A young man, dressed in a colorful, striped T-shirt comes out to his dad by cell phone, "Dad, I'm gay." Instantly, his dad replies "Excellent" and hangs up without pause.

The voiceover chimes in: "Sometimes, life's more than a three minute conversation. Talk for up to sixty minutes, pay for just three. Only from Vodafone."

This ad earns a Positive rating for dad's positive and accepting reaction, despite the quick hangup because he wants to save cell phone minutes.