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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Rollercoaster
Business Category: Public Service Announcements
Media Outlets: Television
Country: United States
Region: North America
Agency: Public Interest Productions/Radical Media
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, a rollercoaster zooms past as a group of young people rush into their seats. A smiling girl pulls her harness over her head.

The coaster operator walks toward the first pair of seats in the car, where two young men are waiting for the ride to begin. One already has his harness on. The other doesn't. When the operator reaches him, he holds out his hand and says, "No, not tonight."

"What'd you say?" asks the operator, an older man.

"I don't want to wear one tonight, " he replies adamantly. He looks up, arches his back, and says, "Anyway, I'm too big."

"But it's dangerous" persists the operator.

Looking up at his harness with his hands out in protest, the man responds, "But I find these things so restricting!" He throws him arms out, looks ahead, and says, "And I wanna be free." Turing to face the operator, he looks the older man in the eyes and tells him, "I wanna feel everything."

"Why does it have to be all about you?" asks the operator sternly. Moving his index finger from his own lips to the operator's, the stubborn man quiets the operator. "I just wanna make this time special," he says gently.

The operator gives in. "All right, just this once," he says, walking away. His gloved hand presses the start button for the ride, which zooms along the track. After a loop, the words "Stop making excuses. Always use protection," appear, along with the sound of riders screaming.

The coaster returns to the loading area and the harnesses release automatically. The man in the first pair of seats who was wearing his harness looks over, stunned, at the empty seat beside him. The man who refused to wear a harness fell off the ride.

Information on the campaign appears on the screen, along with the phone number 888-BeSafe1. Other ads from the Fight for your Rights education campaign promote gay awareness and tolerance.

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