Home > Business

Tags

Abercrombie FINALLY Goes Gay With Same-Sex Shower Smooch Commercial

Posted by Kevin Farrell on Mar 27, 2012 in Business | 110 comments

"Smooch!"

If you ask the executives and marketing whizzes at Abercrombie & Fitch about their latest promotional videos, they’ll probably smile wryly and tell you they are all about wrestling.

But ask a gay blogger extraordinaire and he will point you right to the kiss between two buff boys grinding all over each other in the shower in the Bruce Weber-directed Two Balls video.

Wrestling, riiight. Wrestling naked with gay kisses in the shower. You know, like straight boys do.

Not that we’re complaining!

View the video HERE and tell us what you think about it in the comments below.

What do you think of Abercrombie’s first gay kiss?

(via Homorazzi)

http://www.facebook.com/profile.php?id=8404170 Ray Windsor

i expect nothing less from a company whose men’s cologne is called Fierce.

http://unicornbooty.com Unicorn Booty

ROWR!

http://twitter.com/teknodave David A. Hildebrand

Hot hot hot! Now, excuse me, while I go take a shower, and uh…yeah…
Cecilot Pelletier

…I think I’ve gained a renewed interest in sports…
http://www.facebook.com/Chad.D.Music Chad Douglas

it may be just showing male compassion for other males, not necessarily ”homosexuality” . i think the commercial is tasteful!

http://www.facebook.com/profile.php?id=1126937893 Trish Burrell

So Chad do you show compassion to your male friends in the shower? I.E. kiss them?

http://www.facebook.com/profile.php?id=100000526421189 Bu LLetz

It’s a kiss on the forehead. Not the lips so, it would be a kiss of compassion. Not passion. Therefore it is perfectly okay. It makes no difference where the kiss takes place.

http://www.facebook.com/sammael88 Matthew Williamson

compassion has nothing to do with it. The word is affection. Straight guys typically don’t show it in this manner.

Anonymous

Agreed. Show me two straight guys that kiss like this in a shower and I’ll guarantee you they ain’t straight.

@Michelle Eremia – seriously? Quite a leap, there.

Michelle Eremia

are you against a male giving another male a kiss on the forehead, Trish?..

Emily

I don’t think that was a dig from Trish, I just think she was pointing out the fact that it’s not exactly typical for half-naked twenty-something year-olds to shower together in one stall, while wrestling, and then have one kiss the other on the head – and more of an lol.

Outside of a shower is a little different – I’m all for guys kissing wherever they want for whatever reason … it’s just not typical “straight male” behaviour to “show compassion to male friends in the shower”.
http://www.facebook.com/monstermark623 Mark London

In the shower? After an exercise involving that much body contact? I’m with Chad.
http://twitter.com/MrLeon Mr. Léon

Oh, hell no, I’m not. I think it’s cute. : ) And kind of hot.
Anonymous

JUst saying that even male comapssion only goes so far. Wrestling naked in a shower, exchanging “looks” and kissing, at all, is not normal straight boy behaviour.

http://www.facebook.com/people/Nicholas-Etheridge/743615031 Nicholas Etheridge

Actually, I do. Though I’m bi, my closest friend and is not and we kiss. And yes, i’m sure he’s not. (le sigh)

I have to agree that this is a tasteful video. I do think it is very homoerotic, without being explicitly gay. The kiss isn’t what does it for me though, its the couple shots in the shower where the guy is on his knees and crotch level to the other.

Yum.
http://www.facebook.com/profile.php?id=100001351128059 Dominique Michelle Miller

It’s 2012. Go into a place and try to find someone that isn’t gay/bi. Lmfao. TRY.
http://www.facebook.com/people/Erik-Baan/100000490485875 Erik Baan

…Actually, yes. I have straight friends I give a peck on the forehead or cheek. Nothing sexual about it.
Anonymous

I DO! Bam!

http://www.facebook.com/GaDgEt6120 Aimee Spicer

and their other commercials aren’t straight? I think its just okay that it’s a gay commercial lol

http://www.facebook.com/qkross Ryan DuPree

I think it is about time that they have come forward with this type of advertising. Something that they have been good with, softcore, but directed at a large demographic that is a big time spender with it’s label. Kudos!

