The LCBO (Liquor Control Board of Ontario): Happy Pride

Cheers
To bears that drink beer. And divas who turn tequila into mean margaritas. To motorbike dykes who prefer their whisky neat and hair wild. And bisexuals who can’t decide between Cabernet or Chardonnay. To those martini maestros—the guppies—who work their garnish something fierce. And all drag queens that hold lager with grace and élan. To the trans folk who navigate the divide like a rosé wine, brilliantly. And lipstick lesbians who swizzle up Moscow Mules, Singapore Slings, or even a Tokyo Tea. And cheers to those who say spritzer because it sounds sassy.
But most of all, cheers to you.
For Being who you are. and proud of it.

The LCBO – a relatively conservative, government agency – wanted to run an ad in Toronto’s annual pride guide. When they reviewed the concepts internally, gay and lesbian staff immediately gravitated to the cheekiest concept.

Advertising Agency: GJP Advertising & Design, Toronto, Canada
Creative Director: Alan Gee
Art Director: Lisa McCoy
Copywriter: Lino DiNallo
Production Artist: Patrick Conway
Published: June 2010

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25 comments

Guest's picture
Guest

Amazing!

Guest's picture
Guest

Why I am proud to be Canadian - and to live in a country where a government organization would produce this ad. Well done!

Guest's picture
Guest

What a fun, feel good ad! Very surprising coming from LCBO.

Guest's picture
Guest

Really?

Guest's picture
Guest

Not bad. Copy would have been better without the over use of And to start sentences. Also the widow on the fourth line is a little sloppy.

Guest's picture
Guest

What widow?

A widow is a very short line – usually one word, or the end of a hyphenated word – at the end of a paragraph or column.

Guest's picture
Guest

I know I am being extremely picky, but that isn't a widow my friend - that would be an orphan. A widow is one word on it's own on a line, exactly what the guy above mentioned. I do agree they should have brought the "To" down to the next line.

Guest's picture
Guest

...though I can't believe it's missing the work "cocktail"...

raavigeorgian's picture
raavigeorgian
2444 pencils

GREAT COPY

prs's picture
prs
210 pencils

clever, really clever.

Don't follow the herd - be yourself!

Andrej's picture
Andrej
656 pencils

Excellent copy. Well done.

Guest's picture
Guest

I love it

TommyO's picture
TommyO
1866 pencils

What? Where? Who?!

Guest's picture
Guest

Awesomeness,

Guest's picture
Guest

Yes, this ad is a 10, awesomeness, and all those other superlatives mentioned above. Only if you work at GJP.

Carlos Garcia's picture
Carlos Garcia
846 pencils

Nice writing.

CG

adjunkie375's picture
adjunkie375
42 pencils

The copy made me smile :) Well DONE! :D

Guest's picture
Guest

Love it! So smart.

Guest's picture
Guest

Awesome!

Guest's picture
Guest

WD

the_lizard_king's picture
the_lizard_king
1255 pencils

REally a great job wid da copy. This is One of the few ads which are heavy on copy and yet get aptly noticed. Spectacular. Just love it!!!

And then GOD said...
Let there be creativity!!!

Guest's picture
Guest

bisexuals aren't people who can't decide whether to drink Cabernet or Chardonnay. they are people who enjoy both.

Guest's picture
Guest

I love the copy! It has a great rhythm to it with the alternating "To" and "And", wrapping up nicely with a sentence that manages to use both within three words.

alphayo's picture
alphayo
50 pencils

nice

dee_art-o's picture
dee_art-o
109 pencils

great copy!!

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