I think they are great ads. For the first one that so LA, it can also be taken as a reference to the LA stereo type of hard headed movie types that care only looks and excercise their way to the "firm bottom." (actually now that I think about it, that still defines gays).

In any event no I dont see this as going too far. Is it going too far when companies place ads in spanish? Is it going too far when Lincoln uses primarily African Americans in their ads? Is it going too far when Buick caters to a golfing crowd?

Marketing 101 here, its called segmentation and market base. The only thing I see wrong with these ads, is that they are in what looks like a bus stop. Lets face it, most gays, esp ones that would drive this car, wouldnt be caught dead in a bus stop.