WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Americans United to Preserve Marriage
    View Company Scorecard / Contact Company
Brand: Americans United to Preserve Marriage
Ad Title: Too Liberal
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 2004
Target: Mainstream
Company: Americans United to Preserve Marriage
    View Company Scorecard / Contact Company
Brand: Americans United to Preserve Marriage
Ad Title: Too Liberal
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 2004
Target: Mainstream
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Theme(s)

Walking Fine Line/Mixed Reception

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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Americans United to Preserve Marriage is a 527 organization headed by conservative Gary Bauer. (527 is an IRS code for non-profit "issue advocacy" groups organized primarily to affect elections and create candidate-specific attack advertising.)

Bauer has a long resume , heading the Family Research Council, director of the Office of Policy Development and former Domestic Policy Advisor to President Ronald Reagan, failed former Republican presidential candidate, and is now president of an organization simply called American Values.

AUPM created this ad to draw attention to John Kerry's position on gay marriage as a hot-button issue.

Footage from one of Kerry's speeches rolls, with a narrator providing the audio. Headlines echoing the narration and sources for the information also appear on the bottom of the screen, mimicking the style of a news program.

"How liberal is John Kerry?" asks the narrator. "Here are the facts.

John Kerry opposed efforts to stop gay marriage in Massachusetts, even signing a letter supporting it.

And as a U.S. Senator, John Kerry voted against the Defense of Marriage Act, which defined marriage as between a man and a woman. That's liberal. That's John Kerry.

John Kerry, too liberal for America."

The last frame reads: "Paid for by Americans United to Preserve Marriage and not authorized by any candidate or any candidate's committee."

While Kerry lost the presidential race, the future of the anti-gay Federal Marriage Amendment (FMA), and its support from President Bush and Congress, remains uncertain.

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Evan , Minneapolis, MN
I personally don't see how this is a gay-themed ad in the first place. Certainly it challenges typical gender roles, that can't be denied, but doesn't claiming that a man who happens to be wearing pantyhose imply that gay men wear pantyhose? It doesn't make sense to me.

Sam , Overland Park, KS
Had I seen this before the election, it would have just made me want to vote for John Kerry even more. Its definitely negative but its funny that this group is so messed up that they cant even understand an audience that doesn't disagree with gay marriage. if they actually wanted to make a stronger impact they should have made an ad including reasons why gay marriage is supposed to be so bad.

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Brad Carson
Company: Americans United to Preserve Marriage
Brand: Americans United to Preserve Marriage
Country: United States
Region: North America, US Regional
Year: 2004

AdRespect Score:

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