Thursday, September 24, 2009

Not That There's Anything Wrong With It. No, Wait...

Wow...

MADRID - A little-known Spanish matador is breaking with a sacred tradition, agreeing to advertise on his cape while slaying bulls and endorse a soft drink that caters to gays.

Matador Joselito Ortega will be plugging a club-scene energy beverage called Gay Up and have those words embroidered into his cape in large red letters.

The "endorsing a soft drink that caters to gays" part is funny, but not all that disturbing - anyone who would get in the ring with a half-ton of angry, lethal beef doesn't have to work very hard to prove his machismo to us. We wouldn't dare laugh at his traditional pink socks, for example. (We admit that the words "GAY UP" in big letters might force a chuckle or two out of us; we're not made of stone.)

But advertising on the cape...is nothing sacred anymore? Once you crack that door open, where does it end? Because from an advertiser's point of view, the cape - which gets put away after the first part of the bullfight - is hardly the most attractive location for an ad.

2 comments:

Mexfiles flexing his English degrees said...

Hell, I don't know why a gay matador (or gay-friendly matador) is considered newsworthy. It was the first professional sport I know of that did have openly gay athletes, and you can find openly gay (in the modern sense) matadors at least back to the later 19th century.

Ernest Hemingway has a short story about a Mexican gay matador presumably working in Spain: "The Mother of a Queen", published back in 1933.

Burro Hall said...

Not surprising - I can't think of too many straight guy who could make those pants work. But if Papa's gay matador fought in a traje de luces covered with logos, like a NASCAR driver or soccer player, that would be a different story.