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Cachaça Magnifica: You're Going to Need a Drink if You Think Your Son Might Be Gay


A new ad for the Brazilian liquor suggests you're going to need it if you suspect your son is gay.

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  1. 1) Holy crap their apartment has 3 bathrooms!
    2) Screw Cachaca, it tastes like ka-ka anyway

    Posted by: Ian | Mar 21, 2011 8:41:41 PM

  2. Well, isn't that just slightly homophobic...

    Posted by: Robert In WeHo | Mar 21, 2011 8:44:40 PM

  3. What a stupid ad. Particularly the implication that if your son might be gay, the best response is to get drunk. Then maybe beat some sense into him.

    Though it looks like this ad is running in Brazil, so I don't understand why it's not in Portuguese.

    Posted by: Paul R | Mar 21, 2011 8:49:31 PM

  4. Brazil is an pretty highly homophobic country, so this unfortunate ad is no surprise.

    Posted by: Francis | Mar 21, 2011 8:52:18 PM

  5. The in-kitchen bedroom looks pretty small.

    Posted by: Nick | Mar 21, 2011 8:56:55 PM

  6. Probably would need a drink if it came as a complete shock, but that's not going to sell a lot of liquor.

    Posted by: anon | Mar 21, 2011 9:00:02 PM

  7. I don't know about the product, but I like the apartment. Would turn that bedroom off the kitchen into a home office though. Besides, watching "Brokeback Mountain" will probably scare them away from gay.

    Posted by: jpeckjr | Mar 21, 2011 9:07:10 PM

  8. I actually found this ad kinda funny.

    Posted by: Eric | Mar 21, 2011 9:14:09 PM

  9. This ad is hilarious, you girls are too sensitive.

    Posted by: fan | Mar 21, 2011 9:17:12 PM

  10. Seriously, lighten up. It's what Brazilians do and why the so called "homophobia" one might encounter there is on an entirely different level. Anyone who's actually been there knows that gay acceptance is especially strong on a society-wide level, with the exception of the growing US-style fundamentalist "Christian" groups.

    Posted by: denison | Mar 21, 2011 9:28:33 PM

  11. Hmph. I shrugged and said "Jesus Christ, the things these guys find to complain about..."

    But then the straight buddy I'm going to dinner with looked over my shoulder and started ranting about how damaging such attitudes are to hetero men. He says if he has to suck cock to be able to watch a great movie with a friend instead of the unending tedium of commercial sports, he'll do it, but not to get my hopes up because he's going right back to girls afterwards.

    I laughed and he asked if I'd find it funny if every time I went to the movies with a woman people started assuming I was heterosexual. You know? I really wouldn't... It would piss me off. Particularly if they talked about it as though they'd caught me doing something shameful.

    Ok. Jack 1, me 0. I buy the margaritas.

    Posted by: Bryan | Mar 21, 2011 9:59:25 PM

  12. I found the ad rather funny. The truly shocking thing? 3 bathrooms, not one bathtub!

    Posted by: Ryan | Mar 21, 2011 10:16:24 PM

  13. i used to read other gay media, but i gave them up, because this was the only place i thought i'd never see information deturpation and sensationalism.

    the add actually goes: "if you gotta be strong, we gotta be strong."

    wich can mean something totaly innocent like "omfg, its time to have THAT chat with the kid. they grow so fast. chuif".
    it can actually be considered fast forward and pro ▼ rghts.

    shame on you.

    Posted by: nct | Mar 21, 2011 10:33:48 PM

  14. I love how heteros think that "Brokeback Mountain" is the gay epic.

    Posted by: Toto | Mar 21, 2011 10:33:59 PM

  15. The small bedroom and accompanying bathroom off of the kitchen is the maid's quarters. I've only seen plans like that from the Middle East. I didn't know that Brazil's culture was that conservative. I haven't decided if the ad is homophobic or not. I'd rather have a parent get a drink and think calmly about the situation rather than go into a rage and throw the son out.

    Posted by: Isaac | Mar 21, 2011 10:34:18 PM

  16. @ Ryan, I cosign that.

    Posted by: RONTEX | Mar 21, 2011 10:34:19 PM

  17. Not only is there a TINY maid's doesn't even have a window.

    "...A young man called Peter invited his mother for dinner. During the course of the meal, his mother couldn't help but notice how handsome Peter's flatmate was. She had long been suspicious of a relationship between the two, and this only made her more curious.

