Is Infiniti's New Commercial a Gay Joke?

"RyanFrew" (ryanfrew)
05/09/2016 at 10:27 • Filed to: Infiniti

At first, I liked Infiniti’s new commercial, targeted towards the coveted young male buyer, which makes a tongue-in-cheek commentary on branching out from the tradition of German luxury cars.

However, it left me with an odd feeling. I’m not typically one to read into things too deeply and I’m definitely not the oversensitive “PC Police” type. But this commercial literally feels like a joke about a dude who is coming out to his father. It features a tense moment between father and son, in what appears to be a wealthy and conservative household. You can watch it for yourself but it includes lines such as:

“...it just feels right”

“This isn’t how we raised you”

“You must have known I was a little...different”

At best, it’s a good idea that’s poorly executed. At worst, it might be a little offensive. Am I alone here?

DISCUSSION (59)

My citroen won't start > RyanFrew
05/09/2016 at 10:38

It is quite blatantly that

Logansteno: Bought a VW? > RyanFrew
05/09/2016 at 10:41

-Phew-

So it wasn’t just me. I thought I was just reading into it too far. I feel there’s a million better things to parody than something as... serious (probably not the best word I could use) as that.

dsgolson > RyanFrew
05/09/2016 at 10:48

I hadn’t seen this yet. That’s pretty disgusting.

Urambo Tauro > RyanFrew
05/09/2016 at 10:51

It’s not the Infiniti driver, but the father character who is the one being made fun of here. The ad is making a gay reference, but not a gay joke.

dsgolson > Urambo Tauro
05/09/2016 at 10:53

Uhh... How is the father being made fun of in this?

Urambo Tauro > dsgolson
05/09/2016 at 10:54

He’s being portrayed as closed-minded. That’s the joke. But the actor plays it very seriously, instead of going full disowning-mode on his son.

dsgolson > Urambo Tauro
05/09/2016 at 10:57

That’s not making fun of the dad, though. It’s portraying him as being an ignorant ass.

RyanFrew > Urambo Tauro
05/09/2016 at 11:01

“Gay joke” was probably lazy wording on my part. I agree that the joke is more like “Old BMW drivers are homophobes”. But the commercial itself is what comes off as homophobic by attempting to make a joke out of this situation at all.

“Your dad just disowned you but at least you drive an Infiniti, right?! ROFLCOPTERLOLZ”

Urambo Tauro > dsgolson
05/09/2016 at 11:01

That’s exactly how the ad makes fun of the father. It’s comparing his attitude to BMW brand loyalty.

Urambo Tauro > RyanFrew
05/09/2016 at 11:03

Is it possible to make a gay reference without it seeming like a joke or sounding phobic? Will that change with time?

RyanFrew > dsgolson
05/09/2016 at 11:03

They’ve been airing it like crazy during the NBA playoffs.

dsgolson > Urambo Tauro
05/09/2016 at 11:05

I still don’t see that as it being a joke, though. It’s not a funny subject. A dad rejecting his son for being gay isn’t funny.

RyanFrew > Urambo Tauro
05/09/2016 at 11:08

That’s a good question. I can totally appreciate a good joke, but it’s going to be tough for a brand to pull off in an advertisement. In order to pull it off, the joke has be lighthearted, though. This is literally about a family being ripped apart.

dsgolson > RyanFrew
05/09/2016 at 11:09

It is possible but not in this kind of situation. If the ad was a lot more light-hearted and the dad accepted him or something it MIGHT be better. But this is something that kids kill themselves over, like...

Urambo Tauro > RyanFrew
05/09/2016 at 11:17

Things like cheating, divorce, and death have been parodied for the purpose of advertising before. It’s going to take some time for me to think of specific examples, but it’s really nothing new.

Land_Yacht_225 > RyanFrew
05/09/2016 at 11:20

If they were really looking to make the father some kind of prejudices establishment schmuck, shouldn’t it have been a Mercedes in the picture frame instead of a 5-series?

RyanFrew > Urambo Tauro
05/09/2016 at 11:26

A great example of cheating was the “Jake from State Farm” ad. SUPER lighthearted. Pretty funny.

RyanFrew > Land_Yacht_225
05/09/2016 at 11:27

Hahaha, this is a strange comment from a Mercedes owner.

Land_Yacht_225 > RyanFrew
05/09/2016 at 11:30

I guarentee you the first, second, third, and maybe even the fourth owner were probably pretty backwards politically. When you’re the sixth owner, you can separate yourself from the sterotypes.

Urambo Tauro > RyanFrew
05/09/2016 at 11:32

Controversies can be useful for advertising, but you’re right: no matter how dark the subject matter, light-hearted ads are often the best.

