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Company: The Independent
    View Company Scorecard / Contact Company
Brand: The Independent
Ad Title: Litany
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Lowe Worldwide
Year: 2000
Target: Mainstream
Ad Spotter: Stephen Mack


Age Diversity

Same-Sex Affection

Same-Sex Couples/Families

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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This award-winning, black-and-white commercial (it won the top spot at Cannes, the Grand Prix) enumerates a litany of things we've all heard not to do.

"Don't talk, don't walk, don't drink, don't be fat, don't be thin, don't smoke, don't cry..."

Then it gets more political.

"Don't kill, don't experiment, don't fry your food, don't fry your brain, don't do anything. Don't masturbate, don't be childish, don't drop out, don't play with fire..." and then shows a car on fire. Some are funny, showing a nude male model (and implying an erection) when it says, "Don't stand out."

And, when it shows a male couple leaning heads against each other, it says, "Don't be different." The list goes on and ends with "Don't read" and shows a stack of The Independent newspapers.

This ad is inclusive and flattering, merely showing two men being affectionate without being exploitive. It is further meaningful that it took the top award, indicating critical approval for this point-of-view.


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