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MTV - Fight For Your Rights - Threats

Company: Viacom
    View Company Scorecard | Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Threats
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: MTV in-house
Year: 2004
Target: Mainstream
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A muscled delivery man in shorts rings the doorbell of a classic suburban home. "Yeah, I've got a package for Mrs. Wilcox," he says suggestively, holding a rectangular box at waist level, wiggling it slightly. Both Mr. and Mrs. Wilcox stand at the door. Mr. Wilcox slams it shut.

A tall, attractive woman in glasses then stands on their porch. "Are we working late again tonight?" she asks, also suggestively. Mr. Wilcox begins to nod as his wife takes her turn slamming the door.

An athletic, muscled Latin man stretches in the doorway, and let's out a low "Hey" to Mrs. Wilcox, who smiles coyly, just as the door closes again. A buxom "babydoll" girl in tiny lingerie appears, followed by three stoner guys suggesting a hit on a bong, a man dressed up as a bottle of whiskey, a pole dancer (complete with pole on the front porch), a pool boy, and another man dressed up as a sign for Las Vegas.

The door closes, and the words "There are many threats to marriage" pop up.

It opens one last time for two everyday looking gay men in tuxedos. They smile and clasp hands as the screen reads, "Is this couple one of them?"

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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