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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTV - Fight For Your Rights
Ad Title: Permission
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 nervous young man adjusts his tie and crosses the street. He waits on the porch for someone to answer the door, then says, "Umm, hello, sir. I'd like to ask for Megan's hand in marriage."

The man at the door, presumably Megan's father, replies, "Alright, son."

"Thank you, sir!" says the young man, who smiles and then leaves.

He walks to another house next door, where a woman answers the door.

"Hi, ma'am. I've come to ask for Megan's hand in marriage," he tells her.

"Okay," she replies, making it seem as though she is Megan's mother.

But then, the husband-to-be hops the fence and walks next door. He heads toward another suburban home, a high rise (which he looks at with despair), a mansion, and an apartment complex asking the same question of everyone.

He walks alongside a highway next to cornfield until he sees someone working in the field.

"Excuse me, mister?" he says before repeating his request again. The man in the field agrees and they shake hands.

"How would you feel if you had to ask 260 million people for the right to marry?" appears on screen, as the young man continues on his way.

This ad is by far the most effective in a series of six ads about gay marriage from MTV's Choose or Lose campaign.

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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Bobby , Detroit, MI
Simply brilliant. Instead of being a preachy political commercial, the ad brings the whole dilemma to a point by asking a single brilliant question. As a gay man, I'm not ashamed of the ad.

Terrence , Alberta, Canada
This ad is very effective. Once the viewer realizes that that the guy is clearly not asking the parents of his bride-to-be, we are drawn into the commercial to figure out what he is up to. The text message clears it up with a simple, thought provoking, non threatening question. I like it.

Steven , Cleveland, OH
It's too bad this ad only runs on cable since its message is universal. It deserves to be on the major networks for greater coverage and awareness if they'd have the guts to air it.

Meredith , Kansas City, KS
Wonderfully well done. Who would've thought that MTV would set the bar for inclusiveness? When I was a kid, MTV was all about videos that were degrading and was at the top of my list of channels I wouldn't want my kids one day watching. I guess everybody grows up. I like who they've become.

Neil , Vancouver, British Columbia
At the end of this ad, when I realized the message, a tear came to my eye. I am a gay man who married the love of my life. My family was very supportive and I can barely imagine what it would have been like to have to convince my family it's ok to be gay. Same-sex marriage should be legal the world over and shouldn't be an issue because it's not! Great ad! It touches my heart!

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