NEW YORK — A new Boy Butter personal lubricants commercial that uses a suggestive hand gesture has begun airing on Logo and OutTV in the U.S. and Canada.
The commercial is a nod to 1950s-style radio and TV jingles featuring singer/actor Mister Chase as a one-man barbershop quartet singing and motioning on the virtues of the product.
The company says the “innocent yet subversive” ad was approved by the Time Warner, Charter and OutTV legal departments, and is making television history as the first commercial to employ the use of a suggestive hand gesture to get its point across.
The ad began airing last night during Season 8 of “Rupaul's Drag Race.”
"When Boy Butter first approached me to create the spot, I was immediately inspired by the vintage look and feel the products already have,” Mister Chase said. "I knew a 1950s style jingle would be a great fit for the product and researching vintage TV jingles inspired us to create the perfect melody and lyrics that gave an authentic, corny yet ultimately catchy feel. As far as the 'hand gesture' is concerned, I hadn’t thought much of it because it was totally unplanned and just seemed... natural. I was shocked upon learning that the legal departments approved the ad to run on TV and we were very pleased with the end result."
“There is nothing more fun than creating a nostalgic black and white TV commercial with a naughty element to it,” Boy Butter creator Eyal Feldman said. “The innocent appearance of the ad allowed us to slide in some sexy subversion, which makes it many times more effective and more fun of a commercial for today’s sophisticated audiences.”
To see the commercial, click here.
