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MTV - Fight For Your Rights - Elevator

Company: Viacom
    View Company Scorecard | Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Elevator
Business Category: Public Service Announcements
Media Outlets: Television
Country: United States
Region: North America
Agency: MTV in-house
Year: 2001
Target: Mainstream
Ad Spotter: Stephen Mack
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Again proving that it's way ahead of everyone else, this latest installment of promotional ads from MTV behind its "Fight for your Rights" diversity campaign promotes gay awareness and tolerance.

A guy in a black leather jacket is greeted by a gay man with a smile as he steps onto an elevator. The man stares the gay fellow down, who is sporting a triangle with a rainbow design -- a sign of his gay pride.

The ending tagline is for MTV's Fight for your Rights campaign with a fist logo. The campaign also features a variety of minorities repeating uninformed questions that others ask them -- including a gay man and a lesbian woman.

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Wynn Logan , Dallas, TX
I am not sure that this is really a "negative" ad, what happens is "bad" something that might to any of us, but the ad is pro-gay. Should it really get the "negative" rating??

Md. Fuad Zain , Kuala Lampur
This ad cannot be rated as a negative ad. It doesn't say that homosexuality is bad but that homophobia is. The ending with the logo of the fist clenched is true to the message of the ad, which is to claim what is ours - and that is our right to not only exist but express ourselves. It may not have an upbeat ending - the implied ending is one of discomfort - but it does have a very positive message.

Max Shultz , California
I would have liked the ad better if the manly leatherman said to the gay guy wearing the rainbow triangle, "You're pretty. You wanna go out some time?"

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