Click on pictures for larger image.

Marketing the Rainbow


BMW is a German multinational company (est. 1916), which produces luxury automobiles and motorcycles in Germany, Brazil, China, India, South Africa, the UK, and the US. They also own Mini and Rolls-Royce. The company has significant motorsport history, especially in Formula 1, sports cars and the Isle of Man TT: it's all very masculine.

This article was last updated Mar 

The beginning

Considered to be one of the earliest gay-positive ads, this promotion for a local dealership in Sydney developed a cult following around the world because of the dearth of such imagery. It rang true for many gay families, especially for those that include dogs.

Gnome, 2001

A note accompanying a stern looking gnome (who appears in several of the campaign's ads) reads: "If power is an aphrodisiac, don't turn your back on Vic at the lumberyard."

The implication to the text appears to be akin to the old homophobic saying among men, "Don't drop the soap in the showers" -- that Vic might attack another man from behind sexually. Or maybe it just means that Vic will steal the truck, but the double meaning seems intentionally open.


Case study: Toyota

Branche: Cars