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Anti-Violence Campaign - Chained

Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
Company: Anti-Violence Campaign
    View Company Scorecard | Contact Company
Brand: Anti-Violence Campaign
Ad Title: Chained
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America, US Regional
Agency: Anti-Violence Campaign in-house
Year: 1996
Target: Mainstream
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A man in business clothing walks down a dark alley and is confronted by anti-gay thugs, including one wielding a baseball bat. One tough guy says, "Hey faggot! Come here, I want to talk to you."

The man stutters, "I don't want any trouble. I'm not going to fight you."

They begin chasing him down the alley and one attacker becomes an image of a rabid attack dog on a chain.

The text closes with, "Hate. It's not human."

Unfortunately, hate is an all-too-human trait but this commercial is dramatic enough to get people's attention.

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Simon , Chicago
Maybe the gay guy should fight him like Bruce Lee would, and then at the end we say "Unfortunately, not everyone knows Karate" or something of that sort.

Fyndra , Bedminster, NJ
The victim in this commercial isn't necessarily supposed to be gay. "Faggot" isn't always an accusation of being gay, it's (unfortunatelly) an all-purpose insult for some people.

Eric , Torrington, CT
This ad is just absurd..."hate" is an emotion that is by far one of the MOST human elements of life. Animals are only hateful if they have been TAUGHT it by humans. And one of the other comments is right, "faggot" can be used as an all-purpose insult for some people...Heck, I'm bi and I use "gay" as a derogatory remark.

A.K. , Austin, TX
I don't see exactly why this got a negative rating. I think it was a good start in the anti-violence commercials. I see nothing in this commercial that implies that being homosexual is wrong. It's a commercial that's speaking out against violence based on a person's perceived personality. "Faggot" is an all purpose insult that is used against straight people, too. I see this commercial as stating that the thugs' behaviour is inhuman and wrong. Aren't you being a little oversensitive in this case?

Vanessa McDaniel , Columbus, OH
I'm not sure why this is negative. This subject NEEDS to be getting attention.

Alexis , New York
If you look at the commercial, it looks as if it's telling you to hate gays because they are not human. The pause is not dramatic; look at it again.

ZB , Notts. UK
I think it's ok if it's trying to show him (the gay guy) as a victim. However, it also comes across as that he's effeminate/weak and the straight guys are strong/tough which is straying into stereotype.

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Comments
Company: Anti-Violence Campaign
Brand: Anti-Violence Campaign
Country: United States
Region: North America, US Regional
Year: 1996


I Can't Make Him Stop and I Can't Make Him Go
Company: Anti-Violence Campaign
Brand: Anti-Violence Project
Country: United States
Region: North America, US Regional
Year: 2005


Building A Safer Community
Company: Anti-Violence Campaign
Brand: LGBTQ issues awareness
Country: United States
Region: North America, US Regional
Year: 2002


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