The AIDS Memorial Committee, Issue #195, April 4, 1992. Credit: The AIDS Memorial Committee
Woody’s, Issue #229, Aug 6, 1993. Credit: Woody’s
The Cellar, Issue #255, Aug 5, 1994. Credit: The Cellar
In 1995, Xtra approached Absolut Vodka about advertising. At the time, there were few large corporations brave enough to directly target the gay and lesbian market. We proposed to develop a special series of ads based on Absolut’s well-known “bottle” ad campaign. Left, the original marker rendering. Right, the finished ad. Credit: Absolut
The Absolut Pride campaign was a huge success. Absolut wanted more ideas, so we went back to the drawing board. Since Xtra is often seen in rapidly diminishing stacks around the city, we had the idea of creating a very large stack in the shape of a bottle. Left, the Polaroid test. Right, the Absolut Xtra ad, photographed by Tony Fong. Credit: Absolut
In the early days of Xtra, the main advertisers were gay bars and gay-owned businesses. But as acceptance of gay rights increased, so too did companies looking to court the exclusive “gay dollar.” A look back at some of the old ads is almost as evocative as the articles themselves.
See the slide show above.
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