Honeybunchesofgoats > RyanFrew
05/09/2016 at 11:41

I don’t think it’s homophobic offensive so much as sort of offensive in that they suggest that their competitor’s target demographic are homophobes.

Then again, I can’t really judge, since I spend my free time thinking of fantasy Jaguar ads that claim that Jaguar drivers are better human beings than BMW and Mercedes drivers (tagline for the MB ad: “A Better Class”) and have a fantasy ad where a BMW driver nearly runs over a pedestrian in a crosswalk while not signaling to turn into a parking lot where the driver promptly parks across two handicapped spaces.

RyanFrew > Honeybunchesofgoats
05/09/2016 at 11:42

Yep! I said the same thing in another comment.

http://oppositelock.kinja.com/gay-joke-was-p…

Mercedes Streeter > RyanFrew
05/09/2016 at 11:47

Okay...so yeah, it’s making light of a gay person coming out. You could go a little further and even go as far as to suggest that the ad is calling BMW drivers pretentious...but it’s mainly just making light of a very unfortunate struggle.

RyanFrew > Mercedes Streeter
05/09/2016 at 12:03

I think it’s a little generous to claim that this ad calls BMW drivers pretentious. It’s calling them homophobic. But from what I’m reading into your tone, you’re suggesting that this isn’t a huge deal, overall, which I agree with. I just think the ad is in bad taste.

spanfucker retire bitch > RyanFrew
05/09/2016 at 12:04

I’ve seen this Ad like a half a dozen times and for some reason it didn’t hit me until seeing it this morning while eating breakfast as to what kind of relation/joke it was making. I was like; “Wow, how the hell did I not pick up on that sooner.”

It’s blatantly obvious once you pay attention.

Mercedes Streeter > RyanFrew
05/09/2016 at 12:06

I mean, I can guarantee that there would be a number of people who would be offended by it (because coming out is one of the hardest things to do in the universe for us) but I get the feeling that the ad itself wasn’t trying to belittle gay people and *maybe* not even BMW, but was a decent idea (the whole “breaking the mold” thing) with really bad execution.

Mercedes Streeter > RyanFrew
05/09/2016 at 12:09

Jake from State Farm should be the poster child example. I still get a kick out of the “khakis” line.

yamahog > RyanFrew
05/09/2016 at 12:26

Sometimes I’m glad we don’t have cable, haven’t seen this one yet.

That said, I’m not an Infiniti customer and don’t think this would win me over. My own outing was a pretty nasty experience because of my mom’s then-husband being a piece of shit and I’d rather not relive it via car ad, lol.

ETA: here’s an example of a coming out theme done much better by GM for pride week a few years back:

Kinja'd!!!

BigBlock440 > Urambo Tauro
05/09/2016 at 12:29

There was a Mercedes ad with a snowstorm with both the husband and wife having affairs going something along the lines of “he’d never drive in this weather”. Maybe the one you already posted but I can’t see videos.

If only EssExTee could be so grossly incandescent > Mercedes Streeter
05/09/2016 at 12:37

But at the same time, making coming out seem less heavy of a matter might coax some people to do so who might otherwise stay closeted their whole life, couldn’t it?

Urambo Tauro > BigBlock440
05/09/2016 at 12:41

That’s a good one too! (The one I posted was the Mercedes grim reaper “Sorry” one.)

yamahog > If only EssExTee could be so grossly incandescent
05/09/2016 at 12:42

Unfortunately that’s not really how that works

If only EssExTee could be so grossly incandescent > yamahog
05/09/2016 at 12:44

Is it though? You’ve consulted every gay/bi/trans/etc person there is and determined that their situation is exactly like your own?

yamahog > If only EssExTee could be so grossly incandescent
05/09/2016 at 13:01

Wild thought - I might have slightly more of an idea what I’m talking about than you. Stay in your lane. Learn how to ally better, if you actually care. Seriously, look it up.

Mercedes Streeter > If only EssExTee could be so grossly incandescent
05/09/2016 at 13:02

No, it’s not. I am the leader of a trans group and a member of one general lbgt group with a healthy amount of members in both. I came out as both trans and bisexual back in January 2015...it kicked off the worst three months of my entire life.

Yamahog is right, this ad does not make the process of coming out seem less heavy. Typically, a parental reaction like the dad in this ad would be considered a positive reaction. The majority of the time, the responses are anything from “you’re no longer my daughter/son”, gay conversion therapy (which is legalized torture), to flat out disowning and kicking them out of the house to be homeless.