When will they have more?! =P
http://www.facebook.com/profile.php?id=1126937893 Trish Burrell

Oh yeah straight guys wrestle in the shower NOT!!!!!!!!
http://profile.yahoo.com/EAOF74J3OXA2G26DLFTRD4Y64Q Emily

Holy f***. I am never going to stop watching this.
http://www.facebook.com/profile.php?id=1322350973 David Campbell

Meh. Whatev.
http://www.facebook.com/Seanpnc Sean Patterson

Even without the kiss it was plenty XD
http://www.facebook.com/profile.php?id=754850768 John R. Petrozino Jr.

Just when you think they couldn’t get any more homoerotic…yum!
http://twitter.com/BlueScorpioMoon Jennifer

Whattaya mean, gay? Don’t straight guys always practice wrestling holds in the shower, sometimes in groups of three?
I watched repeatedly, you know, for research purposes. It froze on me at :55 and I didn’t really mind. Took forever to get it un-stuck (maybe because I kept hitting pause?) but I’m now prepared to conclude, this is the best commercial EVER.
Christopher Noble

I’m actually tempted to start shopping there again, haven’t been in one of their stores since High School lol
http://www.facebook.com/francoam Alexander Michael Franco

overkill
Anonymous

I see nothing wrong with it. what is all the buzz about.lol love it.
http://www.facebook.com/hahahahahaaa Cathryn Wasas

Hot~ Makes me want to go shopping
http://www.facebook.com/people/Horace-Creel/100000472940140 Horace Creel

that looked like gay sex with shorts on i love it
http://www.facebook.com/brianscrane Brian S. Crane

More!!!!♥♥♥♥♥♥♥♥♥♥
http://www.facebook.com/profile.php?id=1068293525 Scott A Drake

Pretty decent. I think the point is made way before the end and could be trimmed and some or the editing is erratic.

Would I watch it again? Probably.

Probably 400 times…
http://www.facebook.com/profile.php?id=68901935 Yenni Brusco

This was probably the last thing I expected them to do, I’ve gotten kicked out of an abercrombie store for just holding hands with my girlfriend the day after two gay friends of mine were kicked out because they were being ‘too touchy feely’ with each other. The manager of the store backed up the employees saying that what we did was disgusting and out of line, and that they had the right to throw us out since even in their handbook from corporate it said they should to anyone displaying non-heterosexual romantic involvement.

Emily

If I were you, I would’ve told the manager to shove it up his ass and to consider the fact that his flagrant bigotry just lost their store the business of at least you, your gf, your two gay friends, and all of your friends (just giving him the number).
http://www.facebook.com/profile.php?id=612921018 Dave Silverstone

Uh, screw that, might have wanted to remind the manager that the board of directors is pretty much nothing BUT gay guys who do WAY more “disgusting” things all the time, and maybe he should take it up with them.

http://www.facebook.com/profile.php?id=68901935 Yenni Brusco

It was store policy, in the handbook…They even showed me it…that’s part of what I was so disgusted with.

http://www.facebook.com/g.alex.fox Khai Fox

the music wasn’t to my liking. everything else was nice.

http://twitter.com/BlueScorpioMoon Jennifer

…there was music? I must’ve been distracted by the “everything else.”

http://www.facebook.com/profile.php?id=100000035047164 Gus Anderson

yawn
A&F is losing its edge.
http://www.facebook.com/people/Robyn-Venessa-Mazy/1303224949 Robyn Venessa Mazy

i have no sound on my comp… i think i got a little excited watching that video
http://www.facebook.com/RushLynx Chris Guardiola

This commercial was boring and ineffective… I don’t understand why everyone here seems to have missed that. It said nothing about Abercrombie, or anything else actually–in fact it’s entirely likely that this isn’t a real Abercrombie commercial at all… I would expect a company that charges as much as A&F does for its clothes to have enough money to hire a competent advertising director.
http://www.facebook.com/people/David-Gates/594972263 David Gates

OMG! Now I need a cold shower….

http://www.facebook.com/j.jared.burrow J Jared Burrow

I need like twelve cold showers after that.

http://www.facebook.com/people/Sage-Newell/533367691 Sage Newell

Absolutely gay – and absolutely raw. Love it!!
http://www.facebook.com/people/Kenneth-White-Jnr/1083621134 Kenneth White Jnr

enjoyable and classy yet still classic A&F jock!
http://www.facebook.com/profile.php?id=514158427 Matt Hamilton

DAMN!
Emily

“Basketball is What Boys Do” was good, too (another one in the Webersodes category). He does a spectacular job keeping those watchable, provocative, and tasteful. Plus black and white just (in my opinion) makes everything so much sexier.

