Saturday, February 17, 2007

Sirius - OTR as a gay market?

I couldn't have been more surprised Thursday evening. I had my Sirius satellite radio tuned to Radio Classics. It's a channel devoted to old radio shows from the 1930's, 40's and 50's, things like the Jack Benny Show, Suspense, The Shadow and The Burns and Allen Show.

In between the shows, they'll play a bit of music, ads for cd's you can order of old radio shows, and promos for other Sirius channels. Sometimes, they'll play an old commercial or PSA from an old radio show, but they also play regular commercials as well.

Just after the Abbott and Costello Show, they played their usual promo for the channel, an old PSA from Lux Radio Theater, reminding everyone to save thier fat for the War effort, and then ... this ...

listen to mp3, 1.6 MB

Jeans "by gay designers"? "Inspired by the art of Tom of Finland"?

What the fuck?

I'm happy I've got a Sirius S-50 receiver that lets you back up and replay the channel you're listening to, sort of like a Tivo. I really couldn't believe my ears.

If you're curious, RufSkin jeans has their own website: Note that it's not safe for work.

Now, I do know they have ad agencies that are buying time on these channels, but why would they advertise something like this on Radio Classics?

Hmm.. Gay men ... they go to the gym, they shop for clothes, they go to the bar on Saturday night ... they listen to Abbott and Costello when they relax at home on Thursday night ...

After checking out the site, I can only conclude that they're actually targeting the ad towards Gay sugar daddies. The jeans, available in sizes up to 34, aren't aimed at men in the 40s and 50s that listen to Radio Classics, but at middle aged men who would buy them for their twenty-something boy toy that probably has the ... er... assests ... and waist size to wear something like this.

I've noticed they run promos for OutQ, the dreadful Sirius channel devoted to Gay talk and dance music, on Radio Classics. So maybe there's something to my little theory.

Target marketing, indeed.

And isn't that ad for RufSkin jeans a real parody of Gay stereotypes (even if the creators of it don't realize that it is)?

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