Set in the 1950s, he's wearing "Blues Brothers"/"Risky Business"-type shades, which he removes. He walks up to a washer and empties a bag of rocks into it, as two boys watch. He strips down to his boxer shorts, putting his clothes into the washer as the women watch in surprise.

He sits down next to a chubby man and two giggling women, then smiles himself.

The end line says, "Now available in stonewashed." (A very popular style of the jeans in the '80s.)

This commercial appears to have little to nothing gay going on in it and, yet, the ad agency that created it submitted it to the Commercial Closet as one that the British gay community adopted as its own. It is a classic example of "gay vagueness" that could have something to do with the way people perceive Kamen's look or just the fact that it is an early use of beefcake to sell clothing.

--The Commercial Closet