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Is Old Navy's 'Dress Like a Guy' Commercial Anti-Gay?

Fresh on the heels of promoting their Gay Pride shirts that confusingly aren’t actually for sale in 99% of their stores , Old Navy is continuing to muddle the waters between pro and anti-gay with a new commercial.

While Old Navy’s Dress Like a Guy commercial doesn’t explicitly say the men in question are gay, the assertion is right their on the surface. The long hair, the makeup, the designer underwear, and of course the loaded notion that real masculinity is draped in cargo shorts and t-shirts, not fur and linen.

To be completely frank, we’re so over this company’s missteps over the past several weeks . We were ecstatic that the LGBT community had found such a powerful ally in a juggernaut with over 1000 retail locations . Really, we were. But just like we expect our friends to not let us down repeatedly, how can we realistically call Old Navy an ally after they have dropped the damn gay ball over and over again just days after declaring to the world that they were picking it up in the first place?

Old Navy’s assertion that there is only one way to dress like a guy is especially insensitive and ill-timed considering the fact that it’s LGBT Pride month.

What do you think? Is Old Navy’s Dress Like a Guy commercial and campaign anti-gay?

WHile I don’t like the ad, I don’t feel that its anti-gay at all.  Its a knock at “big time” lables like Calvin Klein who mostly do ads similar in fashion to the one they are mocking.  Old Navy has always been about super casual clothing not about cutting edge fashion like other labels are.  Its more along the lines of “be an everyday guy not one caught up in all the hype of primming to look good”.

I don’t know that it’s anti-gay, per se, but it’s definitely pro-stereotypical definitions of masculinity. I think inherent in the slogan is: “Dress like a [REAL] guy, not that guy.” And since most people assume that gender-nonconformity = gay, you could call this anti-gay. I don’t watch a lot of commercials, but the ones I do see have led me to believe that marketing is based almost entirely on stereotypes. I guess it makes sense — “demographic” is just a fancy word for “group we’re choosing to stereotype” — but it’s really upsetting when you think about the harm stereotypes do on a daily basis.

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