This stunning ad makes good use of relating the lingerie product to the story and is unapologetic about its overt lesbianism. Despite the widely-accepted phenomenon of straight-male fantasies of two women together, there is little advertising reflecting that. Boisvert's daring commercial is one of even few lesbian ads and fewer still that depicts women kissing. Few could imagine it airing in the United States.

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Company: Boisvert Lingerie
    View Company Scorecard / Contact Company
Brand: Boisvert
Ad Title: The Appointment
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Saatchi & Saatchi Advertising
Year: 1996
Target: Mainstream
Company: Boisvert Lingerie
    View Company Scorecard / Contact Company
Brand: Boisvert
Ad Title: The Appointment
Business Category: Fashion/Apparel
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Saatchi & Saatchi Advertising
Year: 1996
Target: Mainstream
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Theme(s)

Same-Sex Affection

Male-Fantasy Lesbian

Theme Breakdown

AdRespect Score: 
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A woman gets dressed into sexy, black lingerie, interspersed with her walking through a crowded restaurant. As she passes one man, he sees her as in her undergarments alone. As she slowly struts her stuff forward, the text asks viewers "Do men deserve it?" We see her sit down at a table with someone we see just from afar, who leans forward to kiss her. Up close in the kiss, we see it's another woman and the answer to the question comes at the bottom: "No."

This stunning ad makes good use of relating the lingerie product to the story and is unapologetic about its overt lesbianism. Despite the widely-accepted phenomenon of straight-male fantasies of two women together, there is little advertising reflecting that. Boisvert's daring commercial is one of even few lesbian ads and fewer still that depicts women kissing. Few could imagine it airing in the United States.

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Jacques , New York, NY
Very sexy ad!
Susan , Lincoln Park, MI
This is the hottest commercial ever!!! I saw this several years ago and it has stuck in my mind ever since. I cannot watch it enough, and would definitely buy from this company just based on this ad.
Angela Baldwin , Portland
This is one of the sexiest ads I've ever seen. I wish Victoria's Secret would take a cue from Boisvert so I could finally start enjoying their ads even more than I already do!

Natty Manauat , Manila, Philippines
I love this ad!!! Really sexy! Makes me want to rush to the mall and find some Boisvert undergarments. Too bad we don't have them in Manila! =(

Cathy , Atlanta
This commercial is on fire!! It is so sad that we cannot see these ads in the US. Too Hot!

Casey , New Orleans
Considering Suzanne Boisvert is Martin Gore's wife, I am not surprised she is so openminded!!! She's sexxxy too!

Mark Anthin , Chicago
This is a really hot ad, however it is exceptionally sexist of you to ignore the blatant sexism. I happen to know plenty of really fine men who deserve just as hot of a girlfriend in just as hot of lingerie as the exceptionally attractive woman in the clip. This is as bad as the commercial blaming men for failing to design the interstate highway system with frequent enough exits for women to check their feminine hygiene products. A lot of the engineers for the interstate probably were men and I think they did a fine job. I don't really cotton reverse sexism, reverse racism, nor heterophobia. I find it bigoted and distasteful.

Max Shultz , Antioch, CA
I agree with Mark Anthin's comment on this ad.

Darus Walls , Milwaukee
Provocative. Strikingly creative.

Megan , Hampton, VA
I would have prefered more normal looking girls. And I disagree with Mark. I've seen a lot worse sexism in other commercials aimed at men. Like this one is.

Cece Benjamin , Hamilton, Ontario
Very cute. Been there, done that... *smirk... It's always nice to see a piece you can relate to. The more realistic, the better.

Erin , Portland, OR
Very, very, very sexy. And it sells their product -- I would buy the lingerie I saw. I love that it seemed to be shot like a mini-movie. Lighting, music, the whole thing. Loved it.

Scott Alamar , Chicago
The representation here is a powerful grasp that the women have of their sexual attractiveness--not a sexuality imposed on them by the garden variety "two chicks gettin' it on." These women, while in risqué attire, are tucked away in a more discreet location of the restaurant and not on flagrant display, and hence do not become a voyeuristic spectacle. The captions speak to this as well. They seems to say ever so subtly: "You can look, even admire, but it is not for your sexual gratification."

Anonymous , Austin, TX
Too bad the undies are tacky because that commercial rules.

Erich Weiler, Ph.d. , Seattle
I personally think that the ad was very clever. Seeing how men do not wear Boisvert Lingerie, the marketing efforts by Boisvert will hit home with most women-their demographic.

Helen , Bradenton, FL
YOWZA! Very, very sexy ad. I have always said the Brits are better at making commercials then the US, and this one proves it. Very sexy, very classy.

Tonya , Atlanta, GA
This ad is HOT HOT HOT! It's too bad Suzanne Boisvert wasn't in it herself. Martin Gore has great taste.

Rayne , Columbus, OH
Although I liked this commercial, (especially the "surprise" ending!) the skinniness of the main actress did not impress me. If she wasn't the "stereotypical skinny model" I think it would appeal to even more people... especially more women.

Jessicka Pearson , Montréal, Québec, Canada
J'ai adoré! It was really hot and sensuous. I love the end because it was about girls only and homo-desire.

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