The naughty new Golden Gaytime ad: cheeky fun, or a bit too far? 9



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This iconic Australian ice cream has always been willing to have a little bit of fun with its name.

Established in 1959, long before the word “gay” shifted in meaning, Golden Gaytime has gradually come to not only accept its campiness, but cleverly embrace it. The self-aware ‘80s slogan “It’s hard to have a Gaytime on your own” endures to this day.

This latest billboard advertisement, however, is the closest they’ve ever come to outright innuendo.

In clever cross-promotion with fellow Streets ice cream Bubble-O-Bill, the new ad presents a not-so-subtle tribute to Brokeback Mountain.

What do you think of the ad? Is it appropriate for a brand that’s always had fun with its name? Or, in becoming less subtle, has something been lost?

We’d love to know what you think! Share your thoughts in the comments below.

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  1. At least two car companies also used the word “gay” in their advertising in the 1950s.
    GM-H referred to “gay new colours” to promote the then-new FE Holden, whilst a year or so later, the Rootes Group published newspaper ads for the “gay look” Hillman Minx – which was their way of drawing attention to two-toned (or dual coloured) paintwork not seen before on their cars.

  2. If you think these are a bit of a problem, just have a little sympathy for ladies with the name Gay, Gai or Gaye who cop stupid anecdotes from time to time.

  3. That slogan has been around for years. It’s not something new. It’s only the homophobes who will complain.

  4. Once upon a time, we weren’t afraid of a ‘incorrect’ joke. Sorry gay people — cry on someone eles’s
    shoulder. Ice creams been around longer than you.

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