Much-loved British heavyweight boxer Henry Cooper died this week.
Unborn in 1963, the year he nearly defeated Cassius Clay (the Brits love near-winners much more than winners), I remember him for the curious Brut TV commercials he did in the 1970s that helped usher in the world of male product aisles in supermarkets and spornographic advertising we know today.
‘Enery’s ‘omely features and working class man’s man status, along with the ironic play on Brut/brute, guaranteed that there was nothing poofy about men using cologne as more than just an aftershave — ‘splash it on all ovah!’ Which was an important statement for one of the first mass market male colognes to make at a time when such vanites were generally still frowned upon in the rather pongy UK. In the Dick Emery, Are You Being Served? 1970s it was inconceivable that ‘enery could be ‘omo.
But the ‘omosocial reassurance that something isn’t ‘omo can look a lot like ‘omosexuality sometimes.
Here’s one of the happily married Henry having a sweaty workout, shower and towel-flicking sesh with footballer Kevin Keegan. Which is manly man’s man stuff, but with a surprisingly pronounced (intergenerational) homoerotic sub-text. The fact I still vividly remember it from my youth suggests that the sub-text was there all along, and not just something the filthy-minded 21st Century has projected on the past.
It even seems like they’re about to kiss at one point. But then, in the 1970s footballers did this to one another after scoring. Because again, it was inconceivable that they could be ‘omo.
Thirty years on, it’s hardly a surprise that Brut is no longer trailblazing. Brut, which was never exactly a ‘refined’ fragrance, is marketed in the US today as a slightly ironic retrosexual throwback.
Though maybe I’m mistaken. Perhaps the retrosexual at the end of the ad below is really a butch lesbian.