American Eagle trots out tired gay stereotype in new ad campaign

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Big hat tip to reader James C. who gave us the heads up on an ad campaign from American Eagle which, for laughs, employs possibly the worst form of gay stereotyping we’ve seen in a long while. The ad campaign takes the form of a 12 episode web “sitcom” set in a mall. The episodes appear on the American Eagle website and are also premiered each Wednesday on TV during MTV’s Real World: Sydney.

The characters are all mall employees and most are wearing American Eagle clothing. As part of the campaign the retailer’s website has a “get the look” page where you can quickly shop for the look of each character.

It’s in interesting marketing concept. Made more interesting by the fact that American Eagle hired none other than Milo Ventimiglia (Peter Petrelli of Heroes) to direct these things.

Now here’s where it gets ugly. The latest episode of It’s a Mall World includes a gay character “Dennis” who possibly sets a new low in gay representation. Dennis shows up when main character Dean asks pretty girl Harper out on a date. She can’t go, but instead foists her gay friend off on Dean instead.

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The mincing, lisping, pathetic portrayal of gay “friend” Dennis is, frankly, enough to make a gay viewer’s stomach turn. Here’s what one AfterElton.com reader had to say after viewing it:

"Am I overreacting? I'm not the type to offend easily, but this did it -- especially since I initially saw it during an episode of the Real World on MTV. This is what the nation's youth is being fed by an advertiser who probably gets half of its business from the gay community."

I don’t know about “half its business,” but surely gays and lesbians make up some portion of American Eagle customers. One wonders how much the retail outlet paid for a marketing campaign that so effectively alienates them? (Milo Ventimiglia, who ironically enough played a completely nonstereotypical gay teen in the horror film Cursed, probably didn't come cheap.)

The full video is below, as well as the “blooper reel.” Ugh! Take a look and share your thoughts. We’re pursuing comment from American Eagle and will update this post with any response.

The "It's a Mall World" episode....

The "blooper" reel....