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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Mountain
Business Category: Public Service Announcements
Media Outlets: Television
Country: United States
Region: North America
Agency: Mother
Year: 2003
Target: Mainstream
Ad Spotter: Douglas
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In a double-entendre about safe sex, part of MTV's ongoing "Fight for your Rights" campaign, two men climb down a mountain. One shouts to the other, "Hey, what are you doing? The camera zooms in as he replies, "C'mon, let's do it."

Stopping at a plateau, the first man says, "Not without one of these, you don't," as he hands forth a harness. (He already has his harness on.) With a disgruntled look and dismissive gestures, the climber says, "If I have to stop and put that on, I'm not gonna be into this anymore."

His (climbing) partner, still holding the harness, persists: "Look, just hold still and I'll put this on you." Folding his arms, the disgruntled man continues to argue. "The last guy I climbed with did not make me wear one of these," he says.

"Well, the last guy you climbed with was stupid!" he responds, throwing out his arms for emphasis. With his hands near his head, the stubborn climber adamantly replies, "Or maybe he knew what he was doing!" Angry, he starts to climb down without a harness. The words "Stop making excuses. Always use protection," flash on the screen.

Seconds after the harness-wearing man reaches the base of the mountain safely, the other climber hits the ground with a comic thud, sending up a cloud of dust.

Other ads from the Fight for your Rights diversity campaign promote gay awareness and tolerance.

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