Johnson will not sponsor TBS show

By Dustin Block

Tuesday, October 12, 2004 1:04 AM CDT

RACINE - SC Johnson has pulled out as sponsor of a TBS reality series in which men are taught how to act like women, the company confirmed

Monday.

Company spokeswoman Therese Van Ryne said SC Johnson was no longer associated with the show "He's A Lady," scheduled to premiere on Oct. 19.

"We have assessed the show and will not be associated with it," Van Ryne said.

The show tricks 11 macho men into believing they are competing for the title of "All-American Man," but instead has them compete to look and act like a woman. The show's final competition will have the men dress up as women and go to their hometown, where they have to stay in character in front of their friends and

family.

The Web site for "He's A Lady" says: "They thought they were competing for the title of `All-American Man.' They couldn't have been more wrong. This fall, 11 manly men will compete to become ... the ultimate lady. And the winner will take home a quarter of a million dollars!" Cable & Broadcasting magazine reported on Oct. 8 that SC Johnson had dropped its sponsorship of the show.

Turner spokesman Sal Petruzzi told the trade magazine that the show was designed in the spirit of the movie "Tootsie."

"We believe this is a show that takes a light-hearted and comedic look at how gender roles affect everyday lives," Cable & Broadcasting reported. "And after the show airs, I think our viewers and advertiser partners will see that for themselves."

A "pro-family" group, the American Family Association, took credit for SC Johnson pulling out of the sponsorship. The group asked its membership to call SC Johnson and complain about the show.

Van Ryne declined to say if the association's efforts influenced SC Johnson's decision.

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