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Fairies

Dodge Caliber FairyDodge Caliber Fairy - Beautiful strawberry-blond fairy featured in DaimlerChrysler's "Too Tough" TV spot aired in 2006. In the commercial, a wand-wielding fairy flies through the skyline of a metropolitan area seeking to make things a bit cuter. Approaching a tall building, the fairy points her magic wand as a shower of pixie dust morphs the concrete and steel structure into a giant gingerbread house. Nearby, a train passes and the fairy again points her wand as a blast of pixie dust turns the train into "softer" and cuter green-and-yellow toy choo-choo train. Happy with her work, the fairy seeks out more things to enchant.

As she spies a Dodge Caliber driving by, the fairy quickly gives chase and zaps it with a spray of pixie dust, but to her surprise. the magic has no effect on the vehicle. Frustrated, she tries again and again with no result until finally her pixie dust blast is deflected back at her. The resulting blast sends her body slamming into the side of building. Slowly, her body slides down the wall and rests on the sidewalk. Just then, an insensitive tough guy walking a large black dog mocks the fairy's predicament saying "Silly little fairy."

In retaliation, the fairy points her wand at the man (as if to say, "I'll show you who's a silly little fairy" and changes his wardrobe from a black costumed ruffian to a pastel-clad male wearing a tennis sweater and shorts. His dog, in turn, becomes four prissy Pomeranians collared with pink leashes. The ad's tagline read: "Introducing the all-new Dodge Caliber. It's anything but cute."

Dodge Fairy Transform Building
Fairy turns building into gingerbread

Fairy Sees  A Dodge Caliber
Fairy sees a Dodge Caliber pass by

Fairy Zaps Dodge Caliber
Fairy zaps Dodge Caliber

Fairy Smashes into Wall
Fairy smashes into wall

Ruffian Mocks Fairy
Rude ruffian mocks fallen fairy

Fairy Transforms Ruffian
Fairy transforms ruffian

The TV spot was one of five Caliber commercials to introduce the 2007 four-door hatchback to the public. Produced by the Detroit office of BBDO Worldwide, part of Omnicom Group Inc., the ad targeted single 25-to 35-year-olds and was featured on TV, print ads, and online games.

However, not everybody found the "Too Tough" fairy spot entertaining. An online ad review at the Commercial Closet, a website that monitors gay and lesbian depiction in advertising, stated "It directly finds humor with the term fairy, referring not just to the type that flies around with a magic wand, but also the universally recognizable gay stereotype of an effeminate gay man."

One site visitor from Evanston, Illinois explained "Thus, to drive the Dodge Caliber is to be protected from the feminine, which is "cute," and the injury, which is emasculization through homosexuality. Only the drivers of Dodge Calibers can be safe in this dangerous world filled with fairies and fairies."

Suraya Bliss, a spokesperson at DaimlerChrysler denied the commercial plays on gay stereotypes and pointed out that the theme of the commercial was changing "tough" things to softer things so "Why would you assume just because the guy is wearing shorts and walking small dogs that he's gay?" He was simply given a makeover to remove his machismo.

She continued "We were pretty surprised that there are individuals that are making the conclusion that sexual orientation can be determined by the type of clothes you wear and the type of dog that you're walking."


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