I actually liked that it was a kiss on the forehead – it was unexpected and somehow made it more suggestive (not that them wrestling on top of one another in the shower wasn’t already screaming “We’re going to have a LOT of sex like five seconds after this commercial ends”).
I give it an 11 out of 10. And I hate Abercrombie.
http://www.facebook.com/profile.php?id=1022660111 Charles Joseph Celli

Yeah well they have convinced me to shop at A&F.
http://www.facebook.com/profile.php?id=774441423 Vengrov Likeah Boss

I feel it was forced like the actors looked really stiff, and what was up with the sudden pause in expression like why did they just suddenly freeze and just look off into the distance with a blank expression? it was nice, well framed but I still feel the actors where uncomfortable and should of rehearsed until they could smile or show an honest emotion other than ‘oh man I’m all over a dude right now’ then again that may be exactly what the directer was going for, but it made me feel as if the actors where to stiff and ridged and I concentrated on that more than what the point of the video was.
http://www.facebook.com/people/Thomas-Prentice/1243047277 Thomas Prentice

Bruce Weber is the best, absolutely the best…
http://www.facebook.com/profile.php?id=1204371536 Kenneth M. Barry

about damn time..
http://www.facebook.com/naz.runfola Naz Runfola

I think the kiss was sweet but not sexual. What is wrong with straight men showing affection? Do we always have to sexualize it?
Anonymous

Outstanding production! It’s about time to see something so tastefully and artistically done. It sizzles.
http://www.facebook.com/j.jared.burrow J Jared Burrow

Holy hell, it just got really hot in here….

http://www.facebook.com/j.jared.burrow J Jared Burrow

To be honest, the kiss was the least homoerotic bit of the entire commercial…

http://www.facebook.com/everydayangel7 Tara Miller Palmer

excuse me . . . umm i need to go in my room . . .
Anonymous

There is NO “homosexual” statements made by the ‘kiss’ in this commercial. It’s not even “gay.” This could very EASILY be interpreted as affection shown, one dude to another, ‘no homo.” “French kissing” would have made this more porn/homosexual/gay specific. I do NOT get gay here at all. What I DO get is that of the FIVE men in the shower, why is there absolutely NO sign, hint of diversity? Although I KNOW the answer, I still pose the question…”Riddle me this…?”
Anonymous

A) Yum.

B) This a thousand percent better than the “decorating” I saw in a store, during one of the infrequent occasions I ventured past the threshold. There were sets of pictures around the store, and some of them, were what would be considered suggestive. That would be fineif the subject looked like adults, but a lot of the models, thin and innocent looking, gave the appearance of hovering on the dark side of jailbait.

Although I’m sure they could produce papers proving that the models were all over 18, I couldn’t shake the feeling that by standing at the cash register, I was contributing to the sexual exploitation of minors.
http://twitter.com/DasDutt Michael Saldutti

Yowza. That was super hot.
http://www.facebook.com/profile.php?id=508163235 Kelly González

Loved it. Super charged and sexy. Such a sweet kiss, by the way.
http://profiles.google.com/alandraper Alan Draper

I’m all for men giving other men kisses in the shower.
http://www.facebook.com/profile.php?id=1602853718 Terry Bedell

Nice!
http://www.facebook.com/GaDgEt6120 Aimee Spicer

sweet … love it
http://www.facebook.com/profile.php?id=100001139367042 Cristine Shotyaleg McMurren

I’m a lesbian but I thought this was sweet and beautiful ^_^
http://www.facebook.com/profile.php?id=100001351128059 Dominique Michelle Miller

So?
http://twitter.com/patrykbot Patrick Lupinski

Bromance to the extreme
http://www.facebook.com/profile.php?id=17824236 Keith Penrod

Hot hot hot. Simply amazing.
http://www.facebook.com/profile.php?id=532095584 Daryl Montgomery

its hardly an A&F commercial, just because there wearing the clothing doesn’t mean we will be seeing it pay on CNBC or HLN….. I seriously doubt its a real commercial .
Conor Zeneberg

