Has BMW's Marketing Gone Too Far? (Hard Top. Firm Bottom)

[SuaveX5]

Anyone who has seen an episode of Queer as Folk or maybe even Queer Eye for the Straight Guy may easily be able to know that a "Top" and a "Bottom" is not just referring to the highest point and lowest point of an object, but instead it is usually a label that a gay person may identify with.


Unfortunately I will not go into further detail about the definitions.

Now to my point. This weekend as I drove through West Hollywood, CA, which is an area known for its large gay and lesbian population, I noticed a number of BMW billboards that were posted around town. What caught my attention was the fact that the ads made references to a "top" and a "bottom", but not in a sexual way, but instead in terms of the new 2008 BMW 3-Series Hardtop Convertible.

One particular ad: "Hard Top. Firm Bottom. It's So L.A." is what caught the most attention. There are many ads that are geared towards the gay community, but the difference in this ad is the fact that it is going one step further. It is using gay sexual references to sell the car.

I thought it was funny how our society has progressed so far that now major companies are now marketing their products to every niche possible. This has been going on for years. For example Subaru has been creating commercials that feature same sex couples in their everyday lives for a while.

My questions are: Are these companies going to far? By seeking out certain populations that are not always favorably viewed in our society, are they going to lose part of their existing fan base? Or instead are these companies going to be viewed favorably better for their efforts to market their products to a broader spectrum? By using gay sexual references in their ads are they going to offend individuals that are not in fact, gay?

http://omidr.typepad.com/torque/2007...ws_market.html

[LeMansX5]

I like this one.

[blondboinsd]

I fail to see the issue, per capita Gay People and Gay Couples make far more money they their straight counterparts, they usually a DINK setup (duel income no kids) and have far more expendable income as well, so this is just an example of BMW Marketing knowing and Marketing towards those who buy many of their cars, Look at any given Gay area, you'll see every luxury car made, heck in my condo building almost every car of a "luxury" make, I think it's nothing more then smart marketing

Now for the "unfavorable" comment, I'm not sure if your attemting to put down gay people with that but I don't view it as unfavorable at all so I fail to see the issue, if someone is insulted by this reality, they need a serious reality check, life goes on

[xnsf]

i think it's very clever

[B-Line]

LOL, everyone already knows that a 3 series convertible is a gay car..

RELAX everyone, I'm just kidding. --
I think BMW is spot on. Sex is a huge part of marketing and I have no problem with same sex ads.
Have you seen some of the other ads in W. Hollywood "Save a horse, ride a cowboy!" -- I actually think they are pretty funny and we should embrace the ads.


In other words, your argument is, should BMW make ads for the gay community. My answer is YES. And, it wouldn't even surprise me if that ad were in no way, a gay sexual reference, other than how you interperated it from the community you saw it in. The same ad in Sacramento might not illicit your TOP, BOTTOM, knee jerk reaction.

More over, I think the add is geared to "in shape" or plastic surgery people.. When I read that ad, I thought of a hot woman with nice ( . ) ( . ) and
some buns (_!_) of steel.

B

[jwilburn]

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.

[blondboinsd]

We have those ads all over our airport (new 3 convertable ads) and I agree with John, Gay guys don't ride the bus!

[B-Line]

I want to say this loud and clear... The behavior and attitude of some people on this board, really surprises me.
People are so quick to jump on any issues that are about race, religion, etc. and fight against stereotypes and general bigoted behavior. Like last week's Imus debate.
But for some reason, especially on this board, it would seem, those rules, do not apply to the gay community.
I think it's really bad form and wish that many people in this community would realize that gay bashing is no different than calling somone the "n" word, or "k" word, or "s" word, or "c" word.
The gay community deserves the same respect as every other minority, be it color, religion, sexual preference, etc...
Hatred is hatred..

B

[jwilburn]

Originally Posted by B-Line

I want to say this loud and clear... The behavior and attitude of some people on this board, really surprises me.
People are so quick to jump on any issues that are about race, religion, etc. and fight against stereotypes and general bigoted behavior. Like last week's Imus debate.
But for some reason, especially on this board, it would seem, those rules, do not apply to the gay community.
I think it's really bad form and wish that many people in this community would realize that gay bashing is no different than calling somone the "n" word, or "k" word, or "s" word, or "c" word.
The gay community deserves the same respect as every other minority, be it color, religion, sexual preference, etc...
Hatred is hatred..
B

Thats why we have the "boi" here to defend all that is gay.
But yes, thanks for the words of support B-Line.

[alexz]

I know n word but whats a k word?