Scorching gay clothing ads - Italian Style

[MasterLcZ]

Posted: 9/17/05 at 9:51pm

Half-naked models are commonplace on Italy's advertising hoardings but a kiss between two fully dressed men has caused a furore on the streets of its capital.
Photographer Oliviero Toscani has ignited a furious debate over homosexuality with his latest adverts featuring two men kissing and groping on a sofa. The billboards have triggered outrage at a time when the rights of homosexual couples are being hotly debated in Catholic Italy.

In one poster for the men's clothing line Ra-Re, one of the models is clutching another's crotch. Another shows the same model lying across the sofa and pulling his boyfriend on top of him for a kiss.

'These posters are vulgar and a bad example for our children,' said a spokesman for the parents association MOIGE, which wants the adverts banned. 'It's not a matter of sexual orientation. They would be crass even if they featured a man and a woman.' Complaints have flooded in to the offices of Rome city council and an organisation called The Citizens Defence Movement has joined the chorus of criticism. 'Obviously we respect homosexuality but it can be difficult to explain to young children,' a spokesman said.

Toscani, who was behind the controversial Benetton clothing company adverts and whose career has been built on shock tactics, was typically unrepentant. The 63-year-old photographer admitted he had taken advantage of the current debate in Italy about the legal and civil rights of gay couples.

'There's a big discussion going on about homosexuality in Italy so I thought it was the right time to do something like this," he told The Observer. "I don't think it's vulgar. It's just two men having fun together. These parents who are complaining - their kids already know about this stuff. The Vatican is not too happy with me either but the church is an anachronism in the world today. I don't think it has any influence on young people.'

During his 18-year collaboration with Benetton, Toscani was accused of cynicism in using controversial images for commercial ends. They included a dying Aids activist, handicapped children, a man slain by the Mafia, and a nun kissing a priest. In 2000 he left the company after a campaign featuring death row inmates sparked a series of law suits.

Demands for the adverts to be withdrawn have had little success. A spokesman for Rome city council said it was not their job to decide what was morally acceptable in advertising.

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Way to go, Rome City Council! And the ads - erotic...playful...passionate....beautiful...and HOT.

Definitely NOT an Old Navy Ad

Updated On: 9/17/05 at 09:51 PM

[BwayLeadman]

Posted: 9/17/05 at 9:56pm

"In olden days a glimpse of stocking
Was looked on as something shocking,
But now, God knows, Anything Goes. "
- ANYTHING GOES

[cturtle]

Posted: 9/18/05 at 12:11am

sounds like what Abercrombie & Fitch has been doing for years

Updated On: 9/18/05 at 12:11 AM

[Parks]

Posted: 9/18/05 at 1:34am

...the guy on the right looks like one of the guys who was standing behind me in the Wicked lottery line...but with better clothes.

[DefyingEDCT]

Posted: 9/18/05 at 1:40pm

nice clothes

[zoran912]

Posted: 9/18/05 at 1:53pm

Not a fan really. I don't find either of the ads to be particularly appealing, but maybe that's just me.

[MrMidwest]

Posted: 9/18/05 at 2:10pm

I don't think the guys are very appealing.

[ConvinceMe2]

Posted: 9/18/05 at 4:00pm

I like it!

[Dollypop]

Posted: 9/18/05 at 4:58pm

Why are the Italians shocked about these ads? It's not uncommon for heterosexual Italian men to kiss each other in public.

What's the fuss?

Updated On: 9/18/05 at 04:58 PM

[MrMidwest]

Posted: 9/18/05 at 5:06pm

It doesn't seem that risque to me. Maybe I'm desensitized. :-P

[Tenorific2]

Posted: 9/18/05 at 5:07pm

i like the clothes in the ad, but the guys look kinda greasy-- not appealing.

[EVIE]

Posted: 9/18/05 at 8:05pm

I agree, nice clothes, not so nice looking models!

[EponineThenardier]

Posted: 9/18/05 at 8:27pm

It's about time that we have ads like this

[chinkie azn jai]

Posted: 9/18/05 at 9:10pm

the one with the guy's hand on the other one's crotch made me laugh.

[Rose_MacShane]

Posted: 9/18/05 at 9:43pm

I like how someone put a Jack Russell in the second picture for no reason. Yay randomness!

[~FloweryFriend~]

Posted: 9/19/05 at 1:50am

Who cares about the dog? The picture is hot!

Updated On: 9/19/05 at 01:50 AM

[shira467]

Posted: 9/19/05 at 1:57am

I like that one FF, not the previous.

[NYadgal]

Posted: 9/19/05 at 9:04pm

I saw those ads on Billboards all over Rome... and I have to say, I thought they were eye-catching. Especially the Kiss.

They've defined their target audience, and are delivering a message to them which sells. And that's what advertising is all about...

[Unknown User]

Posted: 9/20/05 at 4:13am

God, Italy is fantastic- from the country that brought us La Cicciolina!

[redhotinnyc2]

Posted: 9/20/05 at 7:52am

I'm all for the kiss. The crotch grabber doesn't seem like a good idea for a billboard, though.

[Unknown User]

Posted: 9/20/05 at 7:58am

I'm intrigued by the reaction here to the models - "greasy"?!?!? "Not so nice looking" and "not appealing"?

Is this because they're not 20 years old and shaved from here to there?

And these billboards are NOTHING compared to some I've seen in West Hollywood!

[redhotinnyc2]

Posted: 9/20/05 at 8:08am

Gosh - I think the guys are really handsome. Greasy? Really?
Strange.

[MrMidwest]

Posted: 9/20/05 at 10:49am

"Is this because they're not 20 years old and shaved from here to there?"

Not at all. I just don't find them particularly sexy. Although it's hard to really see them very well in those pics.

[SonofMammaMiaSam]

Posted: 9/20/05 at 11:07am

I think they want you to look at the clothes.

[MrMidwest]

Posted: 9/20/05 at 11:30am

Probably, but it's hard when I'm distracted by how "ehhhhh" the models look.