Matador Puts Gay Drink Ad on Cape

I glanced through a monthly magazine and, what I found was… how to say … speechless.

Open your eyes and let see that unusual news:

A bullfighter is sponsored by a club-scene energy drink called “Gay Up.”

In other words, the perfect alliance between Spanish machismo and the soda’s target.

Joselito Ortega is breaking more boundaries than one. The little-known Spanish matador will be advertising his new sponsor on his cape while he will be in the ring, an unheard-of break with tradition.

But Ortega is not worried about losing his reputation. “I am a bullfighter,” he said. “The seven goring wounds on my body prove that. If the gay community welcomes me as an image or a symbol, it is fine.” However it is the idea of advertising in the ring, not the sponsor itself that infuriates Ortega’s critics. “It is like prostituting the cape,” said one TV bullfighting critic.

What strange brand strategy, don’t you think? Uniting two totally opposite worlds? Will it be a success?

Anyway, we cannot say that it has been widely sounded…

Talk is open…

A.A