His happiness is short lived when he goes to class the next day and sits next to an attractive girl who flirts with him, but is shocked when she answers her cell phone with a husky voice. She calls another pretty friend over, who has a deep voice as well. Then the professor begins speaking and has a deep voice as well.

Appalled, he runs out of class. Sitting in a restaurant, women at tables around him and the waitress all speak with male sounding voices. Once again, he runs out. As if a bad dream now, everyone he passes, a chorus of women sing like men in the park, and other women on the street call out to him, asking if he's okay -- all sound similarly male.

As he runs in pathos down the sidewalk, he knocks down a less-than-pretty girl with eyeglasses -- but she complains with a squeaky though feminine voice. Later, in bed together and surprised at her luck, she asks him why he picked her. He says it was her voice, and she tells him she does not go to the games.

The ad closes with thousands of screaming female fans inside Tokyo's Ajinomoto Stadium who have all gone hoarse, and the text invites fans to shout all they like.

While this ad is light-hearted in intent, and trying to emphasize the attraction of women to sports, transgender women and some lesbians will respond negatively to the joke, as they go through too much trouble when not appearing or sounding feminine enough to others.
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Company: Ajinomoto Stadium
    View Company Scorecard / Contact Company
Brand: Ajinomoto Stadium
Ad Title: Husky Girls
Business Category: Sports/Athletics/Fitness/Sporting Goods
Media Outlets: Television
Country: Japan
Region: Asia
Agency: Dentsu
Year: 2005
Target: Mainstream
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Theme(s)

Insufficient Masculinity/Femininity

Theme Breakdown

AdRespect Score: 
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A young man riding in a moving truck arrives to his new town and is very happy. "They're all so pretty! I love this town," he exclaims.

His happiness is short lived when he goes to class the next day and sits next to an attractive girl who flirts with him, but is shocked when she answers her cell phone with a husky voice. She calls another pretty friend over, who has a deep voice as well. Then the professor begins speaking and has a deep voice as well.

Appalled, he runs out of class. Sitting in a restaurant, women at tables around him and the waitress all speak with male sounding voices. Once again, he runs out. As if a bad dream now, everyone he passes, a chorus of women sing like men in the park, and other women on the street call out to him, asking if he's okay -- all sound similarly male.

As he runs in pathos down the sidewalk, he knocks down a less-than-pretty girl with eyeglasses -- but she complains with a squeaky though feminine voice. Later, in bed together and surprised at her luck, she asks him why he picked her. He says it was her voice, and she tells him she does not go to the games.

The ad closes with thousands of screaming female fans inside Tokyo's Ajinomoto Stadium who have all gone hoarse, and the text invites fans to shout all they like.

While this ad is light-hearted in intent, and trying to emphasize the attraction of women to sports, transgender women and some lesbians will respond negatively to the joke, as they go through too much trouble when not appearing or sounding feminine enough to others.

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Bobby , Miami
What's so negative about this? Are women who sound like men another minority we can't offend? The joke was on him because he ended up getting the "ugly" girl because he couldn't deal with women who sound like men because of sports. I think it's a funny spot about sports, not a pot shot at transexuals.

Frank , Los Angeles
This terrible ad is the best example of gay panic I've seen in some time. It could have had a twilight zone feel to it, but they set the "hero" up as a total horndog, thus making it a sexual situation. A good tag for it would have been the little squeaky girl in bed apologizing for giving the "hero" an STD.

Wil , San Francisco, CA
Girls screaming so much they become so hoarse as to vaguely sound like men is not homophobic by any means.

David , Ontario, Canada
I think that is a fun commercial that just shows that women can get a raspy voice from shouting too much at a sporting event.

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