So for those of you not in the US, the US military has handled LGB service people with an OH GOD OH GOD OH GOD OH GOD what do I dooooo? kind of approach. This was popularly known as “Don’t Ask, Don’t Tell,” or DADT. Here‘s a brief timeline of this policy. This policy was a key issue during Obama’s run for presidency, and a sticking point during his first two years in office. The sacrifices of activists like Dan Choi helped keep this issue in the limelight, and now that DADT has been repealed, its gradual implementation has gone into effect. However, this does not mean that homophobic counter-legislation is not in the works.
Now that we’re on the same page…
[Transcript by Jenn]
Image of two white guys as talking heads, split screen, against dark backgrounds.
Not Military Guy: (answers phone) Hello?
Military Guy: Hey, man. It’s me. I’m comin’ home.
Image of MG in fatigues getting into military vehicle, split screened with NMG getting into sedan outside his garage. Image of MG looking thoughtful split with an older, balding white man looking excited as he talks on the phone in a kitchen. A white woman stands behind him, listening. Image of MG on plane split with a man (face unseen) opening a barn door and looking in. Image of MG washing hands in public bathroom split with guys unloading Budweiser crates from a truck and sweeping out the barn. MG wipes his eyes, which may have been crying. Further images of MG coming home while the guys back home set up a party in the barn. MG gets home and no one’s waiting, but there’s a light on in the barn and he goes to investigate. It’s a surprise welcome home party. Various people come up and hug him, starting with NMG. The phrase “Proudly serving those who serve” appears on a red background, followed by the Bud logo.
[Now back to Maria...]
SQUEEEEEEEEEEEEEEEEEEEEEE. I know there’s a tacit appeal to patriotism, the conflation of military families with universal families, and a very conscious homonormativity. At the same time… gosh darn it, this is so awesome! I’m digging the queer milspouse subtext. <3
Thoughts? This is the first post-DADT commercial I’ve seen featuring a potential LGB military couple from a brand that’s gone out of its way in the past to court pink dollars. I’m also struck by how many commentators are refusing to allow the possibility of a gay subtext. I mean, to me it’s pretty obvious — normally in commercials like this, the emphasis with soldiers is on parents or partners, not brothers or besties (the explanation I’ve seen offered for the soldier calling a guy first).