Cause this screams straight…
http://www.facebook.com/people/Lisa-Gabbard/1140517793 Lisa Gabbard

I need a shower after this!!!!
http://twitter.com/DerekPlease Derek Murawski

Fuckin’ delicious! Proud to wear their brand <3
http://www.facebook.com/Ezz0564 James Bunnell

Absolutely Love It
http://www.facebook.com/MavricC2012 Craig Steven Weysham Jr

that was quite a big turn on lol, wrestling to see who is top maybe…
http://www.facebook.com/musichappens Anthony Michael Wagner

I guess I’m unsure about how this is an ad…? Don’t get me wrong, it’s hot as hell, but I’m just not sure what A&F is trying to accomplish here.
http://www.facebook.com/profile.php?id=743696998 Sherry Tucker David

Sex sells
http://profile.yahoo.com/6F4TBNNEEEWO2DAOPCZY2W5DL4 Sarah Pimley

I don’t know about you all but I thought that was funny, Just because they all had really somber expressions xD But it was cute. Love gay people! I’m one of them! It was awesome.
http://www.facebook.com/profile.php?id=100003599721359 Lacey Krumb

This is about as tasteful as soft core porn. What does making out in the shower have to do with clothes? Ohh, for the record i wouldn’t like it anymore if it were a girl and a guy Slutty is slutty. Being gay doesn’t have to be permescuous. why does the gay movement have to be about being slutty, can’t you be gay and not have it define your personality?? I don’t march around in assless chaps with all my straight friends, your sexuality shouldn’t define your identity fags
Justin Hawkins

I geuss they are really expressing it nowadays instead of hiding behind half naked posters of men…i like the new direction
http://www.facebook.com/keegano1 Keegan Olson

Lol is A&F trying to advertise clothing or sex because there seems to be a rather large lack of clothing throughout this ad, not that I’m complaining
Anonymous

This is just a bunch of affectionate friends roughhousing. *giggle*
http://www.facebook.com/heartbrokenemoangel Anthony Osborn

:3 delicious :] makes me wanna model for Abercrombie even more :]
http://www.facebook.com/tami.prevost Tami Prevost

I loved it. “Tastefully” done, no pun intended. I love Abercrombie since the first day I walked into that store. Its my go to store for jeans, I have so many pairs I cannot count. Awesome commercial great job.
http://profile.yahoo.com/OD7QCMN4BJF56LKNMP3MHA3ITY Texasred63

um what part was about the clothes again?
http://twitter.com/Dr_Nikolai ♂Pinkhawk Derpmoyed♂

Finally? I think they’ve been sending that signal for a looooooong time!
http://www.facebook.com/profile.php?id=1112860579 Brandon Spencer

im sorry what were we commenting on again
Chris Heckman

too vanilla, needs more homo
http://www.facebook.com/profile.php?id=721426921 Bueno Gambino

Abercrombie Social Stigma (ASS) affects the Queer community enough as it is. I wish this company would close up shop and stop instilling unobtainable expectations of what gay men should look like. Places like this create ecosystems of body dysmorphic disorder, anorexia, and bulemia. I mean come on… a clothing company that never advertises clothes.
http://www.facebook.com/profile.php?id=661364038 Ismael Rodriguez

Very tastefully done, charged with eroticism. Having said that, the kiss was just tender not passionate, so it could mean many things and for the record, they were not wrestling naked. Still hot!
http://www.facebook.com/abalcerak Allison Balcerak

Normally, I would think it’s stupid to use naked people to advertise a clothing line, but I’d watch it again lol The kiss on the forehead was adorable
http://www.facebook.com/profile.php?id=1524510182 Keidrick Goss

umm since when, in our socitey, do you really EVER see a man kiss another man on the forehead, passionately, whilst in the shower??? I think Abercrombie found a solid advertising campaign.
http://twitter.com/TStrick67 Tanya Strickland

Other sports require 1 ball, wrestling requires 2? More like 4…or 6.. Not complaining though! You can argue gay or straight, passion or compassion, but it was definitely homoerotic. And artistic. Loved it.
http://twitter.com/MrLeon Mr. Léon

I’m in love… all over again. <3

Hello, boys, got room for one more?
http://www.facebook.com/michael.tori Michael Tori

It really is a matter of cultural background how you interpret this video.

