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MTV - Fight For Your Rights - Piercings

Company: Viacom
    View Company Scorecard | Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Piercings
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America
Agency: MTV in-house
Year: 2004
Target: Mainstream
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A rubber-gloved hand picks up a silver instrument as opera music plays. Various body parts -- a tongue, nose, belly button, and man's nipple -- flash on screen as they are prepped for piercing. Each part is gruesomely pierced and a silver ring is pushed through each newly-made hole.

"Who decides where a ring should go?" appears onscreen as a woman with red fingernails places a ring on the index finger of another woman's hand.

This ad is one of six ads about gay marriage from MTV's Choose or Lose campaign. MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 30 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.

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