.

  2. DJ says:

    According to the BRUT website, buy their perfume and this is who you are:

    Since 1964, our brand has been interwoven in the fabric of America. BRUT is oftentimes the first fragrance bought by teenagers around the world, marking their transition to manhood. Since our inception, BRUT cologne has blossomed into a full product line complementing all stages of the male grooming process. Some qualities that most BRUT men seem to have been born with over the years include, but are in no way exclusive to, the following:
    A man who defines his own style. Who sees possibilities and makes them happen. Who is always respectful of the opposite sex. Who understands the code of the gentleman and who is at ease with and courteous to people even though they’re different from himself.
    He loves to win but realizes it’s not always about winning—sometimes it’s about the thrill of the hunt.
    He has been the hundredth caller.
    He is charitable and is always looking to give a hand to the downtrodden.
    He is a leader of the young and always wants to makes things better for them.
    He prefers things shaken, not stirred. But he will stir for others if that’s what they like.
    He always learns from his mistakes, though he rarely makes them.
    He has conviction, but is never convicted.
    He hates false promises and always does what he says he is going to do.
    He respects the opinions of others, but always makes up his own mind.
    Don’t mistake his passion for anger, as there are very few things that truly upset him. He is the essence of man.

    My goodness, isn’t that impressive? Slap on a little perfume and, voila! You’re all these things. That’s some amazing stuff. Slap on some BRUT and suddenly you keep your promises? Slap on some BRUT and become charitable? WOW! I’m impressed.

    True story: The guy I dated the longest in high school wore BRUT. Turns out he is gay, but not out or acknowleding at that point. Now, 30 years later, he’s been in a committed relationship with another man for decades. He was always respectful of the opposite sex (me); perhaps that’s because he wore BRUT.

  3. Tammi K says:

    I left church in a huff today because of a similar topic. Dumped my angst on hubby dear on the way home. Now this.Good thing he’s taking a nap or he would probably have another earful. Urgh! Suitable nasty letter to be sent to Brut in the near future.