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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Donuts
Business Category: National Politics
Media Outlets: Television
Country: United States
Region: North America
Agency: MTV in-house
Year: 2004
Target: Mainstream
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A young woman stands behind the counter in a donut shop, shown in close-up. The only sound is the buzz of a fluorescent light. Her gaze is transfixed upon two donuts sitting a few inches apart in the tray in front of her. She stares at the pink-frosted donuts, and then pushes them together with her hands.

At first glance, the two circles resemble a pair of breasts, or perhaps the holes in the center are to signify something else.

"Equal Marriage Rights. Find time to think about it before you vote," appears on screen, making it seem as though the donuts represent two holes next to one another -- that is, two women together.

This ad is one of six ads about gay marriage from MTV's Choose or Lose campaign. A related commercial shows a young man boiling two hot dogs on the stove. As they cook, one awkwardly bangs into the other.

While MTV is to be commended for its intent to raise awareness of gay marriage as an issue, this sexually-focused ad and its hotdog counterpart seem to be an awkward attempt that is stuck in the gutter, and not very consciousness raising.

MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 30 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.

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