If only EssExTee could be so grossly incandescent > yamahog
05/09/2016 at 13:21

I attended one of the first same sex marraiges in my state. Don’t lecture me about allying, please. I’m tired of people speaking for their entire community.

If only EssExTee could be so grossly incandescent > Mercedes Streeter
05/09/2016 at 13:23

And at the same time you have counless people that commit suicide because they can’t come out as who they are and are miserable because of it.

Mercedes Streeter > If only EssExTee could be so grossly incandescent
05/09/2016 at 13:31

What’s your point?

You said:

But at the same time, making coming out seem less heavy of a matter might coax some people to do so who might otherwise stay closeted their whole life, couldn’t it?

To which I told you no, because coming out almost is never as easy as the ad would suggest.

To which you made the point about suicide...which further proves my point about how hard it is to come out. I would know, I almost ended up contributing to that suicide statistic before I came out. I figured I’d rather be dead than deal with the reaction of my mum...Thankfully, I failed.

Now, just in case we’re confused here, I’m not advocating not coming out. I’d never ever suggest that. My only point is that the ad does not at all make coming out less heavy...because it’s unrealistic in execution.

StndIbnz, Drives a MSRT8 > RyanFrew
05/09/2016 at 13:36

First thing I thought of too.

yamahog > If only EssExTee could be so grossly incandescent
05/09/2016 at 13:40

This is precious. Congrats on going to a wedding. My grandfather spent most of his life closeted, and I happen to live my professional life choosing to pass for straight rather than be out at work, and I’m refuting your statement. Don’t straightsplain shit to me and don’t put words in my mouth. Maybe you’re constantly getting lectured about allying because you could stand to listen more often.

If only EssExTee could be so grossly incandescent > Mercedes Streeter
05/09/2016 at 15:04

I guess what I’m trying to say is that we can’t just unilaterally declare the ad offensive or not because everyone’s life is different and everyone will see it differently. Just because you or Yamahog don’t think that making light of the matter won’t make it less serious, doesn’t mean that poking fun at it won’t help somebody else. What works for some might not work for others and vice versa.

I don’t see the ad as either belittling to the matter or encouraging of it. To me, they’re just making a parallel between coming out and admitting that you don’t like mainstream luxury.

sm70- why not Duesenberg? > RyanFrew
05/09/2016 at 15:04

I feel like it is referencing “coming out”, but I’m not sure whether or not it rises to the level of offensive.

chilichez > RyanFrew
05/09/2016 at 15:06

it’s official, everything has been gayed. Next is Caitlin pitching Cummins diesel

RyanFrew > sm70- why not Duesenberg?
05/09/2016 at 15:10

I agree. I’ve said in other comments that “very poorly executed” would be my description, although they're certainly teetering a little.

RyanFrew > chilichez
05/09/2016 at 15:11

As long as she isn't selling Cadillac SUVs.......

Mercedes Streeter > If only EssExTee could be so grossly incandescent
05/09/2016 at 15:16

It seems we have a misunderstanding. :)

My reply to Ryan Frew:

I’m agreeing with you. I’m not saying the ad is either offensive or not offensive. I just said that there would most definitely be someone who feels offended by it. Heck, I even agree that the ad itself isn’t inherently bad or belittling.

What I do disagree with is the notion that the ad is encouraging for people to come out...Because as again, I am a trans activist and have seen and been through coming out more than anyone should ever have to...and for the most part, it almost never works out how the ad portrays it. I can’t speak for yamahog, but I am a trans person who is networked with hundreds of others, and it’s just as bleak as I say it is...it’s the very reason my blog exists. I fight bigotry with education. :)

That said, I do wish that everyone who is “trapped in the closet” to eventually be able to come out...just, you cannot go into it thinking it’ll go how a car ad showed it to go. Case in point, Leelah Alcorn.

Leelah came out to her parents as transgender (just like I did in 2015). It ended in disaster. Her parents signed her up for gay conversion therapy (legalized rape and torture) and treated her worse than a mental patient. She was not prepared for her parents’ reaction...and eventually, she took her own life because of it. Stood in front of a semi. As a final “fuck you”, her parents buried her as a man, then campaigned for a short time against trans people.

THAT is why I’m saying this ad is not encouragement, because it paints a more positive picture of coming out, when the reality just isn’t there yet. :(

sm70- why not Duesenberg? > RyanFrew
05/09/2016 at 15:22

If anything, I agree that they’re more making fun of the old, closed minded among us. Their product is the one that is the subject of the coming out so I wouldn’t call it homophobic or anything.

