WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Gay & Lesbian Alliance Against Defamation
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Brand: LGBTQ issues awareness
Ad Title: Officer Down
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television (unaired)
Country: United States
Region: North America
Agency: Jim de Seve
Year: 2004
Target: Mainstream
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paid advertisement
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This ad is one of several submissions into the GLAAD "I DO" competition. “I DO” is a national competition to create the best 30-second television commercial in support of marriage equality for same-sex couples.

This ad reports on a woman police officer who died in the line of duty, and how her lesbian partner was denied any rights to her pension after her death.

The ad begins saying: "If you think marriage is just about a tux and a gown..." It then cuts into news footage of the scene after the officer was killed. Her fellow officers are stricken with grief as the reporter reports her death. The ad then cuts to footage of the officer's funeral.

A voice over talks about the officer's loving relationship with her partner. A montage of pictures of the loving couple vacationing together and getting married come across the screen. The voiceover continues to talk about her partner seeking surviving spousal benefits.

The ad then cuts to an interview with a woman talking about the situation: "In tragic circumstances like this it is almost predictable that blood relatives will begin to discredit the relationship."

The officer's partner begins to speak: "It's weird. It's hard" she manages to get out, holding back tears.

The screen goes black and the words appear, "Think again. Marriage for all."

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