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Is this ad homophobic?



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Right now, on sites like Gawker and ESPN, a debate is raging:

Is Nike's new ad campaign, depicting a basketball player jumping over another one with the tagline "That Ain't Right", homophobic?

From Gawker, "That humiliation arises from the balls-in-face aspect of the dunk, meaning it is fundamentally a homophobic sentiment. At least subconsciously."
http://gawker.com/5027779/does-nike-hate-gays-or-do-gay...

From ESPN, "These are kick-ass ads, that have meaning and make basketball sense without injecting any homophobia into the conversation. Getting humiliated like that is "just wrong," in a basketball sense, without the male on male interpretation. Pretend the genders were scrambled in that ad -- a woman defender, or a woman dunker, or both. The same headline can work without the implication that the man on man contact is the gross part."
http://myespn.go.com/blogs/truehoop/0-33-80/That-Ain-t-...

Some Comments from Users,
"Thanks for helping the gay teen suicide rate climb, even if just by a little. Great work, geniuses."
"Way to perpetuate homophobic stereotypes ... 'that ain't right' ... I'm sure some 15 year old gay kid who is struggling with his sexuality will see these and think great things about himself. What a positive message Nike!"
"As a gay male and a black male, I find that some of the commenters are jumping the gun and crying wolf for an ad that I feel is in no way homophobic."


It's an interesting question. Seems to me like the ad plays at a fear that all basketball players have - guarding a guy who then jumps so high that his crotch hits your face as he dunks. Most of the embarrassment would come from A) having a guy show so much superior athleticism over you and B) having something extremely rare happen to you (think hitting into a triple play).

In fact, on a court, this event would happen so fast that it wouldn't really be an issue where the other man's crotch was. Having played a lot of basketball, I've pretty much never seen a player clown on another guy in a homophobic way over that type of play. Moreover, I'd say that when men play sports, even the most homophobic of us, we don't really worry about it. See clip for comic relief and an example of what I'm talking about - http://www.youtube.com/watch?v=ilyA3s4FsHo

So I disagree with Gawker that the humiliation comes fundamentally from a homophobic sentiment. I doubt this writer plays basketball.

But I will say this: Nike has taken an action or event that is not homo-erotic and has tried to make it into one. See, if this was a game of basketball, everyone would be looking three feet up, to the player's face and the ball getting flushed into the hoop. But Nike has changed our perspective. Freeze frame of the guy's head in the other guy's crotch. The words That Ain't Right.

A ballplayer might see this and not think twice. It's a pretty great shot. But I can understand why it might offend people. Should Nike pull it?
khasson

69 responses // Is this ad homophobic?

  • Sometime minorities are over sensitive and read too deep into everything, always looking for that hidden messages that attacks them.

    I don't see any homophobic reference in this ad.
    mundosanto
    2 responses to this
  • Sometimes you get a face full of balls. I have no opinion on it either way but it's funny if anything else. Whatever it takes to sell shoes I guess.
    maasanova
  • If the guy on top was a woman, it would still be just as awkward.
    handshakeheartbreak
  • I don't feel like this is too homophobic. No one wants balls in their face if they're not expecting it! :)
    clemwilson
  • Oh geez, everybody's got some issue with everything nowadays! Gay or not, having a dude dunk on you and getting some sack to the face is not what you would want, hence the statement "that aint right".
    CTZNWES
    2 responses to this
  • I agree, if the person on the top or bottom was a woman it still would be an effective ad to fit the tagline so it doesn't qualify as homophobic.

    You could probably even switch the two with chimps and it might still work.
    Argon18
  • There is nothing homophobic about not wanting balls in your face.

    This is a silly exaggeration.

    No homophobia here. Move along.
    Saladin
  • Looks like the current peoples is ahead of the curve as usual, totally not homophobic, just hilarious!



    also,

    how the hell is this in the politics section???
    RudyRudell
  • I dont think it's meant to be homophobic or hurt gay people. However the writer looked at this from a heterosexual point of view and thought, "hey a guy's crotch in your face isnt hot at all".

    They were thinking this and you cant deny it, the object of the picture is the guy's crotch in the other man's face and big bold print saying "That aint right".

