A young man awakens on his couch and finds Polaroid pictures on the coffee table, proof of the previous night's alcoholic and entertainment excesses -- including one of someone in makeup and a feather boa.

As he stands up to cross the room, his socked foot lands in a leftover pizza. He lifts the blanket on a friend nearby, who isn't quite conscious and merely says, "touchdown" -- a game of football playing in his head.

The first fellow then finds the original feather boa on the floor as he wanders into the bathroom. He closes the mirror on the medicine cabinet to find that it was he who was wearing the makeup and boa in the photo as he mutters, "Oh no."

Final text warns, "Drink responsibly. Live responsibly."

Obviously a reference to a wild night of amusement, the ad suggests somewhat ominously that the cross-gender play was irresponsible.
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Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Miller Genuine Draft/MGD
Ad Title: Live Responsibly
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 2002
Target: Mainstream
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Theme(s)

Problematic Language

Theme Breakdown

AdRespect Score: 
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Before images appear, text announces, "Don't over drink. Don't live drunk."

A young man awakens on his couch and finds Polaroid pictures on the coffee table, proof of the previous night's alcoholic and entertainment excesses -- including one of someone in makeup and a feather boa.

As he stands up to cross the room, his socked foot lands in a leftover pizza. He lifts the blanket on a friend nearby, who isn't quite conscious and merely says, "touchdown" -- a game of football playing in his head.

The first fellow then finds the original feather boa on the floor as he wanders into the bathroom. He closes the mirror on the medicine cabinet to find that it was he who was wearing the makeup and boa in the photo as he mutters, "Oh no."

Final text warns, "Drink responsibly. Live responsibly."

Obviously a reference to a wild night of amusement, the ad suggests somewhat ominously that the cross-gender play was irresponsible.

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Andrea James , Los Angeles, CA
The message is clear: drinking leads to drag! Don’t drink and drag!

Andrew Ogus , San Francisco, CA
Once again a paranoid reaction to a rather innocuous ad.

Bobby , Dallas, TX
Cross gender play is irresponsible if you're drunk. The intention of the ad is to show that when people get drunk, they do things they might later regret. While the ad might appear negative to cross dressers, I don't think you can compare cross dressing to gay sexuality. One is a choice, the other is not. This ad is not homophobic to me. It's not gay positive either because it doesn't deal with gays. It's sober positive.

Guy Bertrand , Montréal
I don't find this ad to be particularly offensive to gays or even to drag queens. However, it bothers me a little that this commercial leads viewers to believe the very worse thing that can happen to a straight man is to sleep with a transvestite. The ad would have worked as well if the sleeping partner had been an extremely old, fat, or ugly woman. But of course, we all know that it would not be politically correct!

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