Oh Johnnie, Oh! Vintage Johnnie Walker Ad 1951

How’s your mid-century gaydar?

Fans are buzzing about the Mad Men moment when mystery man Bob Benson slyly touched his knee against sourpuss Petes, setting tongues wagging about Bob’s possible homosexuality.

Whether or not Bob’s 1968 unrefined gaydar was accurate is another question. But it’s about time someone came out of their Madison Avenue closet.

Unintentionally Gay Ads

homoerotic vintage illustration ad 1940s

Wilson Wear no-belt pajamas WWII ad 1944 “Stays up without pressure….or hands”

The real Mad Men of mid-century Madison Avenue produced some pretty homoerotic ads, albeit in a mid-century repressed manner.

Take these unintentionally gay ads that ran in major magazines from the 1940s through the late 1950s , featuring men frolicking in underwear in their bedrooms, cruising locker rooms, or ogling one another by the pool.

Cruising the locker room at the beach. Vintage Celanese Fabrics Ad 1946

Mens fashion homoerotic llustration 1940s

Cruising the locker room. Vintage ad Jayson Sportswear

Boxers, bedrooms and pajamas were a natural setting for a romp among “roomates

Roomates? Vintage Ad -Wilson Wear pajamas and shorts 1944

Who doesn’t discuss travel plans in pjs with your best bud? Vintage Ad Reliance Pajamas 1943

vintage illustration men in underwear ad

Good natures hi jinxs in boxers. Vintage Reliance boxer shorts 1946

Oh, you Dick! Vintage ad A&P Eight O’clock Coffee 1940

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Jack comes out to the gang. Vintage Ad A&P Eight O’Clock Coffee

I Was Bi-Curious

One of the most famous homo-erotic advertising campaign was put out by the beer that made Milwaukee famous Schlitz Beer with their series “I Was curious.”

Whether the theme was lake side picnic, ski lodge or a visit among friends, by the third panel in all these ads there is nary a woman to be found.