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An Adorable Filipino Ad Shows Gender Doesn’t Matter When It Comes to Fragrances or Love Business

An Adorable Filipino Ad Shows Gender Doesn’t Matter When It Comes to Fragrances or Love

Written by Daniel Villarreal on March 01, 2018
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The Philippine clothing brand Bench/ sells men’s and women’s fragrances, and in a recent commercial they showed that gender doesn’t matter when it comes to fragrance … or love. Seriously, this Bench/ gay ad is basically Call Me By Your Name, except it’s Filipino, two minutes long and there’s no peach.

In the commercial, a boy named J.R. says goodbye to his father who drove him to school. As soon as he gets out of the car, he sprays a bit of “So In Love” body mist onto his neck and then unzips his jacket and ball cap to reveal a sassy pink tank top and his dashing long hair.

While walking through the university hallways, J.R. sees Vince, a hunky fellow student who compliments his fragrance. Thus starts a series of flirtations, while J.R.’s dad sits at home wondering if J.R.’s fragrance is evidence of a girlfriend. (J.R. grimaces, dads can be so clueless.)

We won’t give away the ending, but the story takes two surprising turns and ends on a positive, heartwarming note.

Here is the Bench/ gay ad for “So In Love”:

Despite its pink packaging, the “So In Love” body mist isn’t really gendered by Bench/ as a male or female fragrance. Accordingly, the commercial shows that, in a perfect world, people should like what they like, regardless of gender.

The commercial reminds us somewhat of the daring gay lip balm commercial from Thai cosmetics company KA which shows a flirtatious openly gay schoolboy who flirts with another angry male student.

Just as American brands are increasingly looking to male-presenting Instagram influencers to help market their traditionally female-branded cosmetic products, the Asian male cosmetics market is a booming business as well. In 2016, the male grooming market in Asia was worth an estimated $12.8 billion with male film celebrities helping drive the trend.

What do you think of the Bench/ gay ad? Sound off in the comments.

 

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