The commercials think outing homosexuals is funny. I would say wait, in real life, it's potentially very serious matter to the gay person, especially if the outing is not by his own initiative. But these admakers sure do make it funny.
In an all-male table meeting, an office dude tells his mates that someone is hiding a secret, and that he has just the thing to make him squeal. He proceeds to open a box of KFC, and, alas, someone indeed squeals. The image that follows is a few short seconds of performance comedy gold. Who is this actor who plays the closet office worker? With quivering fingers and a face tangled in knots of anxiety, he makes the surprise revelation work. Kudos, too, to the actor who does his nervous voice: "May shrimp na sa KFC, pare."
Like me, you may argue that an effeminate reaction doesn't necessarily mean a guy is gay, and that it's just another old stereotype used by marketers who want to say they include people like us in their agenda. But then, nowhere in the commercial is "gay" ever mentioned, so maybe the copywriters have pulled a clever trick on us -- winking at something we conclude for ourselves. More likely, the spot is aimed at the young urban office demographic, no matter which gender. Who can't relate to having a co-worker with a secret?
You may also wonder why his business buddies would want to out him in the first place, except only to have an excuse for a group hug, and to reassure him (and each other) that "We accept you." I guess that's the consolation. Outing is funny business, but it becomes feel-good with acceptance. Let's ignore the excuses that the guy makes as the advert closes. Maybe he's not ready yet, even though the good-looking men around him seem too eager to press their bodies against him. The great positive message in this commercial is not in the homosexual who comes out, but in the straight men who are unafraid to express tolerance and intimacy.