    Over the course of the evening, while watching the two interact, she started to wonder if there was more between Peter and his flatmate than met the eye. Reading his mum's thoughts, Peter volunteered "I know what you must be thinking, but I assure you, Simon and I are just flatmates"

    About a week later, Simon came to Peter saying "ever since your mother came to dinner, I've been unable to find the frying pan, you don't suppose she took it do you?" "Well, I doubt it, but I will e-mail her just to be SURE." said Peter, so he sat down and wrote:

    Dear Mother, I'm not saying that you 'did' take the frying pan from my house, I'm not saying you 'did not' take the frying pan, but the fact remains that it has been missing ever since you were here for dinner. Love Peter.

    Several days later, Peter received an e-mail from his mother which read:

    Dear son, I'm not saying that you do sleep with Simon and I'm not saying you do not sleep with Simon, but the fact remains that if he was sleeping in his own bed, he would have found the frying pan by now. Love Mum"

    Posted by: Ted B. (Charging Rhino) | Mar 21, 2011 10:49:56 PM

  18. Brazil has huge thriving LGBT communities, recognizes same-sex unions, and has the biggest gay pride (Sao Paulo) in the world. Like most places, it has a ways to go, and the cities are much more accepting than small towns, but I'd hardly characterize the country as particularly homophobic.

    Also, the ad is stupid. And caipirinhas are yummy.

    Posted by: tranquilo | Mar 21, 2011 10:54:41 PM

  19. As a parallel: It's Virginia in 1967. An ad for alcohol has a map of a dining room table. One chair is labeled "Your son." Another is labeled "his black girlfriend." Over the table is written: "Guess Who's Coming To Dinner" The tagline says, "We [the liquor] have to be strong so you can be strong."

    Would that be funny? Just like this, it kind of crosses a line, in my opinion. Why? Because it's open to the interpretation that it implies that there's something scary about a member of a minority group being in your family. I feel like if they want to keep from crossing the line, they could have labeled an armchair as: "Your homophobic[/racist] mother-in-law." then it would be clear that the reason you have to "be strong" is because there is prejudice in the house, NOT that there is "one of 'those' people."

    As it is, I don't like it.

    Posted by: GregV | Mar 22, 2011 12:17:24 AM

  20. This is a very complicated ad with the color-coating and the diagram.

    But if the son and his buddy are out enough (or comfortable enough) to watch "Brokeback Mountain" side by side, openly, in what appears to be the living room, it can't be very homophobic.

    Posted by: will | Mar 22, 2011 12:36:19 AM

  21. I think it's funny and clever--not sure why, but this didn't leave the bad taste in my mouth that that recent Australian ad (the one with the guy in the Speedo) did. Only question: where on this apartment floor plan IS the bar?

    Posted by: Dback | Mar 22, 2011 2:02:36 AM

  22. Ugh. A tragic movie starring dead hot guy AND a drunken lecture? What a depressing date! Boys, if Incriminating Movie Night is how you want to come out to your homophobic, alcoholic parents, can I at least suggest "Beautiful Thing" or "The Notebook" or anything with Channing Tatum? Why ruin the WHOLE night?

    Posted by: JJ | Mar 22, 2011 4:39:07 AM

  23. At least it wasn't a bat company.

    Posted by: Corvidae | Mar 22, 2011 5:39:13 AM

  24. I think it's funny - and harmless. If we really want to psychoanalyze the father's reaction, perhaps he needs a drink because he realizes his son might be facing some challenges (from society, etc.) that he wouldn't face if he were straight. Let's face it, how many parents initially react with optimism for this kind of thing? Parents, when they find out, need time to adjust and accept it - we all know that. So making a strong drink is a normal reaction. Not necessarily homophobic. He can make himself a nice caipirinha, and make one for me while he's at it.

    Posted by: jake | Mar 22, 2011 6:04:04 AM

  25. Ignorance/homophobia in advertising doesn't really bother me much, regardless of the country.

    Otherwise, the ad is not:

    • funny
    • intelligent
    • informed
    • effective

    And those are the criteria which most ads strive to meet in order to be remembered.

    All in all, big FAIL. Sorry, ad agency, you lose.

    Posted by: johnny | Mar 22, 2011 6:21:46 AM

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