    As a white person I dont notice many things that are offensive to other minority races except a couple times.

    As a gay person I notice things like this because it is related to my lifestyle.

    Now why cant they have a guy's crotch in a woman's face or vice versa? just wondering.....

    Now I get annoyed sometimes when minorities complain about something I dont notice, I think "get over it". But overtime I've learned they cant because its an accidental punch at their living or their culture. So instead of saying "move on" or "get over it", how about people try to respect other people and understand eachother. I dont know, just an idea, maybe they world will be a bit happier.
    NickerBocker09
    3 responses to this
  • This is getting fucking ridiculous! All these stories are driving me homophobic. God, I hate political correctness.
    PatrioticAstronaut
    1 response to this
  • even if it was two gay dudes playing basketball against eachother neither one of them wants to get dunked on like that. and then have to have there face in the other guys sweaty crotch
    edenfiu
  • Isn't homophobia in the eye of the repressed beholder?
    eldamon
    1 response to this
  • to call this homophobic is... asinine to say the least. In fact, i think even homosexuals dont think having a man jump and slam his sweaty balls against his face is right.
    hollowman218
  • As a homo Im looking at the ad simply.

    "THAT AINT RIGHT" stamped on a guy's crotch over another guy's face.

    Ads are supposed to be quick and simple.

    How does this ad relate to what nike is selling or doing, again looking at the ad for a couple seconds without clicking on links or reading deep into it, what the hell is it selling or advertising.
    NickerBocker09
    2 responses to this
  • It is putting a sexual analog in a sports scenario where sex isn't supposed to be. Since 99.9% percent of people buying Nikes can't possibly jump high enough to put their genitals in the opposing teams face, I think it is blatantly sensational and tacky, but other than that I just don't care. It seems like it would make one indirectly associate Nike with gay sex one way or another, which probably isn't the greatest idea, but like I said, who cares...I wear Adidas and Sketchers anyway.
    damnneargenius
  • These ads are kind of lame, but not homophobic.
    This reminds me of the time that funny-esque Snickers commercial got pulled from the air waves because of the whining of the "GBLT community."
    Those who get offended deserve to be offended, and if you're getting offended by something so trite, get ready to die of a heart attack.

    Yes, political correctness is the new religion, but religion is still a load of guano.
    Humdrum
  • who isnt afraid of sweaty, smelly balls?
    advertisehere
  • This isn't a homophobic ad campaign at all. Nobody wants sweaty nuts in their face during a basketball game. Calling this homophobic is just being way too oversensitive.
    colepeezy
  • So Im guessing Nike is selling sweaty-balls-in-your-face-which-is-nearly-impossible repelent.

    Awesome :)

    Anyways, Im not saying Nike said hey lets attack gays. Its a dumbass ad that doesnt sell anything. If they are trying to sell shoes, then they shouldnt make them the same color as background and perhaps focus on the shoes rather than the guy's ass/crotch over the other guys face.

    Or maybe show a wider picture of the guy dunking or something.

    So the ad is a dumbass ad and Nike was pretty stupid about it. There :)
    NickerBocker09
  • Its funny if you look at all the vernacular of the sports world.

    "Suck on that"
    "Bow down"
    "get in your knees"

    All of the little celebration terms are overtly homosexual.
    MrWagner
    4 responses to this
  • You are the Homophobic.
    petarro
    1 response to this
  • That's hilarious!

    In advertising, it is very difficult to make the audience laugh, but if you do, it will leave a positive lasting impression. Since it is targeted at male athletes, I assume it will be a success. Most men in sports will find this subject matter to their amusement , especially the presentation of the language. It's all in the name of comedy.
    Menchaca
  • Did anyone consider that the basket ball player may be GAY? I play ball a lot and if I am about to get some balls in my face...I push that ish away. Call me homophobic. I just love women.
    Oh, I forgot to mention...I am male and there is no sugar in my tank.
    RickFoy
    2 responses to this
  • The person who made this ad may be Gay and wish he could play basketball. How about that?
    RickFoy
  • http://www.commercialcloset.org/
    The humor seems more juvenile than homophobic, but its root of being juvenile is because it is homophobic.

