2 Men Share a Passionate—and Socially Distant—Kiss in LGBTQ+ Film Festival Ad

Pandmemic-inspired love story promotes 24th year of Portugal's Queer Lisboa event

two men in a wooded area standing six feet apart
Ad shows two men employing social distance measures while sharing their romantic moemnt. Marcelo Lourenço and Pedro Bexiga
Headshot of Sara Spary

Queer Lisboa, a Portuguese film festival that spotlights movies about the LGBTQ+ community, has been running for more than 20 years and is being celebrated in Europe this month.

For the past decade, creative duo Marcelo Lourenço and Pedro Bexiga, who founded the agency Fuel before leaving in 2018 to start their own shop Coming Soon, have created the ad campaigns behind it.

This year, the pair have made an ad about a very 2020 love story. In it, two men share a passionate embrace and kiss—but obviously, because of Covid-19, they have to do so in a socially distanced way.

Rather than physically touching, the men employ superhero-level powers to undress, embrace and kiss each other, all while standing six feet apart.

The film has some strong cinematic echoes, both of the 2005 movie Brokeback Mountain and the 2001 romance movie The Ghost.

Last year, Lourenço and Bexiga created a powerful and joyous spot about the love and support mothers show their LGBTQ+ children and about the importance of unconditional love. Set in an empty auditorium, real Portuguese moms sang a moving orchestral rendition of Joe Cocker’s “You Are so Beautiful.” From there, we see the mothers and their children together, celebrating their special bond.

Title: Cowboys
Client: Queer Lisboa
Agency: Coming Soon
Creative Team: Marcelo Lourenço/Pedro Bexiga
Production Company: Show Off Films
Director: Alexandre Montenegro
Director of Production: Maurício Carvalho
Production director: Leonor Lopes Coelho
Client Director: António Corrêa D’almeida
P.A.: Filipa De Almeida
Head of Production: Carolina Ribeiro
P.A.: Joana Oliveira
Production Van: João Ribeiro
Casting: Maria Miguel
First Assistant: Daniel Bustamante
Second Assistant: Filipe Pedroso
Head Electricians: Tita (Vitor Miranda) / Luís Miranda
Head Engineer: Horácio Gonçalves
Art Director: Nelso Coelho

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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.