There are two outstanding messages here. The powerful thrust of masculine sexuality. Wild and often unpredictable in youth. And one of deep masculine bonding and tenderness that come from soldiering side by side in a struggle that pushes the limits. These are both elements men understand and can relate to. They are certainly innate and involuntary.
In our American culture, because of shame, we are more likely to notice the raw sexual element. It’s overt, naughty. Whereas our European brothers wouldn’t be offended by it and deem it completely natural as would they the kiss.

The genius of this marketing is that it is very real. There isn’t a thing in here that some guy doesn’t or wouldn’t partake in. It will reach all audiences. Each man will see what appeals to him most and AF will be the richer for it. Personally, I’m glad they are helping to break down the barriers.
Nora Davidson

I definitely think this is a step in the right direction. If we can get big name companies like Abercrombie to start advertising gay as okay, then we’ve made a huge step. Advertising insidiously enters our everyday life and they use subliminal messaging and hidden visual clues that help shape society’s impressions and opinions.
This video is clearly erotic. Even though they’re trying to pass it off as simple wrestling, the presence of a shower, the focus on lips and the naked male form, and the positions that the men are placed in are all highly suggestive. The kiss is perhaps the least sexually suggestive moment in the entire piece. I agree with some other commenters that Abercrombie clearly does set body image too high, encouraging anorexia, etc., but I did think this was sending a rather positive and sexy image of homosexuality.
http://profile.yahoo.com/CYXXDWEE5HVI5GJPWVTZ7LLMGE D

Homoerotic for sure. Homosexual… not necessarily.
Anonymous

so after idk a decade of following abercrombies nearly ponographic materials, the ammount of homo erotic tension can be cut with a knife! i almost want to send bruce a little beeping parachute with some chicken soup and a note that says “you call that a kiss!?” they need to own their demographic.
http://profile.yahoo.com/XFWWAOLUCSO7HSZAYH47FQ77NU DaddysGuyDOTcom

nice
http://twitter.com/runningontime T

Outstanding! Your changing the world!
http://www.facebook.com/profile.php?id=688236750 Craig Knox

yeah, um, they aren’t naked in the shower…
http://twitter.com/BobAKABuffy BobAKABuffy

Is that why it has been removed?!
Anonymous

Hm. As a lesbian, I’m not turned on by this commercial. But as an advocate for gay rights, I think it’s fantastic. It’s about time a huge and influential company like A&F goes gay! They can still advertise with straight people as well, but it’s time they start acknowledging their gay customers and realizing that they’re a big part of their clientele. I’m all for this commercial. Huzzah!
http://www.facebook.com/stevenjotero Steven Otero

Umm obviously very homoerotic!
http://www.facebook.com/profile.php?id=516536608 Chase Treat

its about damn time
Anonymous

It very Hot but there was too much wrestling going on in the shower. Not a problem with holding, kissing or intimacy in the shower. Wrestling on the mat and relax together in the shower. I just think some of the poses in the shower were dumb and awkward not sexxy.
http://profile.yahoo.com/ZB5YCY24PI5VOP3B5ICTI5WQPE Selena

I feel like I’m watching soft core porn. xD The commercial is very nice and shows a lot of camaraderie and being open about who you are. <3
http://www.facebook.com/people/Jesse-Proctor/100000845651792 Jesse Proctor

I think its great, movement towards a better commune is on its dawn, im not happy that still 2/4 of a whole gay population period- keeps making the rest of the gay community look like sex slobs and continue forcing others into the idea of gay sex or religeous change over into it because its “Hot” and im gay myself, But would someone explain to me why the video is gone because that really is a titan of an insult to every free will that posted here…. i get people are still not accepting, but its OUR sexuality, NOT your’s, Get The Hell Over It……..
http://www.facebook.com/people/Steve-Nickerson/1519546097 Steve Nickerson

WTH, this was available last week, but now it seems pulled from weber’s site.Anyone know why?
http://pulse.yahoo.com/_H4H3MEDNR2UQK2IOBRU3MZIUZQ disciple

Yep! Another piece of crap from the professional purveyors of perversity. I sure won’t be allowing my kids to shop there any more!
http://www.facebook.com/mark.l.brown.315 Mark Leroy Daniel Brown

I like the A&F gay kiss ad. It’s about time that they stop beating around the bush and finally accept their gay customers.