Polaroid has referenced homosexuality four times in its commercials, once implying a violent response from an old fisherman, another time suggesting a lesbian kiss.
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Company: Polaroid Corp.
    View Company Scorecard / Contact Company
Brand: Polaroid
Ad Title: Scissors
Business Category: Cameras/Film
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Bartle Bogle Hegarty
Year: 1999
Target: Mainstream
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Theme(s)

Gay Vague

Theme Breakdown

AdRespect Score: 
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A woman at home is cutting tomatoes and hears a sound.

The rest is hard to be certain, but it appears that she enters the next door apartment of her boyfriend, who's not at home. She sees a mirror fallen to the ground and some Polaroid pictures on the floor next to a leather jacket. She begins looking at them furiously, then in a fit of anger throws a bottle of tomato juice at the wall, hitting a picture of them as a happy couple. Clearly, they are compromising shots of him with someone else.

Exacting revenge, the woman takes scissors to the leather jacket, cutting it to shreds, along with other clothing, then sits in waiting for her boyfriend to return. The scruffy-faced hunk walks in smiling with another man.

His friend picks up and puts on the shredded jacket and the two men look at each other in surprise. The boyfriend looks at the Polaroid with a frown as the other guy takes the photo from him.

Polaroid's tagline follows: "Live for the moment."

Polaroid has referenced homosexuality four times in its commercials, once implying a violent response from an old fisherman, another time suggesting a lesbian kiss.

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Eric , Newport Beach, CA
I assumed the found photo was of another woman, maybe in a compromising shot, and that the only mistake the woman made was mistaking the identical jacket as her boyfriend's.

Michael , Columbus, OH
One might guess that the pictures she finds are with a female and they belong to her boyfriend's buddy. However, it is more fun to believe that the pictures are of her boyfriend and his buddy in compromising positions, and that last look she gives is one of... maybe my boyfriend is bisexual because I would like to have sex with both of them.

Sameer Khan , Huntington Beach, CA
I don't think this has anything to do with LGBT issues. I think the easiest interpretation of this ad is that there are photos of the boyfriend and some "other woman" found by the girlfriend, and her planned revenge of tearing up her boyfriend's jacket is spoiled by the fact that it's actually his friend's identical jacket.

MM , New York, NY
The synopsis is completely wrong. The polaroid is of him and another woman. The woman cuts up what she thinks is her boyfriend's jacket because she is jealous -- provoked by the picture of him and another WOMAN.

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