Something like the opposite of gay window advertising went down last year in Australia when Bonds underwear featured a Christmas ad with two gay men in their undies kissing over a bowl of cereal.

It was kind of sweet, and I guess it had the desired effect. The uproar that ensued brought Bonds a tremendous amount of attention. The ad got disseminated for free by news media and entertainment media all over the world.

But was running that ad a courageous decision or a calculated one? The marketing executives who put it together had to know conservatives were going to run in circles scream and shout.

So, as a gay man I felt validated by the ad and at the same time a little used, frankly.

Rainbow capitalism isn’t something I push back against vociferously, but it can leave a bad taste in my mouth, be it window dressing or more direct.

Written by

Writer. Runner. Marine. Airman. Former LGBTQ and HIV activist. Former ActUpNY and Queer Nation. Polyglot. Middle-aged, uppity faggot.

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