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Company: Virgin Group
    View Company Scorecard / Contact Company
Brand: Virgin Cola
Ad Title: RuPaul
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Ground Zero
Year: 1998
Target: Mainstream
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Theme(s)

Real GLBT Person

Trans Beauty

Camp/Gay Drag

Theme Breakdown

AdRespect Score: 
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With a soap box that simply reads "Say Something" as the focus of the campaign for the American rollout of Virgin Cola, there are many variations of political statements and silly setups as people get on top to deliver a message.

The camera moves up from the box, up the longest legs that can only belong to six-foot-plus tall RuPaul, wearing a tight black dress. She says, "What did you expect? A supermodel?" She then chuckles in a deep voice.

British billionaire Richard Branson, founder of all things named Virgin (Virgin Records was the first), is known for being both gay friendly and PR happy.

Branson is known for his PR stunts, including his repeated attempts to fly around the world in a hot air balloon, and donning a bride's wedding dress when he opened Virgin Bride in London.

Commercials for his Virgin Cola US rollout were the first male kisses in US television advertising.

Virgin has also been interested in the gay market for some time. Virgin Atlantic Airways was the first airline to advertise in American gay media and the company also sponsored NY's annual dragfest, Wigstock, in 1998.

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