Gay-themed ads: The good, the bad, and the WTF?

It can't be easy working in advertising. You have to endure a fickle public, picky companies, and your witch of a mother-in-law constantly referring to you as "Derwood." And for every successful campaign, there are even more failures. Sure, the "Where's The Beef" Wendy's ads are legendary, but what about poor Herb? in 1986 Burger King started a multi-million dollar ad blitz centered on a nerdy chap named Herb. If a customer spotted Herb walking through a Burger King, they'd win a prize. Unfortunately "Herb" was so nondescript that ordinary nerds were mistakenly identified, which led to unnecessary nerd harassment.

So there are times when it must be difficult to assess how effective a campaign will be. Still, that doesn't explain some of the commercials you're about to see, which run the gamut from wonderful to abysmal ... to "what were they thinking?"

Note* - These commercials have received grades based on either the Snickers Scale (for bad) , or Levi Love (for good), but there are a couple that are so far beyond the pale that a grade seems insufficient.

Swedish PSA (NSFW)

There's nothing like starting at the bottom of the barrel. This shockingly offensive PSA from Sweden uses the idea of "predatory gays" to dissuade over-indulging. And because it's aimed at young straight men, it uses male-on-male rape as a punchline. Thanks, Sweden! Your PSA earns a perfect five out of five on the Snickers Scale.

Would we buy what it's selling? It's selling alcohol moderation, which makes us want to go out tonight and pull a Tara Reid.

Aussiebum

What a wonderful tribute to gold-medal (and new out icon) Matthew Mitcham. The fact that the interview took place before he won in Beijing makes it all the more poignant and heartwarming. Because of their embrace of Matthew (sexuality and all), Aussiebum receives a perfect five out of five Levi's.

Would we buy what it's selling? - Wouldn't everyone want their own little Matt to cuddle? Oh wait, it's selling swimwear. Well, that's good, too.

Degree

Next page! Our reaction to this jaw-dropper, plus more good and bad ads