Chevy Traverse TV Ad Targets Gay Men

Robert Farago
by Robert Farago

Obviously, TTAC has no problem with car manufacturers targeting gays, lesbians, bi-sexuals, transsexuals or herbisexuals for any given brand or model. But we do expect carmakers to do so with a modicum of common sense. Pitching the new Chevy Traverse at gay men is like suggesting that Barack Obama should show up at his rallies in a Maybach Exelero. Hang on. Cool! OK, it’s like suggesting that soccer Moms should buy a Pontiac Solstice. Actually, they should– just to get away from the kids for a few hours. And keep Alzheimer’s at bay by trying to erect the Solstice’s top. Is that sexist? Damn! Alright, try it this way. GM’s marketing mavens should know that the Chevy Traverse is to the Mazda Miata what Chuck E. Cheese is to Fire Island. Or something like that.

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  • P1h3r1e3d13 P1h3r1e3d13 on Oct 06, 2008

    I just figured it all out! That's a regular women's top, so he's straight for sure. Why did he set off the gaydar, then? Watch again and pay attention to his expressions and his voice. Does he remind you of Tom Cruise?

  • MaxHedrm MaxHedrm on Oct 06, 2008

    Actually, with the 6 month "anniversary" it does seem a bit gay targeted. Do straight people celebrate 6 months? But yeah, could go either way. That said, not all gay men drive little sports cars or Jettas. I have gay friends that drive Jeep Cherokees (2dr), XTerras, Camry coupes, 300Ms, & one that just replaced a Malibu with a Rogue. Of course I drive an Audi TT roadster (225 at least) & am considering the Jetta Sportwagen TDI. So I might be the stereotype.

  • Davey49 Davey49 on Oct 06, 2008

    There's another ad with the "everything you ever wished for" line that shows a woman putting stuff into the back of her Traverse and it starts raining new pairs of shoes. Obviously both these ads are targeting women.

  • Killer Killer on Oct 14, 2008

    he's ironing a dress. that feels pretty straight to me.