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MTV/Take A Stand Against Discrimination - Cruising

Company: Viacom
    View Company Scorecard | Contact Company
Brand: MTV/Take A Stand Against Discrimination
Ad Title: Cruising
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: United States
Region: North America
Agency: Public Interest Productions/Radical Media
Year: 2001
Target: Mainstream
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Four guys are casually cruising around in a convertible at night and pass two men on the street.

One of the passengers wearing a baseball cap angrily yells out at the two, "Faggots!"

The screen then reads, "What do you have to hide?"

Another man in the car then turns backward to scowl at the one who shouted from the rear seat.

Again proving that it's way ahead of everyone else, this installment of promotional ads from MTV behind its "Fight for your Rights" diversity campaign promotes gay awareness and tolerance. MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 25 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.

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Max Shultz , California
MTV has only hurt gay men. MTV has never helped (male) gays. Take a closer look at these ads, and you'll see they are meant to encourage homophobia and gaybashing. MTV is lying when they say these ads are meant to be progay. Do not believe MTV. They are lying. All MTV has done for gays (who are male) is hurt them.

Dom , Bloomington, IN
Although I think the wording of the flash message could have been changed, I think the message is clear. People don't get that gay people are discriminated against like this. You don't see it unless you've experienced it. I think MTV has done a terrific job with it's fight for your rights campaign, and I completely disagree with Max.

Troy , Raleigh, NC
I'm not sure why this ad is marked as Negative. Because "faggot" is said aloud in it? I think this ad is a positive one, given the reaction of the couple, the obvious embarrassment of the front-seat passenger, and the 'What do you have to hide?' balloon's implication that bigotry is really about the bigot's own ignorance and insecurity. MTV has done an amazing job with the 'Fight For Your Rights' programming campaign, and I applaud them.

Michelle , Wayne, NJ
Quiero felicitarlos, su pagina de internet es muy buena, sigan asi.

Jim , North Battleford, SK, Canada
This isn't negative. It is just showing how dumb gaybashing is.

Curtis , Greencastle, PA
I disagree with all the negative comments about MTV and about this ad in particular. MTV is one of the few networks that is TRYING TO CHANGE the world for the better for gay men AND WOMEN. This ad shows that you have to stand up to your friends and show them you won't accept discrimination from them and that its not okay to yell FAG! The cocky guy in the car yelled it presumeably because it's the "Acceptable" thing to do... In a typical situation, the passenger who scowls wouldn't have done anything about the discrimination. In that case, I would have considered this ad negative. However, since there was an obvious "WRONG" message sent from the passenger to the offender, I think this ad is positive. The only thing that should have been done different, was that the gay couple should have defended themselves, and we often do not. It is OUR FAULT, not advertisers, that there still exists discrimination.

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