Queer Lisboa, a gay and lesbian Portuguese film festival, has rolled out a new campaign profiling several gay cliches in a bid to end misconceptions.
The television spot is called 'Death of the Gay Cliche' and parodies several gay and lesbian stereotypes including the "leather suit-wearing gay biker", "the sensitive and talented gay make up artist" and "the classic gay cowboy".
It also includes "lesbians with hairy armpits" and "blonde lesbians in a jacuzzi", before claiming its "gay action like you've never seen and infact, never will".
"Death to the gay cliche," the narrator says.
The retro-themed spot spoofs the format of 1970s film commercials and adopts irreverent prose, decor and costumes from the era in a bid to highlight the outdated percpetions many hold of gay people.
It was created by agency Fuel Lisboa. Creative director Marcelo Lourenco said in a statement: "We've always tried to fight prejudice and bring more people to the Festival, one of the most important in Portugal. So this year we created a film showing all the gay cliches that you won't find at Queer Lisboa"
Queer Lisboa heralds the genre known as 'Queer Cinema' and also encompasses bisexual, transgender and transsexual films. It is held in Lisbon, Portugal annually from 21 - 29 September.
What do you think of the spot? Let us know your thoughts in the comments below.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.