    However, there are plenty of clearcut commercials with homophic messages, like the recent Mike's Hard Lemonade ads that have a stereotypical "big sissy" coming up with suggestions that are turned down in a hostile way, with the closing voiceover along the lines of "in a world gone soft, somebody's got to be hard".

    For more, check out the Commercial Closet Association which scores advertising based on attitude in portrayal of gay people or using gay people as a punch line.
    jmichael2497
    2 responses to this
  • I'm pretty sure even a homosexual basketball player , wouldn't want some ball sack to be slapped in his face while defending the basket. right?............right?
    chillwillNJ
  • No it's not and no amount of philosophizing BS from anyone who thinks different is going alter it. Once you think the world is after you you never stop looking for little things that aren't there.
    J_Jammer
  • I don't believe it is "homophobic" but it could be considered "homo-erotic" - and believe it or not, homo-eroticism sells (because sex sells - it's in most advertising in one form or another, and especially in sports advertising we find many examples of homo-erotic poses and gestures).

    Secondly, homo-eroticism is "taboo" which makes it both alluring and touchy.

    What the ad is attempting to do is to make you "giggle" (I am sure Nike loves the free publicity it's getting in this these online debates though).

    I have never seen a "balls in the face" aspect of dunking or basketball - what I have seen is the guy in the bottom pose falling down on his back though...

    If Nike chose the words "That's Gay" - then we'd have a different story on our hands.
    TyMarshal
    1 response to this
  • Why the anger about this ad and none about The Gap's "Don't put your penis in another man or you'll go to hell, oh, and buy our pants" campaign?
    AceHardchester
  • stop with the homophopic ignorance, I'm convinced that with the way this word is used that 99% of people don't even know what the word means.
    shadowtrekker
  • No.
    krag2112
  • I think it dangerously teeters the line between homophobia and jest. I don't think it was written from a homophobic place but it can most definitely be interpreted that way
    IAMROBOT
  • it's not gay. it's honest & funny. some people are way too sensitive.
    besides, balls in the face doesn't mean gay, it's means basketball. or baseball. or soccer. or golf. naahmsayin?
    ohh_Donna
  • Its easy to say that people are being overly sensitive, but then some day someone comes around and offends something you hold dear--then you too are being overly sensitive.

    Sensitivity is relative to the offended.

    However, that being said, we need to find a person who is both gay AND a basketball player and ask what they see first--sweaty balls in your face joke, or a jab at homosexuality?

    Because, and I'm a straight member of GLBSU, I certainly don't see it as more than a sweaty balls joke.
    egarlow
  • Mainstream advertising has been much clumsier in its approach of the gay community. And the harsh backlash that surrounds odd-inspired or ill-advised attempts acts as a bitter reminder that gay advertising is still considered more-thorny-than-horny territory.

    This is not bad advertising. And most of the times, it isn’t intentionally homophobic advertising either; but advertising that tackles the gay issue from a straight vantage point.

    In the same spirit with which adolescent boys might be prone to engage in homophobic verbal attacks to affirm their straight manliness; advertising often refer to gays to emphasize a contrast, an opposition. This is unfortunate but normal, since our culture places such a high value on masculinity-over-femininity ideal; and homosexuality is viewed as the ultimate betrayal of this unspoken rule.

    This results in a series of – sometimes genuinely funny – gay-themed commercials that treat homosexuality either as a straight man’s nightmare, a mistake imputed to mismanaged testosterone, an uncomfortable misunderstanding, or just plain insecure fear (which is why the sound of a soap dropping on the floor of a public shower will usually be similar to one of a nuclear explosion). In the end, all of them end up selling a taboo more than the product itself.

    http://www.advertisingpawn.com/?p=34/gays_and_advertisi...
    TyMarshal
    3 responses to this
  • This is as ridiculous as the fat pride groups getting mad at wall-e, to think this is homophobic shows a high level of immaturity and ignorance.
    AswegoAsdego
  • People want an excuse to comlain about everything. It's not homophobic- what should the add say "I am ok with you putting your balls in my face while you dunk and make me look stupid?"