RyanFrew > sm70- why not Duesenberg?
05/09/2016 at 15:30

Yep. I concur. It’s not hateful in nature. Regardless, I have better things to get upset over than an Infiniti ad lol. It just struck me as an interesting topic for Oppo. Props to their ad team for taking a risk and trying to be funny. Minus points for failing in the ultimate message. A few themes that one could takeaway if they decided to read too far into this:

Infiniti thinks BMW drivers are homophobes

If you drive an Infiniti, you’re gay

Coming out is funny and appropriate joke material for a big brand

It’s all just kind of...ick....but anyone would be silly to lose sleep over it.

If only EssExTee could be so grossly incandescent > Mercedes Streeter
05/09/2016 at 16:00

Well, I’m sorry if I’m coming across as difficult or obstinate. I tend to have trouble processing my thoughts into words and I doubt I’ve been communicating my opinions as effectively as I think I am. I gaurantee in two days time I’ll realize what I could have said better and slap myself in the head.

I fully understand how difficult life can be for LGBT folks, and to make things better we need to make a push to make things like coming out to be more socially accepted and normal. We need to be able to have optimism and be able to poke fun at issues such as this. That’s all humor really is, isn’t it? A way to cope with and make us feel better about heavy subjects?

Mercedes Streeter > If only EssExTee could be so grossly incandescent
05/09/2016 at 16:26

You’re fine! Unlike many people I come across on the pages of Kinja (including a comment I made about Breitbart on Gizmodo *gulp*), you’re open to discussion and civil!!

I do intensely agree that we need more positive media for LBGT people. It kinda just sucks right now that a lot of companies suck at doing it and even worse, our politics are swaying in favour of bigotry. The Federal Government just told North Carolina and other states that their anti-trans laws are unconstitutional...their response? Sue the feds! *sigh*

If only EssExTee could be so grossly incandescent > Mercedes Streeter
05/09/2016 at 16:50

There is a light at the end of the tunnel. Where I live, every third business has a rainbow flag in the window. You can hardly walk down the street without getting slapped in the face by a flyer for some sort of lgbt seminar/workshop. Eventually enough of the country will be enough like here that coming out won’t have to be a life altering decision.

Ferdinand Adlersflügel > RyanFrew
05/09/2016 at 17:07

I’m going to side with everyone who says this is poorly executed. I understand Infiniti wants to work off of the premise that they are an alternative to traditional brands and they are just as good, but this just doesn’t work. I don’t find it very offensive because of the coming out experience I had; I find it offensive because not everyone has the same experience and it’s dangerous to play with that. Making light of a topic that people are killed for doesn’t exactly scream good marketing, either.

91NA300Z > RyanFrew
05/18/2016 at 23:27

I just saw it on TV and got a good laugh because it’s a humorous commercial. What makes it even funnier is that it goes against the grain of today’s over sensitive PC mentality. Hopefully this epidemic of walking on eggshells to always “not offend” anyone is almost over. I ended up here because of my curiosity to see if someone was going to be crying to Infiniti about it with with another lame claim of being offended. Humor and comedy will slowly die if the world continues to be a bunch of offended cry babies. People need to get over themselves and see the humor in everyday things and situations and quit being offended about trivial things. I’d say you’re right that it was a gay themed situational joke that wasn’t malicious and I found funny. Look up John Clease discussing comedy being ruined by the overly PC mentality happening more and more these days because I think he nailed it.

Tres > RyanFrew
05/19/2016 at 21:24

I literally googled “infinity ad a little homophobic” and got your piece. I kinda thought the same thing, like minimizing the coming out experience. I'm not like super offended, but it makes me cringe a little every time it plays. Glad I'm not just being overly sensitive, and someone else felt a little cringe. Poor taste ya, but ah well.

jkm7680 > RyanFrew
05/20/2016 at 21:29

Idk, I didn’t watch it. But they really need to kill that damn car already. It’s been around since what, like 2008 now?

RyanFrew > jkm7680
05/21/2016 at 14:25

Haha, it features the whole lineup, but I agree that the car in the still photo needs an update.

Dsscats > RyanFrew
05/23/2016 at 23:42

I’m not offended as a gay guy, mostly just bothered by how crappy of an ad it is.

Drakkon- Most Glorious and Upright Person of Genius > RyanFrew
06/11/2016 at 11:58

I got the joke the first time I saw it. Yes, it’s a play on coming out to your dad. It went completely over my wife’s head because when she saw the family photos, looking at the cars never occurred to her.

If you’re looking for redeeming value in the ‘gay joke’s at least realize that the son is the sympathetic character and making his choice reveals his freedom.

Satoshi "Zipang" Katsura > RyanFrew
06/11/2016 at 16:42

I take it they’re all running the FM platform of yesteryear?