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Company: Viacom
    View Company Scorecard / Contact Company
Brand: MTV/Take A Stand Against Discrimination/GLSEN
Ad Title: Fag
Business Category: Media Outlets: Broadcasters-Publishers-Online-Games-Music
Media Outlets: Television
Country: United States
Region: North America
Agency: Public Interest Productions/Radical Media
Year: 2001
Target: Mainstream
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An extreme closeup of engraving is juxtaposed with an eye and face, with lips curled in anger. Then the engraving shows up: the word "fag" on a school desktop, made by a handsome jock using a protractor.

The closing caption says, "Take a stand against discrimination."

The ad is part of a series in partnership between MTV and GLSEN, the Gay Lesbian Straight Education Network, which represents youth, teachers and administrators in K-12 schools.

MTV has set the gold standard among all advertisers for the most ads that refer to the community, more than 17 since 1996, in addition to carrying numerous gay ads from other companies and running its own supportive gay-inclusive programming.

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Bryce , Billings, MT
I think it is time that the reviewers quit stereotyping themselves. What made this guy a jock? Did he have a sports jersey on? A handsome jock? Are all gay people into 16-year-olds? Come on. You are not doing us any favors!

Frank , Los Angeles
Is the "hero" of the ad supposed to be against homophobia? We have a good looking handsome young man distorting his face in disgust as he carves the word "fag." Perhaps if he carved the words "I'm a" before the word "fag" the ad would clearly make its point. And this ad was paid for by a gay group? Hello.

Duy Nguyen , Tucson, AZ
Well, this commercial can be a bit misleading, as there is actually a second part to it. In the second part of this commercial, a young black teenager sees the carving on the desk, and writes "Proud 2BA (to be a)" above the word "Fag."

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