Looking through the door's peephole, the woman recognizes the muscleman calling as Charlie (who kisses his bicep as he poses for the peephole), seemingly her boyfriend.

The guy already there says, "Oh no, do something" -- perhaps suggesting he might be thought of as her lover. He uses the software somehow to "paint" himself to look like a woman instantaneously. As Charlie walks in, he sees the "woman" and flirts with a seductive "Hi," as the guy (now wearing a wig, dress and makeup) flirts back.

The ad for Office XP's Task Panes function carries the tagline: "Experience the joy of doing things the new way."
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Company: Microsoft Corp.
    View Company Scorecard / Contact Company
Brand: Microsoft
Ad Title: Charlie
Business Category: Computers/Software/Tech
Media Outlets: Television
Country: India
Region: Asia
Agency: unknown
Year: 2001
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Theme Breakdown

AdRespect Score: 
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In what appears to be an ad variation on the campy 1980s program "Three's Company," two women and a guy are sitting around a kitchen table laughing, when someone rings the doorbell.

Looking through the door's peephole, the woman recognizes the muscleman calling as Charlie (who kisses his bicep as he poses for the peephole), seemingly her boyfriend.

The guy already there says, "Oh no, do something" -- perhaps suggesting he might be thought of as her lover. He uses the software somehow to "paint" himself to look like a woman instantaneously. As Charlie walks in, he sees the "woman" and flirts with a seductive "Hi," as the guy (now wearing a wig, dress and makeup) flirts back.

The ad for Office XP's Task Panes function carries the tagline: "Experience the joy of doing things the new way."

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Rich , Antioch, CA
This ad was alright. I just wanted to mention gay men like men who look like men. Most gay men I know would rather find other gay men who will love us just the way they are. I dislike that the guy in this commercial decided to disguise himself as a woman and try to seduce a straight man. That's not what being gay is about.

Andrea James , Los Angeles, CA
The reason for disguising from Charlie is not exactly clear, but the end result is a dead ringer for Mary Lou Retton, also a campy 80’s icon.

David Cappiello , Branford, CT
I didn't like it all that much. I would say that this has a TV / TG theme as well, no? That's good, but what turned me off was that it was too quick. Definitely not particular anti-gay or anti-TG. I think the reason the character changes appearance is because Charlie is perceived to be heterosexual.

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