That’s So Not Funny. Is Toshiba’s Latest Ad Homophobic?

A new Toshiba commercial, titled “Math Notes,” is one of three new not-that-funny “funny” ads via Toshiba Canada aiming directly at the college student market.

David Gianatasio at AdFreak points out that the spots “gotcha” moment relies on what GLAAD has termed the “‘homo-queasy’ ad cliché of showing a guy looking disgusted that another man might be attracted to him.”


Here’s how AdWeek describes the ad:

The third spot, “Math Notes,” showcases the Excite Write tablet’s ability to convert handwritten notes and sketches into sharable files. A guy asks his roommate for calculus notes, and looks extremely dismayed, almost repulsed, when he instead receives a drawing of himself reimagined by his roommate as a hunky centaur.

Sherry Lyons, vice president of corporate and marketing communications at Toshiba of Canada, told AdFreak: “Toshiba would never intentionally set out to offend our customers. We do not feel that the ‘Math Notes’ video is offensive or cliché.”

Toshiba Canada gave its outraged YouTube commenters the same generic responses:

Watch the ad for yourself below: